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How to Market and Sell Training to Businesses

How to Market and Sell Training to Businesses. Presented by Kathy Yeager Johnson County Community College Center for Business and Technology 913-469-3845 kyeager@jccc.edu. Profile . Third largest college in Kansas 16,000 credit and 16,000 non-credit

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How to Market and Sell Training to Businesses

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  1. How to Market and Sell Training to Businesses Presented by Kathy Yeager Johnson County Community College Center for Business and Technology 913-469-3845 kyeager@jccc.edu

  2. Profile • Third largest college in Kansas • 16,000 credit and 16,000 non-credit • Center for Business and Technology part of JCCC for 22 years • CBT generates $3M per year • Provides blended learning in public seminars, contract training, on-line learning, and one-on-one consulting • Targets 100+ employees; $10MD in sales

  3. Marketing • Direct Mail • Catalog • Bi-monthly postcards • Web Site – www.centerforbusiness.org • E-mail blast monthly • Trade Shows • Radio Spots • Advertisements

  4. There is a difference between marketing and sales….. • Marketing – What you do to attract prospects before you meet them face-to-face. • Sales – What you do when you are one on one with the prospect. • Marketing opens the door for sales.

  5. Selling to the right customers • Do they have a budget? • Do they believe in and utilize training? • Do they have a need for training? • Do you have the products they need? • Do they fit the profile of past customers who purchased your products?

  6. Targeting Ideas • Sell in vertical markets such as insurance, healthcare, banking and finance • Contact customers in the public seminars and get decision makers names for contract training • Run a pilot with top management for buy-in and feedback • Offer a showcase of new products free to invite in key decision makers

  7. Targeting Ideas • Conduct proactive sales calls. Don’t wait for the phone to ring. • Get referrals from satisfied customers. • Offer certification training for certain industries. • Know the fiscal year dates of top companies. • Call on the “C” level of the organization

  8. Targeting Ideas • Sell solutions instead of products. Sell to the needs of the company. • Expand your identity within a company • Nurture existing customers. • Build long-term relationships for repeat business.

  9. Success Indicators • Evaluations are good • Repeat business • Your customers tell other customers • Trust is high and they think of you first • Your consultant becomes part of the company culture • You schedule 1-2 years of training at once • You brainstorm new training ideas, and the customer listens

  10. Final Thoughts • Determine what you do best….then target companies that need what you do. • Offer value-added services • Pre and post tests • Discounts for volume • Gift certificates to public seminars • Nominate for an award • Back think your most successful sale and determine why it worked so well.

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