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How to sell more training courses to elusive decision-makers

Published: Tue Apr 27 2021 16:08:06 GMT+0000 (Coordinated Universal Time)

Training is a profitable industry to be in right now.

The sector has boomed over the last decade, with more courses going online and an ever-increasing understanding among leaders that keeping up with the latest know-how is good for business.

It's a lucrative but highly competitive market, and lead generation in this field takes patience and perseverance. Understanding the hows and whys of what works is essential if you want to generate a healthy number of potential clients.

The main point you need to remember is this:

The reason? Prospective clients tend to be more sceptical about the value offered by training providers, so you need to approach them with skill and consideration.

Typically, the relationships you nourish will be longer-term and involve a more significant commitment from your prospect, so decision-makers are unlikely to jump into a deal after only a few conversations or email exchanges. They need to trust that your values are aligned and that you fully understand, embrace and fit their culture.

How to sell your training or coaching service

The first secret of success when selling your training or coaching service is to stay tenacious. Be consistent in your communications and follow-ups until you have a definitive "yes" or "no" answer.

80% of sales across all industries happen on the fifth to twelfth contact. If you're selling training solutions, expect to make a higher-than-average number of follow-ups before hearing a "yes".

We have had great success working closely with providers of training and education services to increase their enrolments.

Here are more insights that we've learnt from carrying out lead generation for training companies.

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