Integrating intuitive eCommerce functionality into your extended enterprise online training environment is critical to ensuring your customers are able to find, select, and purchase your training products. Here are seven tips that – when implemented effectively – can help you sell more online training.
Tip #1. Use the power of a public course catalog
Sure your customers may already have access to an interface featuring the various courses and lessons they can take. But a course catalog is your chance to “market” your courses. It provides a format for highlighting content and providing additional details.
By making your course catalog public, you can also draw in new customers. The key to being discoverable is good old fashioned search engine optimization (SEO). LMS’s are, by design, closed systems that require user authentication for access to most content. While you can always pay for ads to drive learners to your site, the most effective means comes as a result of organically curated information from your public catalogs and customer recommendations.
Tip #2. Make content recommendations
The ability to recommend additional relevant content as the learner needs it is useful not only to your learners but also to your bottom line. The persuasive design strategy of suggestion is a powerful tool to help support learners during both the learning and buying process. Offering content recommendations for additional courses during the buying process or after a learner completes a course creates a consistent experience where content is constantly served up for them to consume.
Tip #3. Offer a range of quality choices
If you are looking to extend your in-person training consider blending online elements with face-to-face or virtual training. As humans we like choices and new things can be intimidating so allowing learners the options to “blend” into online training can be a great tool. Blended learning also helps you capture customers for longer than just a one-off experience. You may even want to consider selling subscriptions to online content to your face-to-face learners to help them maximize their experience.
The ability to blend learning with videos, interactive content, and event-based courses can expand your opportunities to meet the needs of your customers while managing all of their purchases, progress, and completions in one place.
Tip #4. Offer member-discounted pricing
Feeling a part of a community is a powerful persuasive motivator. Offering discounts to your training offerings for those who are repeat customers or a part of a community can boost engagement. This is helpful when customers are sitting on the fence and a discount may be enough to push them to order more.
Tip #5. Offer flexible purchasing options
Your customers don’t all have the same purchasing needs. You need a solution that offers the flexibility to sell your content in a variety of buying formats. For example, pay-as-you-go, a la carte, as a bundle, as a subscription, or as a bulk purchase for others. This also includes supporting multiple payment methods, from credit card transactions to purchase orders and invoicing depending on the size of the organizations you may be selling to.
Tip #6. Utilize data-driven selling
You may not be ready for fancy algorithms or sales bots but that doesn’t mean you shouldn’t be studying and learning from your data. We call this persuasive design strategy surveillance: the power of watching, learning, and then “sharing” our findings. When you look into the data that is captured about learner behavior by your LMS, you can begin to identify opportunities to reach and, yes, sell to your customers than you probably didn’t realize were possible. Detailed reporting can show you what people are buying and what they are showing interest in.
Knowing what people want improves your planning. Reviewing reviews and customer feedback improves your courses. The use of information about current trends can boost selling courses. All of these opportunities improve your return on your investment to sell courses online.
Tip #7. Your training solution should play well with other platforms
By integrating online training with other platforms that your organization uses, you will gain a more comprehensive view of your customers. This will help you to sell more training, better service your customer’s needs, and demonstrate how customer training improves your company’s bottom line. If you use Salesforce, for example, you will be able to view online training purchasing data and course completion data alongside broader business information, which can allow you to make more informed decisions for your business.
Back to basics of selling courses
The use of some of these eCommerce and reporting tips may seem natural to some. But putting them in place will help you energize your customer training solution, ensuring that every training-related interaction your customer has with your company will leave them wanting to come back for more.