Cross-selling Professional Services - A Case Study
Book Details
Author(s)Jochen Wirtz, Suzanne Lowe
PublisherProfessional Services Books
ISBN / ASINB00CF1VRY0
ISBN-13978B00CF1VRY1
MarketplaceIndia 🇮🇳
Description
A professional firm specializing in pension fund audits wanted to extend its relationships with existing clients in the Philippines by offering consulting services. But the first attempt at cross-selling was a flop. What went wrong and why?
This case study is the first in a series of case studies that are exclusively focused on teaching and executive education about the management and marketing of professional services firms.*
Knowledge- and relationship-based service enterprises face a set of business challenges that are entirely unlike those facing retail, consumer products or industrial businesses. Professional service leaders can use case studies to learn about how other professional enterprises have addressed these unique challenges, especially in management, marketing and selling situations.
This case study explores the challenges and potential solutions of cross-selling in a professional services enterprise. A fictitious New York-based global firm, Bouleau & Huntley, specializing in pension fund audits and human resource management, has identified growth goals for selected lines of business in its total portfolio of services. The firm’s Manila office had been assigned the task of experimenting with expansion into other types of professional activities that could be adopted worldwide throughout Bouleau & Huntley.
A new partner, specializing in strategy consulting, joins Bouleau & Huntley’s Manila office to expand the firm’s revenues with its pension fund audit clients. The case outlines his and his colleagues’ preparation for cross-selling. It highlights a disappointing cross-selling meeting with a client, and presents a review of the aftermath.
Case study readers will consider a few important questions:
What might be the key differences between two distinct lines of professional services? Is a “fit†between them important?
Evaluate the cross-selling visit. What happened?
What are the lessons of this experience?
What actions might Bouleau & Huntley take now?
*(accounting, architecture, construction management, engineering, executive search, financial services, information technology, insurance and reinsurance, law, real estate management and investment, telecommunications and a wide range of a wide range of consulting specialties, including, career management / leadership development, change management, environmental engineering, food service management, fundraising, healthcare, human capital / human resources, maritime safety and security, new product development, relationship management, risk management, management and strategy, and workplace diversity)
This case study is the first in a series of case studies that are exclusively focused on teaching and executive education about the management and marketing of professional services firms.*
Knowledge- and relationship-based service enterprises face a set of business challenges that are entirely unlike those facing retail, consumer products or industrial businesses. Professional service leaders can use case studies to learn about how other professional enterprises have addressed these unique challenges, especially in management, marketing and selling situations.
This case study explores the challenges and potential solutions of cross-selling in a professional services enterprise. A fictitious New York-based global firm, Bouleau & Huntley, specializing in pension fund audits and human resource management, has identified growth goals for selected lines of business in its total portfolio of services. The firm’s Manila office had been assigned the task of experimenting with expansion into other types of professional activities that could be adopted worldwide throughout Bouleau & Huntley.
A new partner, specializing in strategy consulting, joins Bouleau & Huntley’s Manila office to expand the firm’s revenues with its pension fund audit clients. The case outlines his and his colleagues’ preparation for cross-selling. It highlights a disappointing cross-selling meeting with a client, and presents a review of the aftermath.
Case study readers will consider a few important questions:
What might be the key differences between two distinct lines of professional services? Is a “fit†between them important?
Evaluate the cross-selling visit. What happened?
What are the lessons of this experience?
What actions might Bouleau & Huntley take now?
*(accounting, architecture, construction management, engineering, executive search, financial services, information technology, insurance and reinsurance, law, real estate management and investment, telecommunications and a wide range of a wide range of consulting specialties, including, career management / leadership development, change management, environmental engineering, food service management, fundraising, healthcare, human capital / human resources, maritime safety and security, new product development, relationship management, risk management, management and strategy, and workplace diversity)
