Tag: Phase 4: Freedom/Licensing

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Full Show Transcript:

293

[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 sweetlifeco.com. 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 co.com 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 launchpad.com. 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 co.com, 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.

April Beach on LinkedIn

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Full Show Transcript:

291

[00:00:43] April Beach: Hi everybody and welcome back to the show. This is episode number 291, and so all of the show notes and everything we’re gonna talk about here can be found by cruising over to sweet life co.com. Click on the podcast and just remember the number 291.

[00:00:58] April Beach: I’m April Beach. If we haven’t connected [00:01:00] before. I help specialists, subject matter experts, coaches, consultants, speakers, and authors. Scale their business online by developing million dollar programs with lifestyle freedom. And so if that’s what you’re looking for, everything we talk about here on this Sweet Life Entrepreneurial podcast is designed to give you proven strategies and steps to accomplish that.

[00:01:19] April Beach: So thank you so much for joining us here. Let’s kind of unpack who this episode is for. So we’ve been talking a lot about licensing and what licensing is and how to take the courses and the trainings and the content and the frameworks that you have already created. You’ve already been using them in your consulting business and actually allow other companies, To deliver them and actually license them to other companies.

[00:01:45] April Beach: Giving other companies, corporations, small businesses, even micro entrepreneurs just like you. The ability to distribute your trainings, whether internally to their teams or externally is part of their pro, is part of their products. It is a huge. Not [00:02:00] great secret because I’m trying to make it not a secret.

[00:02:02] April Beach: And everything that we’ve been doing in this series here on the show for the last couple of episodes is introducing experts like you to this possibility. And so we’re moving from really what is licensing, what is the program, how to do it. Now we’re moving into how to. Sell it. And I brought in our very own Emily Hall.

[00:02:23] April Beach: Emily is an absolute expert when it comes to selling programs to other companies. She comes in and she works with our clients and handles our clients’ development of their sales processes as well. And so if she was certainly the best person to bring into this show and introduce you to, and so. We are gonna unpack in this particular episode, who to actually sell it to.

[00:02:47] April Beach: It’s a question I get all the time. You know, you guys say, April, I have this great course, I have this great training, but how do I know who wants to buy it? I’m used to selling it b2c. Now I’m thinking of selling a b2b. [00:03:00] What companies are out there that would want to buy my training, especially some of you guys have amazing niche trainings, like off the wall, super specific, and we’re gonna be giving some case studies of very specific niche trainings.

[00:03:13] April Beach: And in this episode we’re gonna unpack how to actually go through the process of identifying. Who to sell it to. So Emily is coming in here and we’re also unpacking for you the top five industries and the types of programs that they are buying. This is very important for you to understand. So as we’re walking through, we’re telling you how to connect with companies, how to reach out.

[00:03:36] April Beach: How to skit the ball, rolling to sell your programs to companies, but also what the top five industries are looking for in the programs are buying right now. This is a really powerful episode for you and on top of it, we of course have an amazing bonus training. If you have not dove in yet, cruise over to licensing launchpad.

[00:03:56] April Beach: And let you can go to licensing launchpad.com. It’s a [00:04:00] little mini training on today’s show, we’re only covering five different industries. In licensing launchpad. We unpack for you 10 top industries in exactly all the programs they’re buying. And we even give you the names of the positions of the people.

[00:04:14] April Beach: In these companies and who to reach out to, to connect with to sell your program too. So we’ve done all that work for you already. You can cruise over to licensing launchpad.com to get started, and of course, listen to this episode. So let’s go ahead and dive in with Emily Hall. All right, you guys. Welcome back to the show.

[00:04:33] April Beach: I am super excited about our next expert who’s actually hanging out here with us for the next couple of shows. It’s been long awaited that Emily Hall and I have been trying to get together and record these podcast episodes for you. First of all, this is not just a podcast episode like every single one of our.

[00:04:51] April Beach: Episodes, I guess we dropped. This is really a training and it’s really important for you all to understand that you should be taking notes here [00:05:00] cuz what Emily’s about to walk you through. People pay thousands and thousands of dollars for this information that’s gonna, that she’s gonna guide you through on these next couple podcast episodes.

[00:05:11] April Beach: So if you are again in a place where you wanna license your trainings and courses to companies, you’re really ready to scale your business. Uh, listen up. Today we are talking about. Actually who to sell your program to, who to license your program to, who to license your training from a B2B perspective.

[00:05:30] April Beach: And so I’m so pleased to bring in Emily to guide us through this process and this conversation. And Emily. You’re always in there working with our clients. You guys, our clients are really lucky. If you wanna be one of them, you know where to find us because Emily literally rolls up her sleeves with our clients all the time working through these sales processes, and I wanted to give you guys a taste of how amazing she is.

[00:05:52] April Beach: And the biggest thing that everybody asks is how do I sell it? How do I sell my license program to another company? Who do [00:06:00] I sell it to? And it kind of just seems like this huge barrier in block, especially for experts and coaches and consultants coming from the coaching space and this is very different.

[00:06:10] April Beach: It’s actually much. More simple in my opinion, but talk us through this process. What does it look like? How does one even determine who is the best buyer for their program?

[00:06:23] Emily Hall: Yeah, like you said, it’s a really, really common hangup. You know, especially if you’re already selling B2C, you know who that audience is, you know who that individual buyer is, and when you try to identify companies with those same profiles, it’s, it’s not apples to apples.

[00:06:36] Emily Hall: It’s apples to oranges for sure. And so figuring out who to target can be a really, really hard spot. So what we really encourage our clients to do and what we help them kind of go through is, A little bit of a, a narrowing down process. So we start with, based on your program, based on your course, your workshop, your training, whatever your material that you’re licensing is, are there any immediate industries that you know would [00:07:00] benefit from?

[00:07:01] Emily Hall: The transformation that you provide in terms of financial success. So financial success is gonna be kind of that initial hook that most companies are gonna be looking for. There’s obviously layers of reasons that companies say yes to buying programs, but the financial benefit of that, um, is one of the biggest ones.

[00:07:18] Emily Hall: And you wanna look at that through two perspectives. The first one is the internal, benefit. So how will it help their employees be more productive, be more engaged, be more. Happy, be more successful in what they’re trying to accomplish. And then whoever that company’s client is, their customer, their end user, whatever services they’re providing, how can your program help them be more successful in how they deliver their services?

[00:07:47] Emily Hall: So looking at the internal financials, so how does it help their staff? How does it help their employees? And then also how does it help their customers? So figuring out. Just out of the gate, are there any industries, any companies, , any, you know, [00:08:00] specific organizations that really makes sense out of the gate for that. That’s kind of the first thing that we look at that can help to narrow it down because there are a million places to take your program

[00:08:09] Emily Hall: and it’s hard to know where to start.

[00:08:10] April Beach: Right, and I love that you said that too, because we’ve used that language a lot here on the podcast recently about how to. Pick what programs you wanna license. And we’ve talked about, you know, is your program something that is internally facing or externally facing? And you’re right, both certainly benefit both. But the first thing, if you guys are listening to this and you have a course or a training that you want to figure out how to license other companies, you’re tired of selling them directly yourself.

[00:08:39] April Beach: And that’s exactly kind of what Emily is saying here. Now, not just identifying the product, but going in and now identifying. How it benefits the company internally and externally as well. I think that’s, I think that’s brilliant. Not just the actual hardcore product itself, but the, the extenuating benefits for sure.

[00:08:57] Emily Hall: Yeah. Yeah. Um, so the second thing, kind [00:09:00] of the second step, second tier of this is to look at your own experience. You know, you didn’t, you’re not brand new to your expertise. You’re not brand new to doing this. So what industries do you have experience in? What networks are you connected in that would.

[00:09:15] Emily Hall: Lead to a stronger, easier, smoother connection into a specific industry, into a specific organization. A lot of times that’s a really strong way to start leveraging those relationships using the networks that you’ve spent, you know, years building as a professional to help you launch into this. B2B side of licensing, um, is a really, really smart way to do it.

[00:09:35] Emily Hall: You’re not starting from scratch, you’re not reaching out for cold calls, you’re leveraging the assets that you’ve got. Um, a lot of times programs can go into lots of different industries. So being able to kind of choose that lowest hanging fruit, if you will, of, alright, what, what can I do to get the most success?

[00:09:49] Emily Hall: Immediately get that social proof, get that sale, get that, get that success, get those results for those clients, and then be able to move on to the next one. Um, so that’s kind of that second side of it is [00:10:00] what. The company, what they need, what will benefit them, and then also what’s gonna be easiest for you.

[00:10:05] April Beach: Yeah, and that’s so interesting too cuz so a lot of our listeners haven’t been part of corporate for a long time, or they might not, na, they might not have established corporate relationships. I remember the first time I sold my like, First big deal, license package. It was to, uh, an industry that I had never set foot in in my life.

[00:10:26] April Beach: And I remember, I remember thinking, oh my gosh, I feel like such a, such a fish outta water here. But I know a lot of our clients, uh, that still then go on to sell programs into industries where they have zero experience or they have zero connection. And so, I love what you teach our clients like there are shortcuts to do this.

[00:10:47] April Beach: If you don’t have established relationships, you don’t have established connections, you actually have shortcuts on how to find the best industries that actually align with your program. [00:11:00] Uh, can we dive into that a little bit here for our users too?

