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    Program Sales Made Easy: The Key Assets for Closing Lucrative Licensing Deals with April Beach and Emily Hall (Episode 293)

    Program Sales Made Easy: The Key Assets for Closing Lucrative Licensing Deals



    In this episode, we’re delving into the essential components you need to successfully sell your programs and license your trainings and courses to other organizations. Whether you’re targeting nonprofits, government agencies, educational institutions, small businesses, tech companies, hospitals, or other coaches, we’ve got you covered. 
    Today, we’re breaking it down to the nitty-gritty. We’ll be discussing the three crucial assets you must have in order to close those lucrative licensing deals. And guess what? It’s not as complicated as it may seem. Selling and licensing can be straightforward and accessible, and we’re here to simplify the process for you.
    Joining us once again is Emily Hall, our licensing sales specialist. Together, we’ll unpack each asset in detail, providing you with a clear understanding of what you need to have prepared to secure those million-dollar licensing agreements. It’s going to be a straightforward and practical episode, so make sure you grab a pen and paper to take notes.
    If you’re ready to take your business to the next level and enter the world of licensing, we’re here to support you every step of the way. At, you’ll find information on how you can work with us to develop these essential assets. Whether you want a dream team to guide you through the process, assistance from Emily in building out your sales presentations, or opportunities to collaborate with other businesses within our ecosystem, we’ve got you covered.
    At the end of this episode, you will: 
    1. The Three Essential Assets: Discover the key assets needed to successfully sell programs and license trainings to organizations, including the power of the onepager, the genius sales presentation, and the persuasive proposal.
    2. Simplifying the Sales Process: Demystify the sales process and understand that selling and licensing can be straightforward and accessible. Gain insights on how to effectively engage with potential clients, build trust, and present your program as the perfect solution to their challenges.
    3. The Importance of Active Listening and Customization: Learn the value of active listening and tailoring your approach to address the specific needs and concerns of potential clients. Understand how to create meaningful connections, establish credibility, and guide clients towards a confident decision.
    Resources mentioned: 
    Work with us to license your course to other companies:

    April Beach on LinkedIn

    Other episodes mentioned;

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    Full Show Transcript:


    [00:00:44] April Beach: All right, you guys. This is episode number 293, and I’m super stoked to dive into this. This is really the nitty gritty of what you need. To sell your programs to other companies, to license your trainings and courses to other organizations, nonprofits, [00:01:00] government education, small business tech companies, hospitals, other coaches just like you.

    [00:01:06] April Beach: Today we’re diving into what you actually need. We’re talking about the actual assets that you need to close a sales deal, and there’s only three assets. Praise the Lord. I love licensing, you guys. It is so simple. The sales process is so simple. Shoot, that’s why I’ve done it for 14 years. That’s why I was able to figure it out 14 years ago without ever do ever having to do it before, because you don’t have to overthink it.

    [00:01:34] April Beach: It isn’t this complex. Sh fancy schmancy thing, and we’re making it really simple for you Here on today’s episode, of course, Emily Hall, our licensing sales specialist, is back with us again, and we’re actually unpacking the three deliverables that you need to have prepared in order to close millions of dollars in licensing deals.

    [00:01:57] April Beach: All right, so this is going to be [00:02:00] simple. Make sure you have a pen and a paper out because Emily unpacks each asset for you. And of course, if you wanna work with us to develop these assets, if you are ready to move into licensing and you are ready to scale in this amazing way, And you want a dream team that is rolling up their sleeves with you, you know where to find us. Cruise over to Simply click on licensing and you can find out how you can apply to work with me, how you can apply to be part of our ecosystem, working with Emily and having her build out your sales presentations even for you. And of course, you can also apply to work with us privately or in our ecosystem with other businesses.

    [00:02:42] April Beach: We have super opportunities to help you advance at your rate, at your speed, and we are waiting there for you. So again, cruise over to sweet life and you can find all of our licensing support options and click on the one that you believe is right for you now. [00:03:00] Let’s unpack what you actually need, the three assets you actually need in order to sell licensing deals. I can’t wait to dive in more. Emily and I in this show even dove into what you need to put within each asset. We’re not just telling you, ah, you need this and this and this. She actually unpacks and in this, do that and in here do there. So get a piece of paper and a pen and let’s go ahead and dive in.

