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Selling Courses to Companies: Connect Your Online Course to What Businesses Buy

It doesn’t matter if you are an expert in marketing, business building, wellness, or relationships. Companies big and small are investing with experts like you. 

They’re investing in our online courses, buying bulk packages for multiple enrollments… 

They’re investing in consulting for large scale projects to transform in-person training to virtual… 

They’re investing in coaching for their teams who have shifted to remote work…  

In fact, 85% of companies said they plan to develop new programs as a result of COVID-19. LinkedIn found that there was a 159% increase in CEOs championing learning and development during the pandemic, and employees were spending 130% more time learning in the early months of COVID-19.

Many companies are spending more on training and development now than they were before the pandemic.  

Bottom line: there is a big opportunity to sell your courses, coaching, and consulting to corporate clients, no matter what your expertise. You can easily sell your courses to corporate.

The key to tapping into this market to sell your courses or coaching is to connect what you do to what they will buy. Let’s walk through 5 ways you can do this. 

5 Things to Focus On When Selling Courses to Corporate Clients 

Profit is the main focus when making decisions in companies. When you connect your online offers, coaching, or consulting to profit, you make it easy for a company to say “yes”.

There are only two ways to increase profit: by increasing sales or reducing costs.

You can increase sales by helping them land more customers or getting their existing customers to spend more. 

Focus #1: How can you help them increase their customers?

Think about how what you teach can help a company increase their customers or increase the amount of money each client spends with that company.

  • Can you enable them to go get more clients? 
  • Can you equip them to retain clients longer?
  • Can you help them have each customer spend more with them? 

You might think, “Well I don’t do that, Jeanine. I don’t teach marketing or sales.”

That may be true. But, if you dig deeper, you may be able to make this connection.

If you help companies with their websites or you teach them how to do search engine optimization, this is helping them get more customers, right?

If you are a storytelling expert, you can help companies give better presentations that can generate new clients. 

If you are an improv or drama coach, you can help team members think on their feet. This can translate into landing that new client. 

Focus #2: How can you support them in having their customers spend more?

Let’s switch our focus now: How can you impact the average amount that their customer spends?

If you create referral programs, this is an easy connection. But, what if you don’t directly focus on sales or marketing?

If you are a relationship coach, you can help employees learn to quickly build trust and loyalty with their clients. 

If you are a leadership development coach, you can help leaders create more engaged work teams who connect at a deeper level with clients. 

There are many ways that you can make an indirect connection to increasing sales that will allow you to sell to corporate.

How to Sell Courses to Corporate Clients by Reducing Costs 

Now, the other way that we drive profit is that we reduce costs. There are three ways you can help companies reduce costs: reducing turnover, increasing productivity, and reducing waste.

Focus #3: How can you help them increase staff retention?

Think about how your work can help them to retain their talent. 

If you are a team-building expert, your work in creating better communication in teams is an obvious connection. But, what if your work is not directly focused on employee engagement?

If you are a parenting coach, you can teach parents skills that allow them to better manage work and home life. This level of support from a company can go a long way toward building loyalty by helping employees deal with the stress of work/life balance.

If you are a wellness coach, you can teach employees how to lead a healthier lifestyle. This contributes to a deeper sense of connection to the organization. 

Focus #4: How can you help them increase productivity?

Increasing productivity directly impacts profit.

If you are a productivity, Six Sigma, or time management coach, your ability to impact this is obvious. 

If you are an expert in ergonomics, you can help employees take care of their bodies to sustain productivity over time.

If you are a wellness coach, you can help employees reduce illness (and sick days).

Focus #5: How can you help them reduce waste?

Waste shows up in many ways in a company and it quickly impacts profits.

There are obvious contributors to waste such as losing great staff or having downtime.

But there are also waste reduction opportunities in streamlining processes, identifying opportunities, and maximizing the use of every employee’s time. 

Maybe you’re a time management or efficiency expert and can easily see how you can help companies reduce waste.

If you are great at helping people find purpose and prioritize what’s important, you can help individuals and teams focus on the right things that deliver the right results. 