[00:11:03] Emily Hall: Yes, yes. There are definitely five main industries that we see program sales being the most successful in. Uh, the first one is, um, a little bit of kind of the broad category of corporations and what we look at within those are, you know, tech companies, financial companies, insurance companies, maybe professional services, things like that. Really large organizations that are providing services directly to customers. So those, um, industries tend to really, they tend to be large. They tend to take a longer time to close cause you have more, um, More

[00:11:37] April Beach: levels than red tape.

[00:11:39] Emily Hall: Yes. Yes. Lots of hoops to jump through for sure , but they tend to be some of the biggest, and so they tend to have the largest payouts. And so it’s really, and they’re very established.

[00:11:50] Emily Hall: They’re very, uh, Um, easy to understand how they work. They’re very similar to each other. And so once you kind of dial in your value proposition for one company, you can [00:12:00] very easily take it to different companies that are similar. So that is one that’s really, really successful , especially for. Yeah, it’s just, it’s a very, it’s a very, very successful industry.

[00:12:12] April Beach: Right. And I know that our listeners are like saying, okay, when you say like, big deals, like big sales deals, um, you know, we love dropping numbers for you guys here on the podcast. I know that we have current CR clients right now that are in deals with big industries for over a million dollars for one course.

[00:12:28] April Beach: What other numbers have you seen, Emily, when we’re talking about. Licensing your training and program to these larger corporations. What are, what are some of the sales numbers that you have seen with program selling in the past?

[00:12:40] Emily Hall: Yeah, it can be, it depends on the, the specificity of the course really and how many people in the organization it applies to. It can be as little as, you know, two to 500,000 up over in the multiple of millions, just depending on what segment of the organization it’s targeting, what area of their team, um, is going to be using it [00:13:00] or what segment of their, um, end users or their customers are gonna be using it. But there’s definitely a really broad range there.

[00:13:06] April Beach: Right. I love how you said as little as two to 500, 250 to 500,000. No big deal. Yeah. We’re talking, we’re talking about one training guys, one course. So we really, we really wanna let you know that this is feasible. People are doing it, our clients are doing it. You can be doing it too. Uh, okay. So that’s one area is the per professional training, like the larger corporations, our purchasing programs.

[00:13:29] April Beach: All the time. Yes. What is another industry that is, that you wanna share with our listeners?

[00:13:36] Emily Hall: Yeah, so while those organizations typically have pretty large budgets that are pretty flexible, um, one that they surprisingly have larger budget budgets than people realize is the government and education side of things.

[00:13:49] Emily Hall: So we see a lot of people find success selling to government organizations and educational entities, uh, because governments and educational. [00:14:00] Organizations. They have, they have set budgets, they have money that they have to spend, they have grants, they have bonds, they have all these pools of money that have to be spent.

[00:14:07] Emily Hall: And so being able to really tap into those and build relationships is so helpful. The other great thing is once you get into one, they tend to refer to each other. So it tends to be a really nice domino effect of using multiple sales after that initial, um, that initial deal closes. Of, you know, other similar organizations in other states or other parts of the country or other regions or other, you know, departments wanting a similar transformation.

[00:14:32] Emily Hall: They, that referral network within government and within education is really, really strong. So it’s very, very beneficial to tap into that industry.

[00:14:41] April Beach: That’s fascinating. Um, and again, we do, you know, you and I are both working collectively with clients that have government deals and education deals. And so what I’m hearing you say, and what I’ve heard you say to our clients as well, is that they literally have the money and they actually have to spend it.

[00:14:58] April Beach: So it’s not, it, [00:15:00] it, they’re there, they’re looking for programs constantly to fit into certain areas, both education. And this is, you know, these are primary education, secondary education and government, and they are always looking for curriculum and programs. Uh, and, and they do have the funding for that.

[00:15:16] April Beach: So that’s exciting for, for you to hear. Um, hopefully exciting for you listeners to hear as exciting. It is for me to have her tell you that. Uh, okay. So number three, we talked about. Larger corporations. We talked about government and education. Now what is the third industry that we often see programs being sold into?

[00:15:37] Emily Hall: Yeah. So the third one is, um, actually the startup world. And by startup world, I mean not necessarily your, you know, bootstrapping entrepreneur or your, you know, brick and mortar small business. I’m talking about the startups that go through the funding process, go through the venture capital, whole chain of barriers? Yes. Um, to try and get up and grow. [00:16:00] Those organizations have, uh, they have a lot of cash, so especially depending on where they’re at in their funding stages, they have cash to burn and they have to spend it in specific ways. So being able to tap into those, um, that part of the industry, that startup industry.

[00:16:15] Emily Hall: Of companies, um, is really, really helpful. If you were able to help them reach their next funding goal, help them reach their next milestone of rolling out, building, launching, scaling their product. There are different levels of funding that are unlocked at different levels. So if you can help an organization get to that next place in a way that saves them money, saves them time, makes them look good, it’s gonna be a much, much easier sale.

[00:16:39] Emily Hall: So you see a lot of success in startups with programs that help companies accomplish those things.

[00:16:43] April Beach: Oh, that’s so exciting. Okay. Uh, industry number four.

[00:16:48] Emily Hall: Yes. So this one is a little bit of a surprise and it’s a little bit, it, it, it works in a very specific situation, but the fourth one is actually the nonprofit world. So [00:17:00] nonprofits like to, uh, they’re there to help people. They have big hearts. They have a mission, they have employees that are engaged. Everybody is, is working towards something. And while they don’t necessarily have a. Like a, a budget the size of maybe a government entity or a big corporation, they have a vested interest in furthering their mission.

[00:17:23] Emily Hall: So if your program aligns with them seeing success in their mission, it’s going to be very helpful. They also have to be very transparent. With how they spend their money, where they spend their money, things like that. And so being able to, you know, they have caps on how much they can spend on salaries typically.

[00:17:39] Emily Hall: So they’ve got, you know, cash that they want to put back into their programs, back into their business to further their mission. So if your program aligns with that and you’ve got those good relationships, you’ve got that good track record proving that you can get that result for them. That’s, it’s a great place to be.

[00:17:55] April Beach: Fantastic. I love that. Uh, and we have also seen success with our [00:18:00] clients in that area. Uh, and I think that you were part of some of those deals, or you were around in some of those deals last year for a couple clients who were going through and it was, it really was surprising to me. I’ll be really honest.

[00:18:11] April Beach: To see exactly how much nonprofits we’re spending on programs. Um, and certainly encouraging to see that in, in their desire to purchase programs that help them accomplish their mission is, it’s a, it’s frankly blows my mind. I’ll be really honest. Um, makes me really happy cuz our clients are making money and the, and the organizations are really happy, but it, it still surprises me.

[00:18:36] April Beach: To see how much the money that they will actually spend on, on the right types of programs. So that’s awesome. Okay. Uh, and then number five, what is the last one?

[00:18:46] Emily Hall: The fifth industry is actually healthcare. Healthcare is massive and there are so many different segments of it, and they have money to spend, they tend to be more heavily regulated.

[00:18:58] Emily Hall: So you are, [00:19:00] depending on your program, it may have to be compliant with certain things. Um, but healthcare organizations have. They have a mission, they have things that they’re trying to accomplish. They need to take care of their patients. They need to take care of their staff. So if your program helps them to deliver better care, keep their staff happy, save them money in the long term, they’re willing to spend that money to save that money in the long term, especially on the scale that most healthcare or healthcare organizations operate at.

[00:19:24] Emily Hall: Being able to see that, um, that really high r o ROI on the, that return on their investment in your program. They’re, it’s worth it to them. It really is. And so being able to, you know, help in any one of those areas, increase that quality of care, increase their patient outcomes, help their staff be more engaged, help with their retention, help with their success, um, and then ultimately save them money through either one of those things or just money saving efforts in general.

[00:19:52] Emily Hall: That’s going to be, It’s, it’s a really, really great place to be, and once you get into healthcare, it’s easier to go into other areas of healthcare. So that’s also a [00:20:00] really nice part of it. It’s very similar to government and education that way. Um, it’s a, it’s a, they tend to be a tighter, um, industry and so it’s, it’s easier to roll that into referrals with other organizations.

[00:20:11] April Beach: Yeah, that’s fascinating. And I remember my first program, my first big program that I ever sold, um, all my whole package and course and content and everything to, um, was to, was to a healthcare corporation, um, which was actually to a hospital. And interestingly enough, their desire to buy it was marketing.

[00:20:31] April Beach: Um, they, you know, cause they were, they were patient fo facing classes and courses and content that I was selling. And this hospital wanted to compete so badly and they wanted to be the go-to hospital in their city. And that was really valuable to them to bring in all of my trainings and programs and content.

[00:20:52] April Beach: In a way that they had exclusivity to it and they paid me for that exclusivity that nobody else had it. And they really [00:21:00] wanted to increase the number of patients that were going to their hospital for a specific reason. And I remember actually being really quite surprised at that. So also, you guys, if you have programs that could be patient facing as well.

[00:21:14] April Beach: Um, for, for healthcare, uh, certainly that’s another opportunity for, for, for you guys as well. And I can speak from experience. So let’s kind of do a quick recap. So the whole entire purpose of this episode, and we’re doing some mini episodes here to really help people get great information fast. So the whole purpose of this episode is really identifying who do you sell your licensed program to, who do you sell your training program to?

[00:21:41] April Beach: And you talked about obviously making sure that. Our listeners understand the benefit in who really benefits, whether it’s internally and externally. And then you talked about definitely the path of lease resistance is going to people you already know your network, you already know who do you know, who have you worked with in the [00:22:00] past?