    [00:03:28] April Beach: All right everybody. We are back again with Emily Hall, and this is like the fast down and dirty, but full of gold series of podcast episodes on how to sell your courses to companies. And the last couple episodes we talked about, how to approach companies, who to sell them to, like how to find the right company to sell your training or course to.

    [00:03:51] April Beach: And then in last episode, Emily walked you through, you know, exactly,, how to hold those conversations in a sales process. How to [00:04:00] actually outreach and who to connect to in a sales process. And today we are diving in and finishing the trifecta of amazing. Information and coaching for you here on actually, what do you need?

    [00:04:13] April Beach: What assets do you actually need to close sales deals, whether they’re a thousand or a million dollars, when we’re talking about selling your programs to companies. So I’m super excited about, talking about these three components of the, the assets that people need. So can you dive in? Let’s start with obviously the basics of each one of these assets and the function of each one of these.

    [00:04:41] Emily Hall: So the three assets that you need to close any sale. The first one is a one pager, so this is going to be a high level description of. What your program is a really, that social proof or the proof of the problems of some sort of data, some sort of something that illustrates what problem they’re [00:05:00] feeling, that validates that, , that then flowing into the features and the benefits and the value of having that overall transformation solved.

    [00:05:10] Emily Hall: Get to that transformation. What, you know, that that big value thing that they’re looking for. Then diving into, you know, a high level of what the format of the program is, what the features are, what all the benefits are, the kind of the, not the nitty gritty, but a little bit more detail, um, than about you, about the educator, about your company, your credibility markers, brands you’ve worked with, things like that.

    [00:05:34] Emily Hall: So it’s really just an at a glance. One, maybe two pages tops. This comes in early in the process. It’s something that you typically engage in with your champion, which we talked about in the last episode, and that then becomes a, , kind of a talking point piece for them to be able to take within their organization to make sure that they’re representing your.

    [00:05:53] Emily Hall: Program and your brand and you the way that you want them to. And so this can be standardized, it can be customized for different [00:06:00] industries, for different brands. It can be as simple or as complicated as you want it to be. Simpler is often best with one pagers though.

    [00:06:07] April Beach: So I love this. We’re talking about one pagers because I know our audience is really familiar with one pagers when it comes to pitching themselves to speak. You know, so we have speaking one pagers. We have, you know, one pagers to get pitched on podcasts to be a podcast guest. But what’s so cool about this is that you’re really talking about a one pager that talks about the problems and solutions of their actual offer. So it’s an offer, one pager, it’s a program, one pager, and it, it’s talking about, Hey, listen, why should your company bring in my training? Why should your company bring in my course? These are the markers. These are the problems we solve. So literally, It’s as simple as that. That very first thing, it’s a higher level one pager in order to sell a program. And so it’s cool if it’s two pages, you think in many cases

    [00:06:54] Emily Hall: it can be. Yeah. If it works visually to have it just a little bit more spaced out, you know, you don’t [00:07:00] wanna compromise readability, , and having it feel overwhelming to look at, you’d rather have them read it right? So if it, if it’s, think of it like a resume, like if it goes on two pages cause it really needs to, that’s okay. Just make sure that it’s cohesive and clear and it’s not two full packed pages. It’s two pages that have room to breathe and you’re using design a little bit differently.

    [00:07:23] Emily Hall: You’ve got a little more space, you’ve got a little more, uh, room to room to play visually so that they can scan it faster. That’s kind of the only reason that you would dip into two and kind of where you wanna, where you wanna hold yourself back there from using two pages as an excuse to just fit more information on that is not the goal. Not the goal.

    [00:07:42] April Beach: Well, and I know that’s a big problem and, and, but we see that with our clients, right? They really wanna, they just wanna share everything and they’re like, oh my gosh, I wanna get out there. I wanna put everything in that one page or, so. Can you just highlight again, for those people that are listening, like, what are, what are the most important things that need to be on this? It’s not everything, [00:08:00] but what exactly should be on this one pager?

