Are You Mining The Opportunities Your Current Clients Give You? Here Are 5 Ways...

by ON24


When current clients attend your webinars, they broadcast what keeps them up at night. And you need to listen closely:

  • When they attend webinars on topics not in the scope of your current representation (say an IP client that joins your real estate finance program), they tell you which additional legal issues are important to them. 
  • When they attend webinars on topics that do fall within the current services you’re providing (say a traditional tax client who participates in a tax reform presentation), they tell you that they have questions beyond those that come up in the regular course of your representation. 

These additional issues of interest are opportunities to expand your representation right now or, at the very least, to plant a seed today that could lead to additional work in the future.

But you must act, and act quickly, when that happens. Here are five things the relationship lawyer, or the supporting marketing and business development team, can do:

  1. Connect your practice leader with the in-house person who attended the webinar for an off-the-books phone call to discuss their issues. Consider making the connection with a junior lawyer on your team if the in-house webinar attendee isn’t part of their senior team.
  2. Propose that a team of your specialists give an in-house CLE program to the client on the issue covered in the webinar. For that matter, why not offer a whole series of in-house programs around related issues? 
  3. Provide the client with access to all firm-authored content on the legal or business issues in question. Send existing client alerts on the subject, preferably with a handwritten note. Invite her to all upcoming webinars that address related matters. Sign her up for notification of new programs in that practice.  
  4. Invite the in-house contact and colleagues to your firm to meet, say over lunch, with your best lawyers who practice the type of law covered in the webinar.
  5. Suggest that the in-house team participate in future thought leadership of your firm – as a panelist, for example, or as co-author on a written piece – that addresses the very subject covered in the program they attended. You could even give them the whole list of the programs you’re developing to see if they’d like to join any others as well. 

When clients attend your webinars, they tell you loud and clear what worries them. Are you listening? And more importantly, are you making their concerns go away? 


[Samantha McKenna is a Regional Vice President, Sales at ON24Connect with her LinkedIn to learn how webinars can supercharge your firm's content efforts.]

Written by:


ON24 on:

Readers' Choice 2017
Reporters on Deadline

"My best business intelligence, in one easy email…"

Your first step to building a free, personalized, morning email brief covering pertinent authors and topics on JD Supra:
Sign up using*

Already signed up? Log in here

*By using the service, you signify your acceptance of JD Supra's Privacy Policy.
Custom Email Digest
Privacy Policy (Updated: October 8, 2015):

JD Supra provides users with access to its legal industry publishing services (the "Service") through its website (the "Website") as well as through other sources. Our policies with regard to data collection and use of personal information of users of the Service, regardless of the manner in which users access the Service, and visitors to the Website are set forth in this statement ("Policy"). By using the Service, you signify your acceptance of this Policy.

Information Collection and Use by JD Supra

JD Supra collects users' names, companies, titles, e-mail address and industry. JD Supra also tracks the pages that users visit, logs IP addresses and aggregates non-personally identifiable user data and browser type. This data is gathered using cookies and other technologies.

The information and data collected is used to authenticate users and to send notifications relating to the Service, including email alerts to which users have subscribed; to manage the Service and Website, to improve the Service and to customize the user's experience. This information is also provided to the authors of the content to give them insight into their readership and help them to improve their content, so that it is most useful for our users.

JD Supra does not sell, rent or otherwise provide your details to third parties, other than to the authors of the content on JD Supra.

If you prefer not to enable cookies, you may change your browser settings to disable cookies; however, please note that rejecting cookies while visiting the Website may result in certain parts of the Website not operating correctly or as efficiently as if cookies were allowed.

Email Choice/Opt-out

Users who opt in to receive emails may choose to no longer receive e-mail updates and newsletters by selecting the "opt-out of future email" option in the email they receive from JD Supra or in their JD Supra account management screen.


JD Supra takes reasonable precautions to insure that user information is kept private. We restrict access to user information to those individuals who reasonably need access to perform their job functions, such as our third party email service, customer service personnel and technical staff. However, please note that no method of transmitting or storing data is completely secure and we cannot guarantee the security of user information. Unauthorized entry or use, hardware or software failure, and other factors may compromise the security of user information at any time.

If you have reason to believe that your interaction with us is no longer secure, you must immediately notify us of the problem by contacting us at In the unlikely event that we believe that the security of your user information in our possession or control may have been compromised, we may seek to notify you of that development and, if so, will endeavor to do so as promptly as practicable under the circumstances.

Sharing and Disclosure of Information JD Supra Collects

Except as otherwise described in this privacy statement, JD Supra will not disclose personal information to any third party unless we believe that disclosure is necessary to: (1) comply with applicable laws; (2) respond to governmental inquiries or requests; (3) comply with valid legal process; (4) protect the rights, privacy, safety or property of JD Supra, users of the Service, Website visitors or the public; (5) permit us to pursue available remedies or limit the damages that we may sustain; and (6) enforce our Terms & Conditions of Use.

In the event there is a change in the corporate structure of JD Supra such as, but not limited to, merger, consolidation, sale, liquidation or transfer of substantial assets, JD Supra may, in its sole discretion, transfer, sell or assign information collected on and through the Service to one or more affiliated or unaffiliated third parties.

Links to Other Websites

This Website and the Service may contain links to other websites. The operator of such other websites may collect information about you, including through cookies or other technologies. If you are using the Service through the Website and link to another site, you will leave the Website and this Policy will not apply to your use of and activity on those other sites. We encourage you to read the legal notices posted on those sites, including their privacy policies. We shall have no responsibility or liability for your visitation to, and the data collection and use practices of, such other sites. This Policy applies solely to the information collected in connection with your use of this Website and does not apply to any practices conducted offline or in connection with any other websites.

Changes in Our Privacy Policy

We reserve the right to change this Policy at any time. Please refer to the date at the top of this page to determine when this Policy was last revised. Any changes to our privacy policy will become effective upon posting of the revised policy on the Website. By continuing to use the Service or Website following such changes, you will be deemed to have agreed to such changes. If you do not agree with the terms of this Policy, as it may be amended from time to time, in whole or part, please do not continue using the Service or the Website.

Contacting JD Supra

If you have any questions about this privacy statement, the practices of this site, your dealings with this Web site, or if you would like to change any of the information you have provided to us, please contact us at:

- hide
*With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name. Or, sign up using your email address.