[00:22:00] April Beach: Who do you know that maybe in a C-suite level? Um, so certainly that is the fastest way. If, however, you’re honestly like a lot of our clients who haven’t worked in, in C-suite. And they want to sell their programs. You just went through the top five industries and the types of programs they buy all the time in what they’re looking for.

[00:22:24] April Beach: And you said, um, you covered number one, financial tech and, and just overall corporations. You talked about what they were looking for, their drivers and what type of programs. They’re constantly on the hunt and they’re constantly purchasing. And then you went in to talk about. Government and education.

[00:22:41] April Beach: And again, we have a lot of clients with programs in government education and who are building programs for government and education. And to me, that whole thing is so fascinating. I’ll share one case study really quick that a few years ago we had a client that taught, um, how to do, uh, how to create great videos on social [00:23:00] media.

[00:23:00] April Beach: And she literally taught how to do reels. And it was fantastic. And her program was actually licensed by two different universities in their marketing departments. And it was so specific and it was so niche, but those universities only taught like macro marketing. They weren’t talking about like micro marketing on a certain platform level in her program was really valuable.

[00:23:22] April Beach: And so those are, you don’t have to have something that is more traditional, but we see very niche specific programs being licensed by. Universities and organizations. Y you know, it’s just, it’s fascinating to see what they’re looking for and they’re constantly trying to innovate. You talked about number three, you covered startups, um, funding.

[00:23:42] April Beach: That was just brilliant. Number four, you covered nonprofits, and number five, you covered healthcare. What is like a final closing thought that you want our listeners to. Walk away with when it comes to who to approach, who to sell your program to. [00:24:00] Any final last words of wisdom on this?

[00:24:03] Emily Hall: I would say never underestimate who’s around you in your life. So if you’re planning on licensing your program, start talking about it. You never know who. Knows somebody who knows somebody who’s neighbors with somebody else that can get you an introduction. It happens all the time, and it’s so surprising, and it’s such an untapped resource, just being able to talk about it.

[00:24:25] Emily Hall: The more you talk about it, the more you’re on people’s minds, the more you might get, you know, you, you’re. Office neighbor, if you are in kind of a, a more general, i, I work in a, um, a, like an executive suite situation. So my, all my office neighbors run their own businesses and we talk about things all the time and they’re all constantly like, oh, how you’re working on this?

[00:24:45] Emily Hall: Or You have a client, this, I have an introduction here. I know this person. I can, I know the head of this organization, or I worked with this nonprofit a year ago. You never know who knows who. So being able to just keep talking about it and. Keep, really keep yourself top of mind. You just never know what’s going to [00:25:00] come of it. So never underestimate those initial conversations.

[00:25:03] April Beach: Oh my gosh. That is great advice. Um, and just to put a bow on that, that it’s not just theory. Uh, one of our clients, she went for a walk with her neighbor, told her neighbor what she was doing, and he was the one that created the introduction for a contract she has on the table for 1.5 million.

[00:25:22] April Beach: Right. Yeah. So I mean, literally this guy she’s lived across the street from for 20 years, she really didn’t know exactly what he did and they started talking and that was where that conversation led to. So that is awesome and hopefully super inspirational for our listeners. Um, thank you so much for tuning into this show, you guys. Emily, thank you so much for being here, and let’s go and dive into the next episode.

[00:25:50] April Beach: Okay, what a great episode. So this is our implementation time. Now you heard from Emily about what the industries are buying, and you also heard me [00:26:00] unpack for those of you guys that might not have any corporate connections, like I didn’t have any corporate connections and frankly, the.

[00:26:05] April Beach: A lot of our clients don’t have corporate connections. Maybe you have never worked in a corporation before like me, and so when you go to start selling your trainings and programs to other businesses, perhaps in other industries that you haven’t worked in, I understand there may be some intimidation with that in this entire episode.

[00:26:22] April Beach: Was giving you the confidence to let you know, listen, if I could do it, believe me, anybody can do it, and we are here to help you do it, and it’s not as big and hard and as intimidating as you think. So choose one thing to take action on from this episode. First of all, if you haven’t gone back and listened to the previous episodes, 290, 289, 288, you know, really back in the episodes of what is Licensing, how to Package your course, in your training program to sell it to other entrepreneurs, small businesses and nonprofits.

[00:26:52] April Beach: Then maybe that is your action item, or if you’re ready to take to the next step and build your first licensing [00:27:00] action plan. Cruise over to licensing launchpad.com. Dive into that little mini training where we’re gonna take you through the steps of understanding what you have to license, what is valuable, the street value of that.

[00:27:14] April Beach: And we’re gonna unpack for you the top 10 industries and all the programs that they are buying in addition to who exactly to reach out to in each company to start the sales process with. So we’ve done all that work already for you, and you can cruise over to licensing launchpad. Dot com and get access to that.

[00:27:33] April Beach: And of course, if you are ready to dive into licensing, you can also apply to work with us where you can actually work with Emily as well, where she comes in and works with our clients in making sure your whole entire sales process is ready to go. Cruise over to sweet life co.com and you’ll find where you can apply to work with us in Amplify, which is our licensing accelerator.

[00:27:57] April Beach: And I would love to meet you over there as well. All [00:28:00] right, so again, this is episode number 291. In next week’s episode, we are diving into actually how to, how to hold the conversations with what we call that internal champion, what exactly to say in your first outreach with a company. And we’re unpacking all of that for you on next week’s episode.

[00:28:20] April Beach: So make sure that you click some. Please share this with your friends. We really appreciate it.

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Full Show Transcript:

288

[00:00:45] Hi everybody, and welcome back to another episode here on the Sweetlife Entrepreneur and Business podcast. I’m April Beach, your host. Thank you so much for spending some time with me today. This is episode number 288 and it is jam packed with [00:01:00] insights for you to make strategic decisions for your business and your future.

[00:01:05] Today we are talking about licensing made simple, and we’re diving into how you as an expert, can actually scale your business exponentially by taking the courses and the trainings that you have already created and licensing them to corporations, organizations, and other entrepreneurs. But we’ve been talking about this for a couple weeks here on the show.

[00:01:27] As you know, if you’ve listened to other episodes, I started licensing my own training 14 years ago. I’ve been teaching entrepreneurs how to license their trainings for the last 10 years, but even before that, I started teaching coaches, consultants, and experts how to create their online courses way back in 2006, 7 and 8.

[00:01:48] And so this topic that we’re talking about is not new, even though it seems to becoming new because it’s so oversaturated. Meaning course creation. Course creation coaches, [00:02:00] because it is a profitable way to build your business. Courses in trainings, in extracting your expertise from your brain and scaling your business through these types of business models is a very powerful way.

[00:02:14] We all know that you have done the work, you have created the outlines. You’ve created your method. You have created your courses. You have taught people in your framework. And now what? What is that next step for you? That next step is content licensing. That is allowing other businesses to distribute your trainings and utilize your programs, but is that really the right fit for you?

[00:02:40] And as I mentioned, we’ve been talking about this a lot here on the show. We’ve talked about the steps to licensure program, strategies for licensing, strategies for pricing, and as a side note, All of the resources we have for you are available wherever you are in this licensing process cruise over to sweet life [00:03:00] co.com and you can tap into all of our licensing resources and use them for yourself.

[00:03:06] But in this show, I wanted to have a little bit of a fireside chat with you about who this is really for, who is in a position for licensing, because this is a big choice. I was just meeting with a new client yesterday. And talking to her about the process that we take businesses through to, to have them licensed in, in seller training courses to corporations.

[00:03:31] And she said to me, she said, what if I changed my mind? And that is a really, really great question because unlike when you may have launched a course and you realize you might not wanna do it anymore, you can just stop selling that course. When we talk about licensing, We are delivering your intellectual property, your content, your trainings to other corporations to use, and you can’t take it back.

[00:03:56] And besides licensing a course [00:04:00] creation, if you and I have hung out any virtual time together, you know, I am a second generation lifestyle entrepreneur, which means that I design companies around lifestyle, not lifestyle around companies. And so it’s important just as if we’re talking about any other business model.

[00:04:17] That we have this conversation about what licensing will actually look like for you and your lifestyle and for your business moving forward. So in this episode, we’re making licensing very simple, and we’re coming back to the first and foremost important questions that you should be answering for yourself is, is licensing the right choice for your business?

[00:04:42] And so if you’re ready for that, That’s what we’re gonna go ahead and dive into. I’m gonna share with you the pros and cons of licensing. I’m gonna tell you what your life looks like in having a productive, profitable licensing business model, and I wanna help you unpack whether or not you are ready to move forward into this.[00:05:00]

[00:05:00] Licensing is not new. It’s been around forever, lot longer than the whole online course creation boom. But if you are. A keynote speaker, if you are a corporate consultant, if you are a subject matter expert and you have processes that you have taught people, and especially for those of you that already have relationships with established businesses, Licensing is a very powerful way to utilize the content and the trainings that you have already created and not have to sell them to one person, but sell them to one company, and that company distributes them a hundred times or a thousand times.

[00:05:42] Imagine the profit piece in that for you. One sale for a thousand seats. Instead of having to sell your training a thousand times for that same amount of money, that’s what we’re diving into today. So if you’re ready for that, let’s go ahead and do it. You can find all of the show notes by visiting sweet life [00:06:00] co.com.

[00:06:00] Again, this is more of a casual fireside chat, and you can always message us your questions by connecting with me on LinkedIn at April Beach. Okay, let’s talk about. What does it look like when you are licensing your courses and trainings? What does that, operational, agenda look like for you on a weekly basis?

