Every managing partner/president I have ever worked with has struggled with why there isn’t more cross selling in their firms. With most human phenomena, there often is a cluster of reasons why something does or does not occur. The same is true with reference to the paltry performance that afflicts most firms when it comes to cross selling.

The first problem is insufficient knowledge. In my youth, when I was more dramatic and less pedagogic, I would be invited to a partners’ meeting in order to address this problem. I would stand up and point to a partner who was sitting at one end of the room and refer to a partner who was sitting at the other end. I would say, “Tom, tell us what Claire does and why someone should hire her, and Claire, you do the same about Tom.” After an awkward and halting sentence or two, each would sit down and everyone would realize that they simply didn’t know enough about each other’s work, clients, expertise or genuine reasons why the other individual would provide a superior service. Repeated attempts usually produced the same result, and the humorous reasons given as to why they should be hired varied from “He needs the money!” to “She’ll work like a dog.” to “He thinks he has a good sense of humor!” And everyone laughed. But it wasn’t funny. The truth is, you can’t sell unless you have a script. You have to have the words to persuade, and if you don’t have them, even if you’re motivated, your attempt at cross selling will often fall flat and you will not succeed.

"We Will Miss You, Luciano Pavarotti"

It was probably twenty years ago when I was waiting for my family at a Barnes and Noble in Midtown Manhattan, and I observed that a large number of people had gathered and appeared to be waiting for someone. It was Luciano Pavarotti they were waiting for. He had promised to show up to autograph copies of his new book I, Luciano Pavarotti. I was certainly an admirer of Luciano, not only because of his skill as a singer but also because I am a tenor myself and have performed innumerable times in public. Hence, my interest was perhaps more profound than the average fan’s.

Luciano arrived about an hour later but was so gracious and charming that the thousands who were waiting in line forgave him. He immediately sat down to autograph copies of his book for those who had purchased it. As it turned out, he was sitting directly in front of where I was standing. He was pleasant and cordial to all, and then an old, frail and slight woman who was next in line came to his table. Luciano halted the assembly line process and began to ask her questions. Did she listen to his records? Had she been at any of his performances? What was her favorite selection? Did she know it? Could she sing it? The assemblage was transfixed, listening in complete silence to this exchange. In a quiet voice that was completely on key, the aged woman began to very sweetly sing the piece. Everyone was smiling. Pavarotti began to softly sing along with her. The woman stopped. “Oh, my God, I am singing a duet with Luciano Pavarotti and all these people are listening!” Tears were streaming down her face. Luciano pressed her to go on, to keep singing. They sang together perfectly for about three or four minutes. Luciano also had tears in his eyes. Then he warmly kissed and hugged her. The waiting crowd went wild with applause. The ovation was thunderous on that blessed day.

Yes, Luciano, we will miss your thrilling voice, your enthusiasm for opera and your wonderfully instructive master classes, but how we will miss your compassion, your heart, your generous, smiling spirit. There will be other magnificent voices, Luciano, but there will never be another like you. Never! May God bless your brightly burning soul.
Adam Radzik