    [00:08:02] Emily Hall: Yeah. Less is. Less is more. And, , every single one of my clients has run into this exact same thing. You think that every. Single part of your program. Every single detail, every single statistic, every single, everything is so special and so important.

    [00:08:17] Emily Hall: You have such an attachment to it, and you really have to look hard in the mirror and get a little bit critical about how you walk those back a little bit and think about what are truly the most important words that need to be on this page. It very much is an introduction to your program, not. It. It’s not selling the program itself.

    [00:08:35] Emily Hall: It’s getting them interested. It’s bringing them to the table. That’s the goal of this one sheet, is to pique their interest so that they come to the table with you to have more conversations. So the things that you want on there are a really high level overview, kind of a tagline type situation. You want to outline the problem and kind of the overall solution, that big transformation, um, and whether that’s through data or whatever other can kind of things [00:09:00] that you typically will use to, um, sell those.

    [00:09:02] Emily Hall: A lot of that can be transferred from your B2C sales. If you’re already doing B2C sales, that can come over pretty easily. And then you want to talk about really high level, so. The program format, the for the structure, what’s included. Again, not getting into the nitty gritty, this is not like a full detailed proposal, which we’ll talk about in a little bit, but this is just a very, very quick, here is what the thing is.

    [00:09:25] Emily Hall: And then really reinforcing your credibility. So your bio, your company’s bio, the companies that you’ve worked with, how many people have taken this? I. Those, those authority builders and those credibility boosters that are gonna help them say, okay, yes, I take this person seriously. This is something to pay attention to.

    [00:09:43] April Beach: That’s so cool. That’s so cool. And super simple. Okay, so that is asset number one. And then asset number two is…

    [00:09:50] Emily Hall: is our sales presentation. So this is the thing that freaks a lot of people out. It feels very intimidating, it feels very formal. But if you wanna think about the sales presentation as. [00:10:00] Just a slightly more structured sales conversation.

    [00:10:03] Emily Hall: So usually the sales presentation will be, you don’t need to have it ready for your initial meeting with your champion. Typically it’s gonna be a second or third meeting within the organization, um, depending on how. Big the company is how many layers they’ve got, things like that. Um, and it is, it ranges really in how you put it together and what they’re looking for.

    [00:10:25] Emily Hall: It can be anywhere from 10 minutes to 45 minutes. You can be really, really specifically answering questions that they have. They might have really specific requests on what they want information on. Um, or you, they might give you nothing and you have to really kind of, Use your, your audience analysis, your research.

    [00:10:45] Emily Hall: Lean on your champion for insights to be able to craft something that you know is gonna be really compelling and really persuasive. So, Typically a pit , sales presentation has a few different parts. It’s got an open, it’s got a middle that has a few different subsections, [00:11:00] and then it has a close. And how much or how little you put into that really depends on who you’re speaking to, what they wanna hear about, how you wanna kind of position your content.

    [00:11:10] Emily Hall: The biggest thing is to remember that this is a. Presentation for your audience. It’s not a presentation about you, which is an in. It’s a different nuance. This is not a, I’m gonna stand up here and read you the brochure. Of all the reasons why I’m amazing, it is a, here are all of the ways that you are struggling, and this program is perfectly positioned to help that it positions you as a partner, positions you as an ally, and as somebody that they can see going forward.

    [00:11:40] Emily Hall: It builds that connection, that credibility, that trust, so that they feel more confident saying yes at the end of it.

    [00:11:46] Emily Hall: See, I think

    [00:11:47] April Beach: that’s a mind-blowing thing and I think people overthink this. And again, as you guys know, cuz I’ve said it a million times, Emily is in, she works with our clients on these kick-ass sales presentations.

    [00:11:59] April Beach: And, and we [00:12:00] see that in our clients too, right? Like they, they feel like they need to show up and like, Initially until they learn this magic that, and I think it just is a tendency in the world of business, we feel like we need to show up and present. Right. And it’s always like the same presentation every single time.

