How To Sell Training Courses – 3 Step Formula
Looking to start a coaching business but don’t know how to sell training courses? Follow this 3 step formula that fills your business with students eager to learn.
Hi Trish Davies here and if it is ok with you I want to talk about sales and generating revenue. Information has always been one of the highest yielding commodities. Millions of people every day are looking for information that provides a solution to their problems.
The best part about this is that they are willing to pay for it. To them it is the fastest way to get from where they are to the place they want to be. Yes they could find out most of it for free but that would mean spending endless hours trawling online. Time that they can spend more effectively purchasing solutions that are hosted in one place.
Training courses are best served and delivered online due to the immediate access. Long gone are the days where coaches and trainers would package their training material on hard disks. You know the ones that used to arrive in huge boxes that contain DVD’s & CD’s and take up so much space.
Technology has changed the training course industry and it is now possible to create automated systems. Systems that work 24/7 attracting leads and converting them into high value customers.
I am going to share with you today a process that shows you how to sell training courses. This is the process that I teach my Build Your AU mastermind members to help them get their online courses onto the devices of their ideal customers.
It is a straightforward process helps attract your audience and then nurtures them to make that purchasing commitment. Let’s get into it.
How To Sell Training Courses
I am going to break down the process into three stages. Each stage naturally compliments the previous stage that does work on auto-pilot after you have done the initial work. That initial work involves creating value driven content using a special 3×3 formula that I teach my members.
Stage #1 Create Awareness & Engagement
As I have just mentioned your initial work revolves around creating value driven content. This content is designed to create awareness and engagement with your ideal customer.
Value driven content usually revolves around highlighting specific problems that your audience is experiencing. Those problems are easily defined by doing research online through the search engines, group forums and specific question & answer websites.
Therefore, the value content you create meets the demand of search terms people are entering online. Terms such as “How To House Train My Dog”, or “Ho To Get Rid Of Belly Fat”. These terms have desperate feelings and emotions behind them which is what your content must tap into.
The best types of content to create that tap into these emotions are visual, text based and audio.
Video Content
Video is obviously the visual type of content to create. YouTube is the biggest video hosting website on the internet and a platform that I leverage heavily to deliver content.
YouTube is a search engine in its own right. The next time you are on there just type a term in their search box and you will see this process work in front of you. You will see a huge list of videos that relate to the search term you enter.
Those videos are created by people just like you. They are creating awareness of them to the viewer and providing value in their videos.
Text Written Content
These are article which are referred to as blogs within the online marketing world. You are reading one right now and you found this article by entering a search term somewhere online. That search term was “how to sell training courses”.
Basically, you will be doing what I am doing right here, right now. I am providing information to you on how to overcome the problem you have. Google and the other search engines love blog articles that offer high value to their users and reward the creators by listing them.
Your blogs will be published on your authority website.
Audio Content
Audio content is very popular and can be distributed through various podcasting websites. Podcasts are attractive to your audience because they can be consumed on the move such as commuting to work or working out at the gym.
This stage of the process on how to sell training courses is all about creating that awareness and engagement. Therefore, you can leverage social platforms as well to publish all of these content types.
After all your audience will be on these platforms at some point so it is a great opportunity to gain exposure. Basically, you are raising your hand, so people notice you and then become interested in what you have to offer.
There is one crucial thing that you must do at this stage. That is, you must direct them to the solution they are looking for. You do that through a strong and clear call to action which is referred to as a CTA.
That CTA is a URL which is a link they click on which redirects them to a different webpage. This is the next stage of the process.
Stage #2 Capture Contact Details
When you get your ideal audience to this stage they are interested in what you have to offer. Through your content you will have stirred up emotions, aggravated their pain points, shown them there is a solution available.
Your solution may be an eBook, a webinar, a cheat sheet, workbook or video. Whatever it is it is a lead magnet which offers incredible value that gives some form of instant relief.
You deliver this through a 2 step process. The first step is a webpage that collects individuals contact details in return of their contact details. You are ethically bribing people because you are offering value in return.
Once the individual subscribes they receive the value you have created. So that is step one complete and this is where step 2 kicks into action.
Stage #3 Conversion Communication
Conversion communication is how you sell your training courses. The first two steps is to warm individuals up to the point that they are committed to get their credit cards out.
Your lead magnet is designed to give immediate relief but not the total solution. The total solution will be delivered within your online training course. Think of the lead magnet being an appetizer and your online course as the main meal.
This all relies on conversion communication between you and your lead. Remember they are not a customer as yet, but you do get an opportunity to serve your main dish as soon as they subscribe to your lead magnet.
You do this through what is called a thank you page which is the second step. This is another webpage that people are directed to after they subscribe. Conversion communication is all about building a relationship with your lead and prospect.
What better way to do this than introducing yourself through a welcome video. Instantly the lead can see there is a real person behind the business. In this video you will show your gratitude to your lead for subscribing to receive your lead magnet.
Then you can introduce the individual to your full course. You can explain the benefits they will receive by taking your course, how it is a complete solution to their problem.
You will provide them with a link to your sales page, your money page so to speak.
If the individual doesn’t take up your offer there and then don’t start panicking. It may be that they need more time to make that informed and purchasing decision. You still have plenty of opportunity to nurture them into the conversion stage.
Ongoing Conversion Communication
So, what do I mean by ongoing conversion communication. The first thing you can do is to invite your lead to join your social media group. This is an environment that you control to provide a safe and secure place.
The nature of this group is to create a community atmosphere. Also, it give your lead an opportunity to learn more about you and how you can help and serve them.
Another conversion communication strategy is email marketing. The page that your lead magnet is offered is also linked to an email marketing management system. When your leads requests your lead magnet they will submit some personal details.
One of those details is an email address which is then held within a database. This database will become a valuable asset for your business. It is a communication tool that you can leverage whenever you want.
The nature of the emails you send will be based on providing more value to your lead. You will talk about your training course but not in a salesy way. You can show brief snippets of what they can expect from your course along with stressing the benefits they will receive.
At the end of the day all businesses rely on the relationship they have with their leads and customers. Selling online training courses is no different.
Build Your AU shows you how to sell training courses in an authentic way. A way that creates the relationship you need so people know, like and trust you. To learn more about the process click here.
Helping you build your authenticity, authority and audience.
Trish Davies
Build Your AU
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