[00:06:20] So the first consideration I want you to think about is selling direct versus licensing. So the difference is currently if you are a course creator, if you are a consultant or a strategist, you are probably selling your programs one-to-one. Now I’m not talking about delivering your programs one-to-one.

[00:06:39] You know, I teach and we talk about how to create programs at scale here all the time on the show and in the Sweet Life company we’re talking about, it’s still an individual sale. You may be delivering it group, but you’re still selling it to one person at a time. Even if it’s on a webinar and there’s a hundred people there, even if you are [00:07:00] speaking from a stage and there’s a thousand people there, even if you are running ads and you’re hitting 10,000 people, you’re still only selling to one person at a time.

[00:07:09] One person has to go through the process to put in their credit card information and pay you. And so that is the current state of a scaling company that’s serving individuals. You, again, may be serving them in a group atmosphere, but you’re still selling to them one-on-one. And so the question that we bring up and why licensing is so powerful is because.

[00:07:34] We can change that. We can take you out of that launch mode if you had been in there with that enrollment, those sales closers, and we can move you into a place where we’re actually selling the same program, but more people are accessing it within each transaction. A few episodes ago, I made a statement and I’ve received actually so many comments [00:08:00] about this statement, and I wanna, so I wanna say it again because I think that this simplifies the licensing process, and that’s what we’re talking about here.

[00:08:08] Licensing made simple. So when we talk about licensing and releasing your training, we are taught, we are not changing the product, okay? So we don’t change the product. We change the buyer. Let me say that again. The product or the training of the course doesn’t change. The buyer does. That’s the pivot in licensing.

[00:08:29] It’s a very, very simple pivot. So the first consideration I want you to think about for yourself is how do you love your current business operations? Do you love the way you sell? Do you still want to work with people in your group consulting program, in your mastermind, in your courses? You can still totally do this.

[00:08:48] And still license your trainings, but that’s the difference of the sales process. So the selling process of licensing versus selling to individuals is a [00:09:00] big differentiating factor in what I want you to consider. The next consideration that I wanna review with you is your work life. I hate the word balance, so I’m not gonna use that.

[00:09:11] We’ll call it work life flow. Work life cadence. What does that look like to you? So currently, as you are working with your clients, What does a typical week look like to you? Are you still consulting people? Do you love consulting people? I was just meeting with a client who is joining one of our accelerators here soon, and she was very honest and I loved this, and she said, you know, I just really don’t love coaching.

[00:09:41] I’m very good at what I do. I’m very good at my area of expertise. I love teaching. I love implementing systems into other businesses, but I just really don’t love coaching. And you know what? I think there are a lot of course graders and coaches out there that actually just really don’t love coaching.

[00:09:58] Some of them do, [00:10:00] some of them don’t. So I wanted to bring that up because it was pretty fresh when somebody said that to me, and I think there may be some of you who could relate to that, or I wanted to at least pose that question. Do you love the way that you are working with your clients, whether it’s one-on-one or whether it’s in a group setting?

[00:10:18] And if you have on-demand programs, do you love that cadence of selling one-to-one? Especially with Evergreen programs, we can sell them to companies and just change your weekly cadence. So the first question is, is are you utilizing your strengths as an individual? Some of you love to teach, some of you love to speak, some of you love to be more hands-on in the trenches with clients.

[00:10:47] What does your strength align with best? Because when we’re working in the scale side of working with clients, offering group programs, those [00:11:00] strengths are utilized. But when we’re working in the licensing side, it can actually make it totally hands off. So I wanted to give you some case studies here about how this can apply to your business.

[00:11:12] I’m gonna share with you my very own case study. So with, I have a few different programs that I license with my easiest, most simple licensing package. This is how I do it. I have a series of eight online courses that are available. And companies line up. I only release them one month out of the year. I have a wait list.

[00:11:34] They get the programs, they get the trainings. I package them up, deliver them the trainings. They pay me my money, they sign their contract, and I don’t see them again until it’s time to renew. It is really hands off for me. I only work at that one month a year, and even within that month, it’s the month of November and I usually take off the third and fourth week for the holidays here.

[00:11:55] So it’s very, very little work for me, and I’ve designed it that way [00:12:00] strategically. So what does that look like for you? How do you want your work life to flow? What do you want that cadence to be for the next five or 10 years of your life? What does that look like to you? Consideration. Number three I want you to think about is your pricing and revenue model.

[00:12:17] Okay? So although we all love what we do, I know we all love it. We’re not in business as a hobby. We need to be profitable. How profitable is based on your own personal and professional and business goals. But when we are moving from a course individual sales model to a licensing bottle, you need to ask yourself your level of readiness for that.

[00:12:40] Have you created the structures in place to deliver programs in bulk? That is really, really important. Some very specific case studies. The average first sale contract for my clients, we’re talking first. Licensing contract sale is anywhere from 30 to $80,000, so it [00:13:00] comes out to like $56,000 is the average.

[00:13:03] And when you were getting a check from somebody for $56,000 for the same modules in the same course that you were selling to individuals for maybe 500 bucks, there is a, there’s a greater level of responsibility, let’s just be honest, right? So there’s more money on the table, there’s more responsibility.

[00:13:21] And is that something that you’re okay with? Listen, I have the bestest friends. That’s improper English I know that have the most simple lives. And they make like 80,000 bucks a year, and they’re as happy as claims because they live a very simple life. Money doesn’t buy happiness. I know I might get some comments from you guys about that.

[00:13:45] That’s not what buys happiness, right? What buys happiness is you taking a second. To ask yourself, what feeds your soul? Where do you wanna be? Who do you wanna be there with? What do you wanna be doing? What do you want that cadence to flow like [00:14:00] if selling a half a million dollar program in having sales conversations and closing deals, Makes you uncomfortable.

[00:14:10] You will never sell your license program. The thing about licensing is you have to have a level of confidence in humble ego. You have to know that you are really good at what you do, and you have to know that the results that you deliver are gonna be awesome for the licensee and their end user. If you’re not sure of that, you could go down the road and work really hard to try to license your programs.

[00:14:38] But if your mindset isn’t right, if you don’t know and believe that your program can change something within their organization or help their customers or help their students, or help their clients, You are never going to sell it. And I, you know, I’m not here to sell you on the, the business model of licensing.

[00:14:56] I mean, the, the numbers are enticing [00:15:00] enough. The case studies of my clients who’ve had successful licensing programs, they’re the, they speak for themselves. It’s no sweat off my back if you don’t license your things or not. My job, my conviction as a business mentor and leader. Is to open up the possibilities for you so that you can make the best choices for yourself.

[00:15:22] So I wanna be really honest when we’re talking about a revenue model, are you ready to walk into closing million dollar deals? I have a client right now who has an A $1.5 million deal that she has been negotiating, and that is for an eight module course. Okay, so you need to decide if that’s something that totally lights you up and you’re like, yes, let’s go for it.

[00:15:47] This is gonna be amazing. That is you and only you that can decide that. So that’s consideration number three. And then consideration number four is who do you wanna work with? So it’s, it’s networking, it’s [00:16:00] collaborating. What type of people do you want in your sphere? Because when we move into licensing, we’re moving into much more of a networking and a partnership type of a business model We are having.

[00:16:12] You go to incredible events. And shake hands and meet just amazing people who are part of these organizations that you can create great change for. Do you wanna connect with those people? Do you wanna hang out with those people? Are they people that would light you up, that can bring you up to the next level?

[00:16:31] Are they the type of people that you wanna spend your business time with? Because. The significance of these strong partnerships is very important when we’re talking about licensing. Your network plays a very powerful role in selling your programs, and so we want to make sure that you have, the confidence in the joy to spend time with those people.

[00:16:57] Tell me if you’ve ever had this happen to [00:17:00] you, where a client really, really wants to work with you and they’re willing to pay you whatever it is that you ask, but your personalities just don’t jive. And you know that if you take this client’s 10, 20, $50,000, that you’re pretty much gonna be stuck with them and they’re a big pain in the ass.

[00:17:22] Okay? Just be honest. I keep it real here on the show. If working with companies and organizations and corporations are not the people that you wanna work with, I’m not saying they’re a pain in the ass. I was just using that as an example. Don’t send me a message about that. But if they aren’t the people that really light you up, Then this might not be the right fit for you.

[00:17:43] So I wanted to share that example with you so that you can really think about this. So let’s kind of do a little bit of a recap. This is just a shorter fireside chat conversation between you and me. And again, we have a million resources for you. You can get started and just dive in with [00:18:00] no commitment at all to our licensing launchpad.

[00:18:03] Where I’ll take you through the first steps of deciding how you wanna licensing and who you wanna sell it to. It’s a powerful new little training program that we have and, and you’re not gonna get stuck there. And if you’re thinking about it at all, I would highly recommend moving into licensing launch pattern that direction so that you can start filling out these waters.

[00:18:24] But between me and you, I wanna be really honest about what this. Lifestyle looks like. It’s very, very, very easy for me. I love the way I set up my licensing programs. My clients love the way they have set up their licensing programs, but the thing about licensing that I mentioned in the beginning is once you release it, You can’t take it back.

[00:18:47] And so I wanna make sure, like with any business model we talk about here on the show, whether it’s an MRR or a Mastermind or a hybrid program or a course or a membership, you know, especially in membership, cuz you get stuck in those [00:19:00] babies for a long time. I wanna make sure licensing is, is really gonna float your boat, right?