    [00:12:17] April Beach: But if, if our listeners have been listening to everyone of the podcast episodes, they know that in the last episode you talked about, I. Important questions to ask that in internal champion, right. Important questions to ask in that first meeting, and what you are saying and what you teach actually feels so much better and it works a lot more to make more money and close more deals.

    [00:12:39] April Beach: It’s where you’re, you’re presenting back not just the program, but their own, probably like what you heard them say about their issues as to why your program would be a good fit for that. And let’s say, I mean, I’m just gonna be honest, frankly, I really love that because I don’t like feeling like I’m under pressure to sell something.

    [00:12:59] April Beach: [00:13:00] I like having a conversation. And so the way you’re talking about this is even though you’re in a sales presentation, it’s still bringing up conversations that you’ve already had regarding their specific company. This just feels so good to me, and I know our clients love this process as well, you know, how, but is this the way that like, I mean, you’re, this is your area of expertise, you know, so obviously you’re the expert at this, right?

    [00:13:28] April Beach: But is this the way that everybody does it, or is this just something special about the way you do it? I mean, Talk, talk to me about this. Like, is this a totally disruptive approach to sales processes, like actually listening to people?

    [00:13:43] Emily Hall: Um, yes and no. Uh, it is, it is in some areas. So I have been been doing this for. I mean, I’ve been building sales presentations as part of what I do for almost 10 years, and with my agency for, at this point, over [00:14:00] four years. We worked with hundreds of clients, helped, helped our clients make millions of dollars, all sorts of really cool stuff. And what. We really, it’s part of it is based in my background.

    [00:14:11] Emily Hall: So my background is in, program development for public health. So really leaning into behavior change psychology to figure out how do you get an audience to go from A to B, to change a behavior, to change a thought, to change, a feeling, to change all of that. So I bring that approach, but then very much with a business first attitude.

    [00:14:31] Emily Hall: You know, the most important thing is that my clients that I work with, your clients that I work with are. Achieving their business goals. And a lot of times how we do that is we have to extend that business first mindset into how we approach the presentations. And so I have to coach my clients on how they shift their mindset so that they go into things very business first, how do we make sure that their clients feel taken care of?

    [00:14:54] Emily Hall: Their prospects feel like they are connecting with the absolute right person. And so it’s, it, [00:15:00] there are, I mean, this is based in communication science. It’s based in marketing principles, it’s based in all sorts of stuff. And then when you get into the presentations, there’s a whole bunch of like design science and how we build all of those things.

    [00:15:10] Emily Hall: We build all the assets for our clients, um, for this process, but it’s very much based in a foundation of, of. What works, how the brain engages, how we connect with other people, how, what information we need and at what stage of the process we need it in order to change our thoughts, our behaviors, our feelings, or make a decision, um, from A to B to go from, you know, I don’t even know I have this problem to, yes, I feel confident that you are the right partner.

    [00:15:40] Emily Hall: This is the right solution, and I will get the results that I’m looking for. And so we really go in deep into how. Where are they at in that process? Where are their brains coming? Where are their brains coming from? what do they need to hear? What, how, what can we provide to them to help them feel better about it?

    [00:15:55] Emily Hall: And how can we do that in a way that feels very collaborative so that they feel heard, they feel [00:16:00] understood? And what that does is that strengthens our approach because we’re then able to serve them up more targeted information, we’re able to answer their questions better, and ultimately help them feel better about their decisions.

    [00:16:11] April Beach: Mic drop right there. Okay. Thank you so much for explaining that. And I know that I really wanted our listeners to hear you kind of go through that process and be like, this is not cookie cutter and this is why, and that’s why it’s so brilliant the way that you do this. So thank you for sharing all this.

    [00:16:30] April Beach: So we talked about needing a one pager, so that’s asset number one. Number two is this genius sales presentation that’s led by science and, and communication and all the things you said. And then what’s the third asset that people need to sell their programs?

