If there’s one thing that smart business owners do to sabotage their success, it’s this:
they keep reinventing the wheel.
You launch a course, you put in so much blood, sweat, and tears… You get customers for it, you get feedback… And then you move on and create a whole second course!
(Or more likely, get stuck creating it and possibly run out of money.)
I know because I’ve been that business owner, and in the past I’ve tried to keep feeding my creative beast by creating new courses and programs… instead of taking a more profitable route: selling courses to companies instead of individuals.
It sounds counterintuitive, but spending less time creating content can earn you more money.
Table of Contents
- How To Charge More For Your Existing Training Courses Without Selling More
- 5 Benefits of Selling Your Courses to Companies and Teams Instead of Individuals
- Finding the Right Offer
- [Checklist] Is Your Membership Site Ready To Sell training To Companies?
- How to prep your WordPress membership site to sell to companies
- Learn How to Sell Training to Companies
How To Charge More For Your Existing Training Courses Without Selling More
So here's the point: you need to become more profitable with the courses you already have. Without adding more.
To do this, you have two options:
- Raise prices, so that you're selling the same number of courses but have a larger paycheck
- Make more sales, so that your prices can stay the same, but you're reaching more people
…or maybe there's a third option.
By offering your existing courses to a new clientele – one that will purchase multiple course licenses in a single sale – you position your business for an entirely new level of growth.
The most successful online training courses have already hit on this opportunity – and are enjoying the results.
Sales strategist Marc Wayshak shared with us that selling his membership program to corporations “added another 20% in revenue in the past year.”
Repositioning your existing online courses to use for selling as corporate training tools opens up new growth opportunity on so many levels.
Here are just a few that go hand-in-hand with this sales strategy:
5 Benefits of Selling Your Courses to Companies and Teams Instead of Individuals
1. One course sale = 10x the revenue
Compare the effects of making a single sale. When selling as training to a corporate company with ten team members, the revenue of this sale is ten times greater than with one-off, individual sales.
The change is transformational: instead of trying to achieve a large volume of single-client sales to meet your income goals, you only need a few to really make a big dent in your income goals.
2. More stability in revenue projections
When you have the right positioning to focus on making big sales instead of smaller ones, it's much easier to make (and reach) accurate goals.
For example, you might need 1,000 individual sales to reach your revenue goals… requiring your sales team to focus more on ways to reach a large volume of potential clients. Depending on your industry (and competition), this may not be feasible year after year.
… but if you're marketing and selling courses as training for 5-person corporate teams, you need only 200 sales to reach the same revenue goal. (And if you can sell to 10-person teams, you only need 100 sales, and so on.)
It's a less daunting and more efficient way to project and attain your revenue needs.
4. A more calculated marketing process
All marketing efforts find their success in a focused, calculated message.
But when you decide to license out your membership site to teams, you focus on a niche within your niche. The smaller your target clients, the easier it can be to identify the decision-making benefits and pain points they have.
Who has more authority:
The personal trainer who works 1-1 with clients in the gym.
The trainer who markets himself out to training Olympic teams?
Their training methods and mentality might be the exact same… but positioning yourself a little higher on the playing field is a great way to keep building your brand's reputation.
When you leverage this new positioning, you may be pleasantly surprised at some of the big players in your niche who would love to work with you.
Finding the Right Offer
Although not every online course or membership site can be packaged and sold to corporate teams, most can with just a little bit of work.
The good news is that it's often not the content itself that needs to be tweaked – but the management side of things.
For example, corporate clients (whether that's businesses with large teams, realtor associations, or any industry where a group of professionals work together) care about more than just the course material. They're also looking for three things:
1. Ease of sharing it with their team members
Is it easy to share the material with their team members? Does each person get a unique login? Can the team leader control access – or delete someone if they leave the company?
2. Ease/Ability of tracking team member progress
If your course is focused on corporate training, many team leaders would love to see how their company users are actually progressing through the course.
Are they completing course material? Do they understand it?
Providing the right statistics and user tracking is a game-changer for your corporate clients.
3. Ease of purchasing new licenses
A client might start off with a basic 5-person membership subscription… but after realizing how amazing your content is, they want to add more team members.
Giving them flexibility to do this automatically (i.e. without having to put in a phone call to your customer support) is a huge bonus to busy clients who don't have a ton of time to spare during the workday.