[00:19:04] And you might not know it until you dive into it, so feel free to take. The next couple of steps here and dive into licensing with us. We have all of the resources available for you sweetlifeco.com. You can click on licensing, and we have everything from a beginner licensing training called Licensing Launchpad to a free 45 minute in depth, like unpacking your licensing ideas and sharing with you the ways that you can package your program.

[00:19:35] All the way to working with me privately in applying to work in our accelerator where we even give you everything down to the templates and contract. Wherever you are in this process, I’m a big advocate for it because I love it, but I will never be one of those business coaches that tells you what you should do.

[00:19:51] Nobody should be telling you that. So this particular episode, I really wanted to record for us so that you and I can have this kind of behind the [00:20:00] scenes chat. Because we have done so many episodes on how to license, who to sell to, how to price it, all these things, right? And I never wanted to come across here on the show where I’m saying, you have to do this because that is not the case.

[00:20:12] You don’t have to do anything. You can create any business model. You can create any offer. You can work with anybody you want. You can create whatever change of whatever life you want. This is just another option that is the most profitable. I will say that it’s the most profitable and it scales experts faster than any other way I’ve ever seen, but it doesn’t mean it’s right for you.

[00:20:34] So I wanted to sit here and create this little fireside chat message with you and introduce you to the concept of licensing, but also have a real come to Jesus together on whether or not this is the right fit for you and who thrives in a licensing environment and, and who, who might actually struggle.

[00:20:51] If you don’t know that, you know that the program that you have created is absolutely amazing, then maybe we need to take a couple of steps [00:21:00] back. We need to maybe apply. The process of transformational program design that we teach to create your courses. Maybe we need to take a few steps back, and if that’s where you are, that’s awesome.

[00:21:12] But if you know you have amazing programs or if you’re already consulting corporations, or if you’re already a speaker, licensing is a beautiful next step. For exponential profitability that is just sitting there on the table for the taking. And so that is our little fireside chat today. Feel free to message me on LinkedIn with any questions you have about this.

[00:21:34] I have a live show over there as well, and we talk about licensing all the time. I’m at April Beach on LinkedIn. And you can also check us out on our new YouTube podcast and see behind the scenes. I do a lot of talking with my hands here in all my podcast notes, which is so funny on my, on my chicken scratch paper here next to me.

[00:21:57] But, I’m so glad you’re here and I really appreciate you, [00:22:00] and I hope you felt like, although it wasn’t a step-by-step training that I usually do, I hope you felt like this was informative. My goal was to help you determine whether or not this is a good avenue for you to dive into and to share with you the resources when you’re ready.

[00:22:15] Again, those can be sweetlifeco.com or you can dive right into licensinglaunchpad.com and I will be waiting in there for you with worksheets and a step-by-step guide to get you started. Thank you so much for tuning into today’s show, and I will talk to you next week where I will be unpacking the five ways.

[00:22:36] To package your license program. We’ll be talking about licenses and certifications and train the trainer programs. We’re kind of getting into some really cool dorky licensing scaling stuff next week. So if you’re interested in that, listen to that episode too. All right, I’ll talk to you soon. Bye-bye.[00:23:00]

April Beach on LinkedIn

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Full Show Transcript:

287

[00:00:45] Hi everybody, and welcome back to the show. This is episode number 287 and we’re continuing our teachings and strategy and conversations on licensing. We’ve been diving in for the last couple of weeks on how to take the [00:01:00] programs you’ve already created, how to make more money with the trainings and frameworks and methods and systems and processes that you have already worked hard and invested your time and money to create into scale your reach and your profit.

[00:01:14] Absolutely exponentially blow you out of the water. Content licensing is a way to do it. It’s a way I’ve done it. I’ve licensed my courses and programs to businesses in 13 countries starting in 2009, and I’ve been teaching other entrepreneurs and experts to do it for over a decade. In fact, we have a complete licensing step-by-step project plan.

[00:01:34] And we work with our clients very personally, including giving them all of the contracts, all of this sales processes, and everything they need to license their program successfully. If you would like to apply to work with us, cruise over to sweetlifeco.com. Click on licensing and you can apply to work with us in Amplify.

[00:01:54] Amplify is our accelerator. We work with experts just like you to speed up the process [00:02:00] and get your content licensed to other companies as fast as possible so you can receive all the benefits that we talked about in last week’s episode 286.

[00:02:10] If you’re not really sure and you’re not totally ready to dive into licensing yet, maybe you came across this episode and you haven’t even heard of licensing before. We have a great starting place for you. It’s called Licensing launchpad. You can go to licensing launchpad.com. It is a short and powerful training that’s gonna take you for the, through the first three steps of licensing your program, understanding what you have, understanding the value of it, and we’re actually giving you an entire cheat sheet of what the top 10 industries are looking for right now in exact programs like yours. So you can grab that by going over to licensing launchpad.com.

[00:02:52] All right, so as I said, we’re talking about licensing. Let me give you a brief definition of what it is. Licensing is [00:03:00] like renting your programs, trainings, processes, methods, and frameworks to other companies to use. Okay, so a couple of things. Let me make sure that I am clarifying. Number one, it doesn’t have to be this totally done program. You don’t have to have a built in, have a bow on it in Kajabi or some other online portal somewhere. It can just be your outline of your process and your training from a group coaching program, from things that you’ve been doing with maybe other businesses or other people one-on-one.

[00:03:31] It doesn’t have to be an online course. It can absolutely be an online course, an online training, an established certification. There are so many things that we can license, but I want you, if you haven’t ever thought about this, to think about all the trainings and processes and programs that you’ve created that other companies can benefit from using, they may even be your competition. Licensing is a way where we can move you from B2C into b2b, and we can turn your competition into your [00:04:00] clients. It’s a beautiful thing in whatever your objective for licensing is. So I wanna let you know that that is the gist of what we’re talking about.

[00:04:08] We’re talking about renting it to other companies and renting it for two uses. Number one, they might wanna use it as an internal training for their teams. Maybe you’re a sales expert or a marketing expert. Maybe you’re a communication specialist and you teach teams how to communicate. Maybe you teach equity, diversity, and inclusion, and you can help HR departments.

[00:04:27] Maybe you just teach employees to think entrepreneurially. Okay, so we use them for internal benefits in leveling up of skills. We also love programs. We, I should say, companies also love programs that lend to the quality of life, lend to health and wellness. So if you teach meditation or weight loss, or how to reduce anxiety or how to communicate with your spouse, Those are also great programs to tee up for licensing, and companies are also looking for client [00:05:00] facing programs so they can actually sell with their own programs or augment their own programs, so hopefully that gets your wheels spinning.

[00:05:06] Again, we have so many resources for you wherever you’re at in this process, if you’re just learning about it. If you’ve been trying to work on this. Or if you’ve already had a company that’s approached you and want to license your content, you are absolutely in the right place and we are here to link arms with you and equip you. So again, go to sweetlifeco.com, click on the tab for licensing and all the resources for wherever you are are there.

[00:05:30] Now let’s go ahead and dive into the six steps to actually license your program. Now we have an entire project plan and obviously, Okay, this is like Captain obvious. There are numerous steps under these steps, but the purpose of this is to give you a high level understanding of the process of actually going through and identifying your content and actually releasing it for license.

[00:05:55] All right, so if you’re ready for that, again, this is episode number 287. All of the show [00:06:00] notes can also be found by visiting our website. Let’s dive in. Step number one is to do exactly like I had just explained in that intro. I want you to identify your unique intellectual property and what you already have to sell.

[00:06:14] This could be lessons, videos, quizzes, systems, processes, methods, SOPs. It could be short trainings, it could be written content, it could be an entire program. Many of our clients will license out an entire eight module program or a series of trainings or courses for other companies to use. What do you have that’s unique to you that has been proven to get people results in the past?

[00:06:47] That’s step number one. And with that, within step number one, I want you to ask yourself, what do I wanna do with my business future? The reason why I want you to ask this is because I want you to [00:07:00] understand how you wanna work with clients in the future. Are these things that you plan to still deliver directly through your own business?

[00:07:07] Or are you willing to totally give these away for exclusivity for another company to distribute? Guess what? You can do whatever you want. You can still license and them to other companies and continue to sell products on your own. There are some things we wanna talk about with that as far as ethics and integrity that we are not getting into, but you get to choose your own adventure.

[00:07:29] So step number one is identifying what you have. And it doesn’t have to be a big program, it can be a smaller training. And, and then step number two is identify what you want to be known for in the future and what you wanna do with that. That’s step number one. Step number two is you need to protect your ip.

[00:07:48] All right? We need to make sure that your intellectual property, your processes, your thoughts, everything is copyright protected, your trademark protected, and you wanna go through and make sure you’re getting the legal protection for [00:08:00] your course, for your trainings. It’s very important that we protect your content and we don’t wanna license your content until that is done.

[00:08:10] So step number two is making sure everything is buttoned up the way it should be to protect your ip. Step number three, you get to decide what I call the parameters of release. Okay. These are like your rules for how you wanna allow another company or an organization to share and distribute your materials, including how long do they get it for?

[00:08:34] How many people have access to it, what are the fees? Are you gonna collect royalties? What is the actual rule on the distribution of your training? Does a company have exclusivity to it or not? Is it branded or is it white labeled? Step number three is deciding what with this program or multiple programs, what the parameters are in, in what you’re okay with in [00:09:00] the distribution of it.

