How to Sell Corporate Training Programs: A Case Study with Marc Wayshak

How to sell corporate training

If you have knowledge and experience to impart to teams and employees, but you’re wondering how to sell corporate training programs…

You’ve come to the right place.

Believe it or not, companies are spending $8 billion per year on corporate training.

You can get a piece of that action.

But you need to know how to sell corporate training programs the right way.

In this case study, we’ll look at how corporate sales training expert Marc Wayshak built a successful training business and how he developed additional revenue streams by adding online training.

Marc’s Advice on How To Sell Corporate Training Programs to Teams

Selling to Corporations With Marc Wayshak

Before we dive into Marc’s sales advice, let’s see why we might want to emulate his strategies and learn from him.

Marc Wayshak is a sales strategist and the bestselling author of Game Plan Selling and Breaking All Barriers.

He created the Game Plan Selling System™, a data-driven and science-based sales methodology that balances both qualitative and quantitative research with proven results in client companies.

Marc’s innovative selling system works for salespeople, entrepreneurs and companies alike. He is a frequent contributor to Inc, HubSpot, Fast Company, and Entrepreneur Magazine. Marc holds an MBA from the University of Oxford and a BA in social sciences from Harvard University.

Plus, he practices what he preaches by having a successful sales training business himself.

Here are some of the key things that Marc recommends to help you sell corporate training programs to teams:

1. Think like a doctor, not a sales person

Many sales people come in with the training solution they want to sell. Instead, Marc recommends thinking like a doctor and diagnosing what a company might need help with.

This way, before presenting a course or solution, you can fully understand the company’s HR and training needs.

2. Disqualify prospects early, and sell to the top

When selling corporate training to teams, you need to realize that not every prospect will be a good fit. That means you can save time and energy by focusing on the right clients, and being willing to let people know if it’s not the right for them.

Similarly, Marc recommends knowing who you’re speaking with. If you’re not speaking with a CEO, Chief Learning Officer or VP of a big organization, you might run into a wall when the non-decision maker can’t move forward with a training purchase.

3. Don’t be attached to the sale

This is a great sales tip, no matter what you’re selling but it applies to selling corporate training too.

Marc’s advice is to remain unattached to the outcome of your sales efforts. When you approach a sales conversation this way, you can give prospects the most honest and useful recommendations, whether that means purchasing your training or not.

This way, you become a trusted advisor instead of a sales person just out to hawk your product.

4. Focus on delivering results first

The Chief Learning Officer doesn’t care about your training, your experience, or your track record.

What they’re looking for is a solution to their problems, and results for their team members.

When you focus on delivering results, the way you deliver a corporate training program isn’t as important.

For example, Marc Wayshak shares that he often gets companies asking him to deliver a sales focused keynote presentation.

But he’s found that after even the best of keynote presentations, employees will go back to doing things the way they always did… within a week’s time.

Instead, Marc recommends an in-depth ongoing training process, which always includes an online training element.

How to sell corporate training online

How Selling Online Corporate Training Programs Can Help You Earn More (Without Working Harder)

If you offer in-person training, then you might be surprised to learn that companies are getting between 50% and 80% of their training needs through online courses.

This doesn’t mean that you need to stop offering in-person training, but rather that adding an online component can do a lot for your business.

Marc has been delivering in-person corporate training to sales teams for many years, but his business changed when he added an online training element.

Marc is able to earn more for the same efforts by having an online corporate training program for teams.

With an 8 week intensive that includes role play, online interaction, and quizzing, Marc’s corporate sales clients are seeing results.

The fundamental difference in how Marc does business changed in 3 ways since adding online sales training to his offerings:

1. Online Corporate Training Reduces Training Travel Costs

According to Marc, for a lot of companies, getting everyone together in one place to do a 3 day sales training is prohibitive.

There are more companies now with virtual teams and employees, so offering online training that is facilitated by the sales leadership is so much easier.

2. Online Courses Allow You To Work With Smaller Teams

Another benefit that Marc found by offering online sales training is that he can work with smaller teams.