    [00:16:44] Emily Hall: They need a proposal. So the one pager is really what helps them get that first meeting. The presentation is what helps them, you know, convince the decision maker, convince the people at the table that this is the right thing, and then they have to actually [00:17:00] get that decision in writing. And the way that they do that is through presenting the proposal. So the proposal’s really just an expansion of.

    [00:17:07] Emily Hall: All of the messaging that they’ve already built, but an expansion into the logistics, and this is where it’s really cool that a lot of, I know that your clients and a lot of clients that I work with, use the proposal as an opportunity to customize things so that it fits within the client’s parameters.

    [00:17:22] Emily Hall: And so this is where all of that research that you’ve gathered, all that information that you have been taking notes on, that you’ve been listening to, that you’ve heard, that you’ve reacted to, it can all come into this one place to really show the client, yes, I see you. I hear you. This is what we have prepared for you.

    [00:17:38] Emily Hall: That is a just for you version of what you’re looking for, the transformation that you’re looking for, that we provided to all these other people, here’s a flavor of it that fits your logistics, that fits your format, that fits your, um, you know, your software, you know how, where it’s hosted, when we’re gonna bill, how or contracts are gonna work, who’s gonna own what, things like that.

    [00:17:59] Emily Hall: All those [00:18:00] specifics go into that proposal and that’s then where you really get them to sign on the dotted line. So your ask typically at the end of a sales presentation is, Are we ready to send a proposal over? And that yes, means that they’re ready to review the logistics and then it may have to go through review processes.

    [00:18:14] Emily Hall: Typically, the bigger the organization. Yeah, the more the reviewing. Um, and so that’s where really following up with the people that you have built those relationships with throughout the process is really important to be able to get that signature back, to be able to roll in from there.

    [00:18:29] April Beach: So good. So good and so simple. And, um, again, you know, many of our, our listeners to this show have been in the consulting or the expert advisory space for years and years, and, you know, when you’re selling consultancy services, you don’t sell them like this. It’s been very complicated for them for the last 10 years. That’s why, you know, you and I are both such an advocate for licensing.

    [00:18:51] April Beach: It’s like this crazy secret that nobody talks about, which is why we’re. Trying to bring it to the surface here. And it’s so [00:19:00] simple. It is a one pager, it is a presentation of, of actually just saying back to them what you’ve heard. And it is a proposal based on a customization from, uh, what I would call a base product, what I’d call a base offer.

    [00:19:14] April Beach: And so, um, this is, this is really eyeopening. I know for a lot of our listeners and. Hopefully just, you know, everybody comes to me and they say, I, I, I just don’t know what I don’t know. And that is literally every single person that comes across our ecosystem threshold just says, I just, I just don’t know what I don’t know.

    [00:19:33] April Beach: I don’t know how to sell this. I don’t know what it looks like. I don’t know what I can charge, and all these things. And so under the way you have broken down in these last three episodes is, So powerful and I appreciate you so much and I appreciate who you are as, as the advisor and a consultant to our clients and being within our ecosystem and just always giving so much in teaching.

    [00:19:52] April Beach: You’re such an awesome teacher. So thank you so much for this and I can’t wait for these episodes to drop. I know you guys are listening to it live, [00:20:00] but I know that many of you guys have been waiting for this content for some time. So any final words regarding, , assets to sell? Anything else that you want our listeners to know?

    [00:20:10] Emily Hall: Don’t overthink these. I know that it’s, it’s easy to get really overwhelmed with thinking. You have to have all of these ready in advance. A lot of times it’s really just important to get those first leads, get those conversations, get those meetings on the books, and then the rest will evolve. The rest will happen naturally.

    [00:20:26] Emily Hall: So don’t worry about what is next. Focus on the asset that you need to build at the time. Focus on listening to your client. That’s the most important thing, and. Trust that you will be able to build something that really resonates with them because you’ve been listening, because you’ve been responding in a way that is supportive and connection driven.