[00:09:01] And if you see the process I’m taking you through, you’re gonna get much more clarity on making the decisions in step number three, after you’ve decided in step one how, how much you wanna keep distributing this for yourself, right? If you wanna keep it exclusively in, you know, sell it also, then you’re gonna have tighter parameters on what you allow other companies to do.

[00:09:23] But if you are, like in one of my instances, I white label. The sky’s the limit. I let companies make as much money as they can off it because I no longer license those or sell those programs myself. Right, so you get to think about what you want for the future regarding a particular product or program that you’re considering as we go through this.

[00:09:45] So again, step number one, identify what you have and identify your long-term business goals. Step number two, make sure they’re protected and you’re covering your legal ars. Step number three is identifying the parameters around relief. Step number four is actually [00:10:00] selling it. So going out there promoting your course or training program to potential licensees in various marketing channels like networking, like speaking at events.

[00:10:11] Many of our clients, the primary way that is so powerful to sell is. Presenting and being a speaker in, in meeting with other businesses and being in masterminds and collaborating with other companies. So these industry specific events to create awareness and social marketing channels like LinkedIn.

[00:10:30] Also, I want you to identify that in this selling process that you have decided your parameters, which we talked about, and that’s what we call your licensing program out of the box. But with this being said, you can also choose that after you have a discussion with a potential buyer about your parameters that you may also want to consider.

[00:10:57] Altering some of it or adding some other [00:11:00] things to it to meet that company’s needs. So I’m always a big advocate of listening to what the company wants in terms of the solution that you deliver, understanding what their needs are and what the end of their results and mission is and what. That company is really looking for as far as a benefit from your program.

[00:11:19] And then you may be willing to be outside of the box, may be willing to edit some of your parameters to help them meet their needs. And then the third part of the selling is signing the agreement and collecting your money. So the sales process is totally different than the overkill of massive funnels and online marketing that you’re probably used to.

[00:11:39] It’s actually very simple. And so this process, after you’ve identified your parameters, you can choose if you wanna just sell it as it is, you’re not willing to do any edits or altering, or if you want to even increase the value of your program, maybe by adding some consulting or coaching with your licensed product as well.

[00:11:58] Step number, I’m going through my, [00:12:00] my list here. Step number five is actually onboarding and delivering your program. So you need to have a really great system for doing this, and I want you to think about going through the process of just creating a seamless system and communication channels. So when you give this program to another company to distribute, it is off and away like a bird flying away.

[00:12:20] You have your money, they are a happy company, and deciding whether or not you’re gonna continue to provide ongoing consulting or support. So step number five is the onboarding and delivery of your program. If your program is still housed in your L M S, so if you have your program still in your kajabi and you’re licensing it, but you’re still housing it, or if they are completely taking it and distributing it in their own channels, that is gonna change your step number five delivery method.

[00:12:52] And then step number six is compliance and monitoring. Okay, so each of you have a different brand integrity and [00:13:00] you may find that you wanna update your materials, you may wanna add to it. And so compliance or updating or continuing to provide them with, with marketing support and marketing, swipe copy, those are all things that fit into step number six, as well as renewing the license agreement for ongoing.

[00:13:19] Opportunities for you to make more money. So let me go through these five steps of actually licensing and releasing your program. Excuse me, six steps. We usually have more, but I really wanna simplify this here for you. Step number one is identifying what you have in order to, align with your future.

[00:13:41] Step number two is protecting your ideas, making sure that your legal abduction in a row. Step number three is deciding the parameters of release. How long did they get it for? Is it exclusive? Where does it live? Like is it in your LMS or their lms? What is the branding? Are you taking royalties? All of those things are actually seven different [00:14:00] levers, so we work with our clients to determine the pricing.

[00:14:03] Step number three for you here is just understanding. What that kind of outside of the box program is that you wanna start with in the parameters of that. Step number four is selling it, promoting it, connecting with people, signing the contract, and being willing to maybe even listen if they want you to add coaching or consulting on top of that and adding it to, to another agreement where you can support this company.

[00:14:24] And then step number five is the actual delivery and onboarding, which will be dictated by where the program lives in step number six or renewals in continuing to support the clients as far as getting them to resign the license agreement. But also you are gonna wanna make sure that you have any sort of check points in place if you need to update the content for any sort of reason.

[00:14:49] And this is actually a very simple process, especially if you already have established trainings and programs that you have created before. It seems a [00:15:00] little overwhelming because I, I know you haven’t been here before. I know you haven’t done this before and that’s why you’re here listening to me and watching me talk with my hands on the video.

[00:15:12] I have done this before, but I’ve also been in the place where I did it the first time and I had no freaking clue what I was doing. I know what it feels like to be on the other end of a sales call with a corporation that wants to license your material and feel like you’re a total fish out of the water and that you don’t deserve to be there.

[00:15:33] But I figured that out and I created a step-by-step process that I’ve been teaching for over a decade. Companies like you, and I’m telling you as a girl that did not receive a college degree, okay, that has lived on my own since I was 13, who has started over seven different companies, never having any idea what I was doing with any of them.

[00:15:56] I am telling you that if I can do this, You [00:16:00] can do this, I promise you that process is not that difficult and companies are out there right now looking for programs like yours to help increase the skills in the systems, in the sales, and even provide SOPs that provide seamless scalability to increase time and also to pour into their clients for benefits and lifestyle and wellness.

[00:16:27] As well as they’re constantly looking for programs to augment their other forward facing programs. An example of that is if you are a marketing expert and there’s a branding company out there that might not be as great at teaching video marketing as you are. Great. They’re the first ones to reach out to license your expert.

[00:16:48] How to make great marketing videos to a branding agency that isn’t an expert at that. It’s in their benefit. And I want you to hear me on this because this is a mindset shift. It [00:17:00] is in a company’s benefit to pay you for what you’ve created over taking the time and spending the money to try to create it themself.

[00:17:10] Okay. Especially if you are licensing to smaller established businesses and, and these are businesses with under a hundred employees, right? They don’t want to spend the time to try to, to have an employee be leveled up on something to create an expert training that they could never compete with. Your area of expertise on that.

[00:17:29] They want yours and it’s a smart business decision for them to get yours. And so don’t think that maybe you haven’t done this before and you can’t do this. This is a simple process. We’ve introduced you to the first six steps here, very high level, and I would obviously love to invite you to dive in more.

[00:17:47] I, this has personally changed my life. When I had a company approach me to license my courses, I literally had three little boys, my ba, my three baby boys working from home, which I [00:18:00] still work from home. They were around my ankles. I had no childcare. I had an international business consulting firm at the time, and I was working my ass off.

[00:18:10] And a company approached me because they wanted my courses, they wanted my content and they wanted me to consult them. And this wasn’t a little company. This was a huge healthcare corporation. And I remember feeling like, wow, I’m so, I can’t believe I’m here. But I also remember realizing. Wow. They really want this because it’s something that they could never recreate the way that I have done it on my own for them, and it’s in their benefit to pay me.

[00:18:40] To take what I’ve done to make themselves look better, be more efficient, make more money, and in this case, you know, lead, lead in the marketing race that they, that they were trying to lead in in that particular case way back when. So I wanna encourage you that they’re out there looking for your program.

[00:18:58] Right now, whether [00:19:00] it’s client facing or internal, whether it is something that can be measured through increase in sales, or it’s something that it’s kind of tough to measure through reducing anxiety or helping people sleep better. I promise you that your genius is more valuable than you have even tapped into yet, and this is the place for you to start.

[00:19:22] We are so happy to be able to support you in this. So to move forward and actually work on implementing, like I said, we have a ton of resources for you. You can cruise over to sweet life co.com. And click on licensing. You can get started just at the beginning with our licensing launchpad. You can listen to our free licensing Foundations video.

[00:19:43] You can take one of our workshops, which is a live workshop where I get to work with you, or you can join our accelerator where you get all of our project plans, including our license contract, which I paid $14,000 for way back when. We just give it all to our clients. [00:20:00] So whatever you are looking for, we would love to be that go-to place that you trust, and it is such a reward for me to be able to see you guys.

[00:20:08] Actually reach exponential, like massive explosion with your genius because frankly, we, we work with companies that you guys really care about what you do, and you’re really interested in impacting companies and people with your good work, and that’s what this is all about.

[00:20:28] All right, I’m gonna wrap this up. Almost to 20 minutes here. This is episode number 287. Thank you for listening to this podcast we’ve been producing for over six years. If this benefited you, bless you, please share this. I have refused advertisers forever. I hate freaking advertising on podcasts, so we really rely on our listeners to share this episode and I would really appreciate it if you did that.

[00:20:51] Okay. You guys have an awesome. Day, thanks for being here, and I look forward to hearing from you and how we can support you in the future. Bye-bye for now.[00:21:00]

April Beach on LinkedIn

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Full Show Transcript:

286

[00:00:45] Hi everybody. If you are watching on the video stream of this episode, and welcome to the Listening Stream. I’m April Beach and you are tuned in to the Sweet Life Entrepreneur podcast. This is episode number 286, and I [00:01:00] want you to know that there are a couple bonuses that are really powerful that go along with this episode to help you further implement what we are talking about here in this show.

[00:01:09] First and foremost, cruise over to licensing launchpad.com. It is our newest training to get you to the starting gate. To package your intellectual property, package, your course, and really even understand the potential ahead of you that can be had through content licensing. It’s truly my pleasure to unlock the licensing world to you.