If you are a communications coach, you can help teams talk through issues instead of wasting time avoiding issues that may have a significant cost impact on the company.

Summary

When you mentally shift out of “what you do” and focus on “how can I help companies produce more profitable growth,” you can get attention and easily sell to corporate.

You get attention by speaking the language that organizations speak. And, they speak the language of profit. Click To Tweet

I encourage you to try this exercise: 

Take each of the 5 focus areas and brainstorm how you might impact this profit driver.

  1. Focus #1: How can you help them increase their customer?
  2. Focus #2: How can you support them in having their customers spend more?
  3. Focus #3: How can you help them increase staff retention?
  4. Focus #4: How can you help them increase productivity?
  5. Focus #5: How can you help them reduce waste?

Once you do this, you will have a strong set of talking points to get you in the door. 

Let me know what shows up for you. Take a look at this and go do some reflection. If you have an idea already of how what you do supports profitable growth, share it in the comments to inspire others.

7 Comments

  1. Kitt Rothstein says:

    Thank you so much! I’m just getting started in coaching and I am rebelling against the only model that seems to be taught.(the social media content generator of endless inspirational quotes, combined with an at home photo shoot post that invites you to use their service every 4th contact) I love that you open up the possibilities for coaching to look like something else.

  2. Judy Basso says:

    Jeanine this is brilliant. I teach people how to master powerful vision boards. This can definitely help increase sales, help the management to be more effective and the owners to be more profitable.

    What is the best way that you would suggest to get this message out to the masses – in the corporate world?

  3. Denise Southard says:

    I’m curious Kitt…even though you’re tired of seeing the social media content model being taught, do you think it has value to the business they are representing? I ask because I am just now contemplating starting a social media marketing agency to help businesses become more visible and increase engagement.

  4. Kitt says:

    I really think the current model of marketing has become so saturated that we’re due for a new standard to be coming out. It’s all about constantly innovating because new gets attention. I’m keeping an eye on the clubhouse app and it’s potential for creating connection to your tribe, so to speak. In business, I think the wheels of adaptation turn slower but as employees start requesting more & more benefits that employers will be able to gather empirical evidence of the value of individual programs and that will deepen assimilation of programs in the future.

  5. Kitt Rothstein says:

    Somewhat but , if you’re involved in the growth minded/ coaching scene, this model is becoming very trite. We need a new way to reach people that looks different from the “heartfelt”qyotes that are meant to be thought provoking. I don’t know what that looks like but the people who figure it out first will be on top of the marketing wave.

  6. Thank you, I am in the healthcare sector and I am wanting to get information about chronic pain management lessening pain relief out there. You are so right about storytelling and this video has opened my eyes to the corporate possibilities. Retaining staff is important and it is worth investing in them by offering them help, which then helps the bottom line.

  7. Thank-you, this has helped me clarify things. I am currently developing a Business English Communication Skills on-line course for companies. I’ve tried to apply the suggestions as they relate to my business. Would welcome any feedback from people!

    1. HELP THEM INCREASE THEIR CUSTOMERS
    Improved communication skills enable the company to communicate more effectively and successfully with potential clients, thus increasing their reach and capturing greater market share.
    2. HELP THEIR EXISTING CUSTOMERS SPEND MORE
    Improved communication skills enable the company to respond more effectively to the needs of their customers, build confidence, trust and loyalty, and cement credibility. Customers will feel understood and valued, they will trust and respect the company more, and ultimately spend more.
    3. HELP THEM INCREASE STAFF RETENTION
    Improved communication skills build more effective teams, boost confidence and trust, drive motivation and company engagement, and cement loyalty – which all lead to increased staff retention.
    4. HELP THEM INCREASE PRODUCTIVITY
    Improved communication skills negate the cost of poor communication. Poor communication results in decreased productivity, lowered confidence and trust, and time/effort wastage.
    5. HELP THEM REDUCE WASTE
    Improved communication skills allow companies to better plan, organise and deliver. This reduces/eliminates inefficiencies.

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The key is to figure out the one thing you can do that will make the

BIGGEST IMPACT.

Then, do that ONE thing first.

-Jeanine Blackwell

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