    [00:20:46] Emily Hall: And if you need help with this, let us know. We’re happy to help. This is what our agency does. Uh, but it’s, it’s something that don’t worry about it before you need to worry about it, because that’s a really big thing that we see our clients get very overwhelmed with [00:21:00] before they need to be, and it affects, you know, How you come into conversations and you, you feel that stress and you feel that tension.

    [00:21:06] Emily Hall: Cause you’re thinking, okay, do I do a proposal now? Do I do it later? Do I have to have it in the initial meeting? You don’t have to have any of that ready. And so it’s just give yourself a little bit of space. Trust that it’s a process. It’s not gonna all happen at once. And know that you’ll, you’ll get to that next stage when you get there.

    [00:21:23] April Beach: Mm. I love it. Thank you so much, Emily. We really appreciate you. Thank you. Okey dokey. You guys. That is a wrap of episode number 293. Wow. Those were three powerful episodes. 291, 292, 293, where we went in and unpacked how to actually sell your programs to other companies. Prior to that, we unpacked how to actually package your opportunities, your content, your courses, and your trainings.

    [00:21:53] April Beach: I took you through the steps of exactly what people are looking for. I’ve taken you through the process of how to price your licensing [00:22:00] offer. We have taken you through and unpacked the actual strategy of who to sell it to and frankly who should license their trainings and who shouldn’t license their trainings.

    [00:22:11] April Beach: Here on the Sweet Life Entrepreneur Podcast, We have wanted to open up this world of licensing to entrepreneurs. Whether you guys work with us or not, of course we are here with our arms open. We are the only organization and consulting firm that we know of, like us, who has a complete licensing roadmap and project plan with as many experienced in successful clients, and we are waiting to give those solutions and strategies to you.

    [00:22:38] April Beach: I certainly would love to work with you know, your story and help you explode the reach of your work and your profit. But if you’re not ready for that yet, that’s why I record these shows because I want to help all of you, wherever you are in the process, understand what licensing can do for your business.

    [00:22:59] April Beach: And so for those of you [00:23:00] guys that are just dipping a toe into licensing and you’re not really sure if you wanna move forward, cruise over to licensing It’s a little mini training, but you’re gonna get to build your first licensing action plan. And for those of you guys who already to dive in, Cruise over to sweet life, which is our main company website.

    [00:23:21] April Beach: Simply click on licensing and you’re gonna find all of the different options. We are here to work with you in a one day workshop. We’re here to work with you in our Amplify Licensing Accelerator. And we are also here in a done for you capacity to hold your hand in a V I P setting and build out all of your licensing for you.

    [00:23:43] April Beach: Whatever you are ready for right now, we as a team are prepared and we are ready to help you do that. So please cruise over there, set up a call, and I would love to personally talk to you further about how we can help you advance your business through licensing or just go to licensing launchpad, dip [00:24:00] your toe in and let’s play with it and open up the world of licensing for you.

    [00:24:04] April Beach: Again, I have a super special appreciation for Emily Hall and for her coming in and working with you guys on these last few podcast episodes. Please, you know, send her messages as well. We’ll make sure all of her contact information is available in the show notes and thanking her. Uh, and we’re just here to pour into you guys.

    [00:24:24] April Beach: Licensing is a very, very, secret thing when I share about the possibilities of licensing. Every single person I talk to, whether they have a nine figure business or they’re barely crossing $9,000 a month, every single person says, oh my gosh, I can’t believe I’m not doing this. How do I get involved?

    [00:24:47] April Beach: How do I get started? This is so exciting. This is genius. I wanna dive in, help me, and those are the things that I hear. And so that’s why these episodes were so important because I wanna open up the world of licensing [00:25:00] to everybody and share with you the same success that I have achieved through licensing myself.

    [00:25:04] April Beach: And so hopefully this was beneficial to you. Thank you so much for spending time with me here on the show, sharing this show. Next week we’re diving into more trusted business strategy and coaching that. Consultants will be charging you thousands for we just give you free here on this show. Thank you so much for tuning in.

    [00:25:19] April Beach: Again, you can find how to work with us and any other support we have for you is always available at sweetlifeco.Com. You guys be awesome and I’ll talk to you.