[00:01:33] Let me give you a little bit of a backstory. I started licensing my own online courses. Back in 2009, I absolutely had no clue what I was doing at the time, but since then, I’ve gone on to license my own trainings and programs to businesses in 13 different countries and coach other consultants and experts on how to do this as well for over a decade.

[00:01:57] And so this particular series that [00:02:00] we’re doing here on the show, And a lot of the focus of our show is helping you establish coaches, consultants, experts, scale your business, and I wanna introduce you to this world of licensing your course or training or method or process. And so in this particular episode, we’re actually just talking about the benefits of licensing.

[00:02:19] I want to help you to understand whether or not this is something that it’s a good idea for you. If you’ve been listening to me for any period of time, you know that I am a lifestyle entrepreneur. What does that mean? It means I’m a life first entrepreneur. It means that just because there’s a great business model doesn’t mean it’s a great business model for me, and I believe that for you as well.

[00:02:40] And so I wanna introduce you to the option of licensing. Just like we’ve introduced you to the option of creating courses and doing masterminds and doing MRIs and doing memberships and doing V I P days. We talk a lot about building million dollar programs and million dollar offer suite [00:03:00] ecosystems here on this show because that’s what we do.

[00:03:03] At the Sweet Life Company, we help establish coaches, consultants, speakers, authors, and experts, extract your genius and build your million dollar product ecosystem. But how you release your programs, whether it is through a group coaching program, whether you are consulting individuals or individual companies, whether you dive into the opportunity to license your training or program, that’s up to you.

[00:03:28] My job here is to open up the options for you so that you can make the best decisions for. For yourself. So welcome to the show. If you’ve ever listened to us before, if you’ve never listened to us before, it’s so great to be connected with you. So couple of resources we have. First of all, go over to licensing launchpad.com.

[00:03:46] It is a really powerful like 45 minute five part video training. I know you’re a busy C E O. You can plow through it and get a massive amount of information. We’re even giving you the entire cheat sheet of what the top 10 [00:04:00] industries are buying right now in terms of programs just like yours. So go to licensing launchpad.com to grab that and for all the show notes, if you wanna apply to work with us or join any of our other workshops or masterclass, you can cruise over to SweetLifeCo.com.

[00:04:16] This is episode number 286. Okay, so let’s talk about actually who this is for. So it’s for those of you guys who are established and you want to understand the steps to successfully. License your courses, trainings, and the opportunities ahead of you. So we’re gonna actually dive into the process of the benefits of licensing and it is really, really important because again, I want to open up the opportunity for you to understand whether or not this is actually something that is, is a good use of your time, resources, and your brain power.

[00:04:59] All right, let’s go [00:05:00] ahead and dive right on in. Let’s talk about the benefits of licensing, but let me start with a basic description. If you actually don’t even know what licensing is, so licensing is like taking your course or your training, your material, your framework, your process of getting people results and renting it to other companies.

[00:05:19] Okay? So when we say sell your course to other companies, we actually don’t mean selling it. Selling it would mean they own all the rights. And all the interest to your intellectual property. When we license it, it’s like renting it. So it’s allowing other companies to use your intellectual property, your genius that you’ve created in the form that you have created in.

[00:05:43] For their own benefits. Now, let’s talk about the form that you have created in. It could be a totally done course. Maybe it’s a course you haven’t even built yet. But if you have a proven process, method, or framework that you’ve been teaching that you know gets people results, that’s of interest to other companies because [00:06:00] other companies don’t want to take the time and spend the money on the resources to develop a solution for something they can just frankly license from you.

[00:06:10] And so it’s beneficial to them and it’s beneficial for you, so it doesn’t even have to be a co totally completed course. Here are the two prerequisites that we love to tell people. You have to be good at what you do. We don’t wanna license out a program that, you know, you’re just kind of winging it. So we need to make sure you’re established.

[00:06:27] You are very well versed in, and the second thing is that you have gotten people results using this method, framework, or training before in another capacity. So you’re an established business. You’ve been using this process, even if it’s in another delivery method to get people results, and you deliver predictable results with the amazing framework in IP and training or course that you have created.

[00:06:51] That’s the prerequisite here. So what we’re talking about is why would you wanna do this? What is the benefit to this? And, and as I mentioned, [00:07:00] I, I value time over money and I want any time that you put into your business to give you the outcome that you want. Obviously a great financial outcome is fantastic too, but I have to admit, I’m also the girl that would love to like camp with a campfire and van life and just.

[00:07:19] Surf all day, and I would probably be just as happy barefoot on the beach with no money in my pocket. I say the word probably, I really do like having money, but Sounds good. So whatever that is for you, I wanna honor that. If we’re talking about the benefits of licensing, so you get paid up front. So in the past, In the marketing online business space, right?

[00:07:40] When we’re doing this launch mode, we wanna reach so many people in order to convert your sales at a certain rate. So let’s say we want a hundred people on your webinar to try to convert it at, you know, over 50%. So we don’t have to do that. We have licensing. You sell it once to one buyer, but you sell more seats with it so you [00:08:00] get paid up front.

[00:08:00] So benefit number one is taking that same training that you’ve already created and instead of having to sell it, A hundred times. You get to sell it once and go back and listen to the last week’s episode where I broke down the steps to get started where I talk about turning a $99 course into a $99,000 sale without changing the course at all.

[00:08:20] Okay? Today I just really want to unpack whether or not this is a great option for you to move forward. Number two, it helps you to expand fast. So if you want to. Grow quickly. If you wanna reach more people, grow your business seriously faster than you ever thought possible. Especially if you are a small micro entrepreneur.

[00:08:41] I mean, that’s what I’m called. We have less than seven people on our team. We aren’t even like categorized as a small business. We’re like micros sized businesses. If you’re like us and you wanna grow fast, licensing is a great way to do it because we can scale people, okay? We scale your. Reach, we [00:09:00] scale your people, meaning we don’t need more people.

[00:09:02] Actually did an episode a few episodes a ago called The difference between Growth and scaling. Growth is where we spend more to make more. Scaling is where we don’t spend more to make more. Licensing is a straight scale play. And it’s super powerful because of that. So benefit number two is if you wanna expand your business fast licensing is a great opportunity for you.

[00:09:23] Number three, it’s gonna save you time and money. Okay? So you don’t need a bunch of extra people, you don’t need extra staff members, you don’t have to hire sales closers, you don’t have to, you know, hire people to do all these different things. We can actually build systems within the teams. You already have the process of.

[00:09:43] Selling and actually delivering your license programs is so much more simple when we just do it to one buyer. All right? So the nu the third benefit is saving you time and saving you money and saving you teams, and it’s really powerful. The fourth [00:10:00] benefit to licensing is absolute non-stop promotion.

[00:10:03] Okay? So imagine this, you are playing with your kids at the park, or you are at a movie with your significant other, or your traveling or wherever. In the meantime, there’s hundreds, maybe thousands of people accessing your training in your program. You’re just hands off. It is absolute madness in the best way.

[00:10:24] Okay, so it’s nonstop promotion for you because your licensees are continuing to promote it, whether it’s internally to their teams or externally, because they may be using your training or program as something they’re delivering that could be even client facing. They’re gonna keep promoting it for you because.

[00:10:43] They invested in it and they wanted to work great. So it actually takes you outta the place of needing to. Even market it from a client standpoint, out, out, out to the world. It’s an incredibly powerful thing, especially for people like me that frankly [00:11:00] I don’t, I don’t love social media and I don’t wanna hang out there all day.

[00:11:03] And so if you’re like me, I. Then licensing is a good opportunity for you. Number five, it’s gonna scale your revenue. Okay? This is seriously, again, go back to last week’s episode where we talked about taking a $99 course into selling it for 99,000. The important thing that you need to understand is that in most cases, we don’t have to change the training at all.

[00:11:24] We don’t change the product, we change the buyer. So you’re going from selling it to a hundred people. For $1 amount goal to selling it to one company for that same dollar amount goal, if not more. So when we talk about scaling your revenue, there is nothing that I have experienced. I’ve been an entrepreneur my whole life.

[00:11:47] I’ve been coaching. Coaches for 27 years. Okay, let, let’s sink in. You’re right, it’s swear I don’t look old enough to be doing that, but I started when I was 20 years old, coaching [00:12:00] coaches. Okay, so I want you to understand that never even being a pioneer in the online coaching space has I. Have I ever experienced a way to scale your genius as FAST is releasing your program or training through licensing and.

[00:12:17] Again, I have personally done this myself. Um, number six, it really levels up your brand, so it’s gonna level up your thought leadership in your space. Even if you wanna keep selling your training directly and give different people an opportunity to license it as well, it’s gonna level up your brand. Not only within that B2B space, but it’s also gonna level up your thought leadership and your leadership and your niche, um, even to your established clients.

[00:12:45] So even if they aren’t the ones that are licensing it, I, I would literally have clients say to me, oh my gosh, really? Other companies license your content. And it just levels up their trust and confidence in, in my consulting with them. And it’s gonna do the [00:13:00] same thing for you. So really levels up your brand and your recognition and your thought leadership in your space.

[00:13:06] Number seven, licensing is usually a very fast setup. So again, you don’t have to think of all the things you’ve probably been working really hard to do. Online funnels, online marketing, webinars, live virtual events, challenges, summits, ads, all these other things. When it comes to licensing, we sell them very differently.

[00:13:29] The sale of licens programs is very, very simple. And it doesn’t require fancy funnels or a ton of automation and all of these things that frankly, most experts don’t come outta the box. Knowing you guys and me when I first started, you know, we’re experts in the thing we do. It doesn’t mean that I’m an expert funnel builder.

