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How to sell training courses to companies


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The training market is snowballing and is an ideal opportunity for online course creators, as most business owners are interested in improving their staff and making their businesses more profitable. In this post, we'll talk about the benefits of selling training courses to companies, how to identify potential clients for your services, and how to prepare a training proposal. Finally, we'll give tips on correctly packaging your offer to an organization.

The differences in creating and selling courses for consumer and business markets

The most significant difference is that in the consumer market, you're creating and selling directly to individuals who want to learn from you. However, when creating a course for the business market, you are selling indirectly through an intermediary, such as a company that will use your content as part of its training program or curriculum. In this market, you must deliver practical, actionable information that employees or team members can use to improve their performance.

In the corporate world, you will also need to find the right person with authority over the decision-making and convince that person that buying your course is the right move.

Benefits of selling courses to companies

Increased revenue: Selling courses to companies can result in bulk purchases, providing a steady income stream. Businesses often purchase training for multiple employees at once, which can result in significant revenue for online course creators.

Credibility and reputation: By selling your courses to companies, you gain credibility and establish yourself as a professional in your field. This credibility can open up new opportunities for upselling and expanding your customer base.

Targeted audience: When selling courses to companies, you have a clear target audience, making it easier to tailor your content to meet their specific needs. You can also create custom courses to meet the unique needs of each business, further increasing the value you offer to your clients.

Repeat business: Companies are often looking to train their employees on an ongoing basis. You can establish a long-term relationship with your clients by providing high-quality courses that fit their needs.

Impactful learning: Corporate training can significantly impact employees' professional development and help businesses improve their overall performance. As a result, your courses have the potential to make a real difference in the world and can be a fulfilling and satisfying experience for both you and your clients.

How to identify potential clients

Identify potential clients by looking for companies with a strong need for your course. For example, if you're selling an online course about how to use Microsoft Excel better in business settings, look at companies with lots of employees who use Excel regularly (e.g., banks, insurance companies, warehouses).

Analyze the market and look for competitors who are already doing what you want to do. Check out their websites or social media profiles; chances are they'll mention some of the organizations they work with, and you can start looking for similar companies.

Prepare a training proposal.

When selling B2B, you will be writing many proposals; if this is the first time you've written a proposal, don't worry. Here is an easy-to-follow format you can use for your training proposals:

  • Introduction: Briefly introduce yourself and provide context on why you're proposing training services to the client.
  • Problem statement: Identity and clearly state the problem or need that the client has that your training services can solve.
  • Objectives: Outline the specific goals and objectives that the training will achieve for the client.
  • Course Outline: Provide a detailed outline of the course/training program, including topics covered, methodology, and learning outcomes.
  • Qualifications: Highlight the qualifications and experience you have.
  • Evaluation: Outline a method for evaluating the effectiveness of your course, such as pre and post-training assessments or participant feedback.
  • Conclusion: Summarize the proposal's key points and restate your commitment to delivering high-quality services to the client.
  • Appendices: Provide any additional materials or information that support the proposal, such as samples of training materials or client references.
  • Pricing and Payment Terms: Clearly state the cost of the training, and specify payment terms.

Package your offer

Once you've identified your target companies, create a unique offer that distinguishes you from competitors and demonstrates your value. To do this, consider the following:

  • Benchmark Your Prices Against Competitors: Take a look at what similar training services are being offered and use that as a benchmark for pricing your services. 
  • Offer Introductory Discounts: Consider offering an introductory discount to new clients to encourage them to try your services. 
  • Provide Different Price Options: Some companies may prefer to purchase training services for their employees individually. In contrast, others may want to sign up for group training sessions. Offer different price options to accommodate the varying needs of your target clients.
  • Consider Bulk Discounts: For larger companies that want to purchase training services for multiple employees, offer a bulk discount. This could be a discount on the total price of each session.


In summary, selling training courses to companies is a great way to make money. The key is finding the right audience and developing a course that suits their needs. Do this well, and your business will flourish! If you want to learn more about creating a course, check out our course creation checklist here. Check out our course creation checklist here.


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