End Every Law Firm Webinar With These 3 Questions

by ON24


Webinars are a great way to communicate knowledge, to demonstrate how much you know about the challenges facing your clients, to explain why they should hire you.

For that reason, it’s easy to forget that webinars are not only about sharing: they are also excellent opportunities to engage with your audience, to gather information, to initiate one-on-one conversations with the individuals participating in your sessions. 

How do you do that? By asking these three questions at the end of every webinar:

1. If you had 30 minutes to brainstorm with any lawyer – for free – what would you talk about? 

The answer to this question will reveal the precise issue(s) of greatest concern to your participants, giving you invaluable insight into the very things that keep your clients and prospects up at night.

Maybe it’s cybersecurity. Maybe it’s an issue with a current employee. Maybe it’s getting out of a bad contract with a supplier. Whatever the subject, their answer gives you vital intelligence, and you should act on it quickly. If you have an on-topic client alert sitting on the shelf, share it with your contact that very day. Maybe it’s an issue on which you could quickly develop an in-house CLE presentation for the client.

Even better, connect the person with a lawyer in your firm who regularly deals with matters like that, and offer a free phone conversation to brainstorm on possible solutions. 

2. What are the business issues that are keeping your company from meeting its goals and expectations? 

Just as the answer to your first question tells you what the individual participant is worried about, this question lets you identify the challenges that collectively concern department and company leadership. It might be navigating the new tax reform rules. It might be compliance with anti-corruption and anti-bribery regulations. It might be regulatory approval of a planned acquisition.

In all cases, it’s a golden opportunity to make them happy and alleviate their anxiety with written materials, in-house programs, and personal conversations (for free!) about the specific hurdles the company needs to overcome to meet its goals.

3. What other issues would you like us to cover in future webinars?  

You might be surprised with the answer to this one, particularly since participants have already told you both what worries them personally as well as the biggest challenges facing their company. But the answer to this question is often different, because it covers general knowledge your contact thinks they should know, like what GDPR means for the company or how the steel and aluminum tariffs could affect the supply chain.

And again, these answers give you opportunities to follow up with webinar participants with on-target answers to the questions that are dogging them. 

So put these three questions in your post-webinar survey message. Work them into your closing remarks. And start using your webinars not only to transmit knowledge, but to initiate conversations with your contacts about the problems they’re facing and the solutions you can provide. 

What other questions do you ask to close out your webinars? I’d love to hear about them.


[Katie O'Rourke is Director of Strategic Accounts at ON24. Connect with her on LinkedIn; follow for her latest writing on JD Supra.

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