[00:13:55] I feel, I feel like I am now because I learned how to over the [00:14:00] years, but man, Imagine if you could avoid all of that, or you didn’t have to pay the money to have somebody to build all that out for you. So it’s a really fast setup about packaging your content and actually getting it released to license super fast setup.

[00:14:14] It’s not as complicated as it as it may seem. It’s actually so simple that I, I think that some of our clients even just like. Have trouble wrapping their head around the fact, like, wow, okay. That’s what I do. Like I, I, I need to meet with them and, and present my program and listen to what they need and tell them how I can solve their problem and sign a contract and take my money.

[00:14:35] Mm-hmm. Yeah. It’s that simple. Okay. Number. Eight. I’m gonna keep track. I’m look at my notes here for you. Number eight is reoccurring revenue. So it’s ultimate passive income when you license your product and there’s usually a licensed term, so there is a renewal fee. It’s an amazing thing. So you’re not only getting the upfront money for licensing, you may even be [00:15:00] getting residuals.

[00:15:02] So what I mean by that is you may even be getting commissions and percentage of sales on when other people sell your programs. That’s a whole nother episode. We’re not diving into that right now, but they’re a reoccurring fees for your renewals. So on top of the initial fee, they’re gonna pay you when that renewal comes up as well.

[00:15:22] If obviously you’ve created a a great program, they wanna bring it back again, especially if they’ve worked hard to market that program as part of their business. Number nine, stay with me here. Uh, you can find great partners. So if you want to open the door to other levels of personal branding, personal leadership.

[00:15:43] Say you wanna write a book or you want to start speaking on stages, or you wanna build affiliate relationships for other parts of your company. Licensing is an amazing way to do it. It helps you find amazing great partners where you can collaborate with them. I’m a big advocate. I believe that the [00:16:00] future of business is collaboration and linking arms with other businesses that you serve the same audience or you serve the same mission or you serve the same purpose.

[00:16:09] I, I really, truly believe that is the future and the strength of where we’re going in the world of online business. And so licensing is a really, Important way to be able to step in to that, to have something valuable to give, and of course to be able to create, amazing, powerful relationships with other businesses that are like-minded.

[00:16:29] Number 10, licensing. You get to use what you already have. If you created a course or a training, like pretty much everybody and their cousin has done, especially since Covid, maybe that coarser training is collecting dust on a shelf. Okay, If it’s sitting there and you thought you were gonna sell it, and then you’re like, oh my gosh, this is for the birds.

[00:16:52] But you’re an expert in your space and you’ve worked so hard. If you’re like me, you probably have. Stacks and stacks of trainings. [00:17:00] At one point in time, we had 56 online courses that were Evergreen courses. All right? So if you’ve been doing what you’ve been doing, you have things that are just sitting there collecting dust.

[00:17:10] Licensing is beautiful because we can take what you have already created and make a lot of money for you off of it. Number 11, you actually get to work less with your operations, with your delivery and your management in most simple licensed terms. When you, it’s like. Set it and forget it. It actually reminds me of like the good old days of the first like wave of on online evergreen courses where y we would like actually set them and forget them.

[00:17:36] This is like 2012, 2013 people would enroll and you’d click a button, you’d put it for sale. You’d have hundreds of people come in there and it was like a dream come true. Uh, courses don’t do that anymore in most cases, by the way, you guys, that that’s very 10 years ago. Um, but licensing does because. It’s not like you’re just forgetting it.

[00:17:56] There’s some company that’s actively continuing to take it [00:18:00] from you. It’s like a relay race. They’re taking the baton and they’re running it around the track with their teams to all of their people. What does that mean for you? It means you have very little operational overhead, very little team overhead.

[00:18:13] You want to make sure that you are validating that everything is going as contracted term. And you wanna provide support to your licensees. Some of your licensees may ask you to add consulting, coaching, actually live support in addition to licensing your program. That’s another episode. We’re not talking about that right now.

[00:18:34] It’s just straight licensing agreement is really less work, less operational costs, less management management for you. And so it’s less overhead, more profit, and more lifestyle freedom. And then number 12, and I’m gonna recap all these, number 12 is that you actually get to reach more people if you have created a process and a method that you are really passionate about, maybe it’s your life, li Life’s work.

[00:18:58] Like some of our clients, there [00:19:00] are programs that we partner with them to license. We help, we teach them to help them license. It is literally their life’s work, you guys. And if that’s like you, You’re just one person and there is a line between where is the quality of life for you and where is the expansion of your reach, right?

[00:19:19] You may find, oh my gosh, I could get this work and this important process, life changing, business changing process into the hands of more people. If I only had more time, team resources and money, well, licensing is how we do that. So imagine taking this work that you. Truly are an expert in that you created that you can do and deliver and teach in a way that nobody else can in getting it in the hands of so many more people and businesses to do good things in the world.

[00:19:49] That is what licensing does. And so it might sound complicated, but trust me, it’s not as industry leading coaches that teach. Other leaders how to [00:20:00] license their content. I can tell you every single business comes into me and they’re like, oh my gosh, I don’t know what I don’t know. This seems so scary.

[00:20:07] This seems like so big. It is not, it’s, it’s actually so simple. It just absolutely blows your mind at the process of all of the things that are complicated, all of the letters, we strip out everything and we go back to business basics in delivering programs to give great results and allowing other companies to benefit from that.

[00:20:28] That is licensing. So let me go over those benefits. And I want you to identify to yourself which one is the most important for you. And once you, oh, I’m gonna list them. Once you identify the most important one, I just want you to ask yourself, how important is this to me? How important is this to me to solve right now?

[00:20:49] Is this part of our primary strategic objective as a company for for this year? Okay. And that will help you kind of stay grounded in this. This is not [00:21:00] one of those shiny object episodes that I want you to go chase. I don’t ever want you chasing any of those shiny objects. There’s so many distractions when it comes to how you can build your business.

[00:21:10] I’m here to give you the options. I’m here to open up the opportunities for you, for you to choose. And so I’m gonna go through this list of 12, and after I go through this list, I want you to pick the number one most important thing to you. And then you ask yourself, how important is it to fix? And how fast do we want to have this as a benefit to our company?

[00:21:31] Okay, so here we go. Number one benefit. Getting paid upfront and early.

[00:21:35] Number two, expanding your business and your reach and helping more people faster.

[00:21:41] Number three, it’s gonna save you time and money.

[00:21:44] Number four, it’s nonstop promotion for your company.

[00:21:49] Number five, it’s scaling your revenue. Okay. Massive revenue increase through scalability.

[00:21:56] Number six, it’s leveling up your brand in the recognition of [00:22:00] your thought leadership and your brand in your space.

[00:22:02] Number seven, it’s a quick setup. It’s quick to build and package and sell.

[00:22:07] Number eight, you have reoccurring revenue for years to come.

[00:22:12] Number nine, you get to find great partners and other businesses to collaborate with.

[00:22:18] Number 10, you get to use what you have already created without having to start from scratch.

[00:22:24] Number 11, it’s less work, less operations, and less management for you.

[00:22:29] In number 12, you get to reach more people with the genius that God has given you or whatever you believe to do more good in the world.

[00:22:37] Those are the 12 benefits of licensing. There are so many more, but those are the 12, and I wanna be respectful of your time, so I frankly I just cut it at 12. Now, what’s that number one? What was that first thing that was most important for you? I want you to again, ask yourself, how quickly do we want to solve this?

[00:22:54] How important is this to my business, my bottom line, my team, and my life? Okay. [00:23:00] Once you decide that, then you can decide how quickly you wanna move forward into this. We do have a resource for you. We have tons of resources on licensing. First of all, you can go to our website and you can find licensing playlists from the podcast here, licensing articles.

[00:23:15] I have a huge licensing 1 0 1 foundation video training you can watch, and we have our newest training called Licensing Launchpad, which actually takes you through the step-by-step process to move into licensing. That’s also the one that has all of the cheat sheets of what companies are buying right now.

[00:23:34] So we’re gonna drop all the resources here for you. If you’re really ready to move forward fast, you can always apply to work with us and join our licensing accelerator where we give you everything and of course all of the contracts and you get to team up with our, with legal and it’s just really fantastic.

[00:23:50] But this, the ball is in your court now, you know? You can’t unlearn what you’ve just learned. This is taking a program training method or framework that you’ve already [00:24:00] created and exponentially scaling it with less work in the than you’ve ever done before. If that’s what you want, then this is could be a great option for you.

[00:24:08] Okay. The resources, again, this is episode number 286, and so therefore, everything, all the show notes can be found by visiting sweet life co.com. Click on the podcast. This is episode number 286. We also talked about digging into licensing launchpad.com. So you can do that. And of course you can just text the word license to the number 8 0 5 2 5 4 0 8 8 0, and we’ll text you a link to all these resources as well.

[00:24:42] Or because I’ve given you way too many calls to action here. Totally. Don’t do this on your own podcast. I’ve given you way too many options. Just go to sweet life co.com and you can find all the resources. Under how to scale your reach through licensing there on the website. And if you’ve enjoyed this show, please [00:25:00] share it with a friend.

[00:25:00] This is really, it’s not new knowledge. Licensing is an old thing that’s been done for years, but so few people know about it. And it’s really my mission to help as many businesses like our clients and frankly like myself, scale their reach exponentially and actually, build a quality of life through expanding the use of your genius. All right, you guys have an awesome day. I’ll talk to you next week. Thank you so much for listening.