For a company with 5 sales people, it would be cost prohibitive for Marc to travel and train them. But now this company can invest a couple thousand dollars and get everyone into world class sales training program, that they wouldn’t have had access to otherwise.

3. A Digital Training Portal Increases Visibility for Team Leadership

Companies want to make sure that when they invest in training, their employees get the training they paid for.

That means having the ability to show employee progress through a team management dashboard, which is done through AccessAlly.

Thanks to his training portal, Marc was able to significantly increase the price of his larger sales training for bigger clients because he can show results to team leadership online.

Corporate Training Member Portal

The Technology To Help You Train Teams Online

When it comes time to choose which technology will allow you to sell your training to companies better, there are plenty of options to choose from.

Some of the key things you’ll want to look for include:

  • Integration with your existing CRM or automation marketing platform
  • Interactive elements like progress tracking, quizzing, certificates of completion, gamification
  • The ability for teams to self-manage their employees, so that you can sell bulk licenses to your courses and online portal

For Marc, AccessAlly handled all of these and more.

In his words:

“AccessAlly has been huge for us. Super easy to use, very professional looking.

In particular, having the quizzing functionality is big because it allows us to show the client whether a sales person is truly participating in the course.

From a learning perspective, it also helps participants to digest what they just learned about.

I’ve learned that it just takes very simple but effective quizzes to get results.

AccessAlly also helps us to drip the content, so we’ve broken up what was a really big course into an 8 week training.

So each week they get a new module. Each module has a homework assignment and exercises to do.

At the end of the 8 weeks, they come out with complete sales training.

Because I’ve been able to sell my membership program to corporations, I’ve added an other 20% in revenue in the past year.”

How to sell corporate training digital

Migrating From CustomerHub to AccessAlly

If you already have some membership-style content hosted somewhere, you might be hesitant to undertake a migration effort to switch to AccessAlly.

For Marc, the decision to leave CustomerHub was a no-brainer.

CustomerHub (by Infusionsoft) was not mobile responsive, and he knew that there had to be another option for his online training program.

According to Marc:

“I had a friend who was using AccessAlly, and after he showed me how it works I saw that it’s a really simple plugin, fully customizable, I have complete ownership of it.

I looked at other companies out there and I couldn’t find anything close to what we needed, and that was available in AccessAlly.

Switching wasn’t that hard. We just had my assistant download the content from CustomerHub and then put it into AccessAlly.

We didn’t have quizzing functionality in CustomerHub, so we created our quizzes directly in AccessAlly.

Since being on AccessAlly, my membership site has tripled in members. The ability to do one-click upsells alone generates 25% of my revenue.

The transition itself wasn’t that hard, it was just labor intensive to copy over the content. Overall pretty simple, because AccessAlly lets you clone pages and just plug in the content.”

Selling online courses with quizzes

Adding Quizzes and Team Management Portals To Deliver Better Training Results

One thing that Marc Wayshak is clear on is that selling isn’t about “making the sale”, it’s about delivering results.

It’s one thing to put together an online training or even an in-person program, and call it a day…

But it’s a whole other thing to really put in the follow-up and follow-through that will get teams to learn and start using your methodologies and training.

That’s why offering a team management portal that gives leaders an overview of their team’s progress is so effective.

It’s also why quizzes and membership portals are worth more to organizations and companies.

AccessAlly makes creating these team management dashboards easy, along with all of the progress tracking and quizzing to help learners stay motivated.

More Tips for How to Sell Training Courses to Companies

Curious about selling your expertise to corporations? Find out how you can get in on the action by learning how to sell corporate training programs (online or off). #onlinelearning #corporatetraining #selltocorporations #digitalmarketing

We covered a lot in this post, but Marc had a few more things to share on how to sell corporate training programs.

He recommends using an online course as an addition to what you’re already selling.

You can easily double the size of any training sale just by including an online training portal.

In today’s world with all of the daily distractions, having access to a training portal is big because employees can do the training on their own time.

Get more advice for selling training courses to companies here:

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