Successful Cross-Selling in Professional Services Firms - Timothy Keith

Today we are joined by Timothy Keith, the CEO and Founder of Propense.ai, an AI cross-selling platform that helps professional services firms grow more efficiently and holistically. Tim shares his unique career path that helped build his expertise in the professional services industry, starting with his experience in CRM implementation at a large-scale CPA firm. Tim’s path to becoming a founder is as inspiring as it is unique, and he explains how a love for solving difficult problems fuels his passion. Tim shares his view of why CRM implementation can be particularly challenging in the professional services space due to the partnership model, and he notes that most growth in professional services firms comes organically, making cross-selling a crucial element in their growth strategy.

During our conversation, Tim identifies that the problem of cross-selling in professional services is often two-fold: first, there is a lack of transparency and visibility of the services the firms offer, and second, there is a lack of process behind their cross-selling strategy. We also talk about how behavior and accountability influence a company’s cross-selling success, why humans are driven by incentives, and what Propsonse.ai as a company is hoping to achieve with its AI-driven products. 

Key Points From This Episode:

Tim’s unique path to becoming a founder, and his love for solving difficult problems.  The process of implementing a CRM; what he’s learned and the problems he’s encountered. Exploring the behavioral elements of CRM implementation for individuals versus businesses. Tim’s definition of cross-selling, and his solutions for its complicated problems.   What firms should focus more on regarding behavior and accountability in cross-selling. The basic human trait of seeking incentives. What Propense.ai does and what the company is hoping to achieve. How many big companies don’t understand the full extent of the benefits of a CRM.What Tim has learned from being a founder and using AI in the CRM implementation space. The first steps to take to improve cross-selling at your company. 

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