[Checklist] Is Your Membership Site Ready To Sell training To Companies?
Using the above method of licensing your membership site/online course material to teams means that you can automatically tag them in your marketing automation system as “team clients”.
Everything from unique funnels and resources become much easier to manage and grow.
Speaking of those funnels… coming up with the best way to advertise a training course for companies might follow a similar online marketing funnel as selling to individuals… with a few tweaks.
Here's a quick checklist to get you started learning how to market corporate training programs:
1. Make a list of companies that would benefit from your training courses.
Who are the big fish in your industry – the ones that you're dying to have as testimonials to use on your site?
Do your research and make a note of who you want to approach… and why you picked them. The additional “why” should add enough context for you and your sales team to tailor your sales pitch.
Compare the difference a bit of context can add if, for example, you offer training for editors:
- Huffington Post
- Huffington Post … because our editorial training can improve X, Y, Z in their process and give them an edge on their competitors.
2. Create an outreach email campaign
Work with your copywriter, marketing strategist, and anyone else on your team to come up with the right angle and pitch for the initial outreach email campaign.
This should be primarily designed to explain the benefits of your offer and get you in touch with the decision maker for purchasing training.
Systemize this and make it an easy process to duplicate or even automate for ongoing outreach efforts.
Businesses don't want to hear fancy language or promises. They want to see results.
This is a key difference between selling to individuals and smaller businesses and selling to larger corporations.
With a smaller business, testimonials like “My team LOVED working with Sarah, and we noticed such a difference in our sales confidence after taking her course” are just fine.
Larger corporations wouldn't bat an eye… unless they see concrete evidence in testimonials, like “After our sales team took Sarah's course, they increased their closing percentage by 15%, leading to a 30% increase in revenue.”
4. Follow-up and be persistent
I repeat: BE VERY AGGRESSIVE.
Following up with corporate clients is a bit different than your individual or one-off sales.
There's a plethora of reasons why this is the case:
- There's a lot more noise out there that you have to be heard above.
- They're busy, and your sales pitch might not be top of mind for them
- If you're not on paper or on their calendar, you can easily be forgotten…forever
- Your competition is out there, too
Keep in mind that being aggressive does not mean that you toss out the human element. It's a tough balance for the best of copywriters, but you have to be personable, likeable, and persistent enough to make a hard sale.
As always, you can count on Hubspot to break the follow up email process down into bite-size pieces. If you're unfamiliar with how this might look, take a peek at their article to get a handle on it: 16 Templates For The Sales Follow Up Email
5. Follow Through
Big sales make more sales.
Each and every time you close a big sale marketing training to corporate teams, your customer retention team has to step it up and ensure that the experience for them is positive and impactful from start to finish.
But the testimonial that you receive from a single client – if they're big enough – can influence a dozen other decision-makers to also buy from you.
How to prep your WordPress membership site to sell to companies
The final piece of the puzzle is extremely practical: making sure you have the technology in place to deliver on your promises.
It’s kind of amazing, and for the longest time it was hard to license your courses and provide the right user experience for a corporation or group of participants.
But not anymore: with AccessAlly, you can have a licensed course up and running in no time, maximizing profits off your already-existing courses…
See it in action:
In a nutshell:
AccessAlly offers easy licensing options for when you start selling your online courses to corporate clients and teams. Essentially, this works the same as a regular membership subscription… except with a team “manager” who can add (or delete) team members under the account.
If you're using AccessAlly Pro, it gets even better because the Parent user can also view and track the progress of each member on their team… even though everyone maintains a separate can also see the progress of the Child accounts…
Available user stats include quiz results, how far they’ve gotten in a course, the last time they visited the site, and even questions or notes from each member.
Learn How to Sell Training to Companies
Embarking on the venture of learning how to sell training courses to companies – instead of one-off sales – is a huge shift. And granted, it's not one that every business can or should make.
But if you're looking for new ways to grow and mature as a company, now might be a good time to learn how to sell training to companies – and quadruple your revenue.
Maria Myre is a copywriter and content strategist. She helps businesses develop an unforgettable brand voice, so they can connect with their audience on a deeper level. Maria also loves Italian espresso, fall weather, and horseback riding.