Cross-selling is the Holy Grail of CPA marketing. In its simplest form, cross-selling is the act of uncovering unfulfilled client needs and offering your firm services to fulfill those needs. And while no one would argue the value of serving client needs, it is our experience that cross-selling meets with unnecessary resistance in most firms. In this article, we'll explore some of the reasons for this resistance and share our ideas for developing a cross-selling culture and implementing cross-selling strategies and methodologies in your firm.

Overcoming the barriers

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