Extended Enterprise Learning

Maximizing Success in Selling Professional Development and B2B Training to Companies

6 min read | Jun 27, 2024
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Creating a culture of continuous learning is crucial for companies looking to maintain a competitive edge. As companies increasingly emphasize the importance of investing in training programs, there is a bigger opportunity than ever to sell ready-made professional development content to help organizations improve employee skills, boost productivity, and ensure compliance with industry standards.

However, selling professional development training to organizations can be harder than it sounds. It requires a strategic approach and consideration of each company’s unique needs. From understanding the nuances of extended enterprise and business-to-business (B2B) training to creating engaging content and utilizing advanced reporting tools, here’s what you need to know to effectively sell B2B training in professional development and continuing education while leveraging a learning management system (LMS).

What is B2B Training?

B2B training involves providing educational resources, courses, and professional development programs tailored for organizations rather than individual consumers. This form of training is essential for companies aiming to upskill their workforce, stay competitive in the market, and ensure compliance with industry standards. B2B training can cover a wide range of topics, including leadership development, technical skills, compliance training, and more. The key is to understand the unique needs of the client organization and its industry, and tailor the training accordingly.

From a potential client organization’s perspective, it is also useful to note that purchasing training from a third-party is often more effective than developing in-house training as it saves the organization time and money. This allows an organization to implement the training quicker so that they can anticipate seeing results sooner, as well.

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What is Corporate and Extended Enterprise Training?

Corporate and extended enterprise training is applied to parties beyond an organization’s internal workforce. It encompasses training programs designed for external partners, such as vendors, distributors, and even customers. This type of training ensures that all stakeholders are well-informed and aligned with the company's standards and practices. For instance, a software company might train its resellers on the latest features and best practices of its products to ensure consistent quality and service across the board. This approach not only enhances the performance of external partners but also fosters a stronger business ecosystem.

Extended Enterprise and B2B Selling Strategies with an LMS

While not every selling strategy will resonate with every potential client, the following approaches often serve as reliable talking points to pique interest when discussing professional development and training programs for B2B:

  1. Tailor your solutions: Customize your training programs to address the specific challenges and goals of each client. Demonstrating a deep understanding of their industry and unique needs will position your offering as a valuable and relevant solution.
  2. Define a value proposition: Clearly articulate the value proposition of your training programs. Highlight the tangible benefits that clients can expect to achieve, such as improved employee performance, reduced turnover, and compliance with regulatory requirements.
  3. Share case studies and testimonials: Use case studies and testimonials from satisfied clients to build credibility and trust. Showcasing real-world success stories can help potential clients envision the positive impact of your training programs on their own organizations.
  4. Provide demonstrations and trials: Offer live demonstrations or free trials of your training programs to give potential clients a firsthand experience of their quality and effectiveness. This can help alleviate any concerns and build confidence in your product.
  5. Use the partnership approach: Position yourself as a partner rather than just a vendor. Engage in ongoing dialogue with clients, provide continuous support, and collaborate on developing customized training solutions that align with their long-term objectives. This approach fosters strong, long-lasting relationships.

How to Create Engaging Learning Content for B2B Training

Just as important as selling is creating engaging learning content since it is integral to the success of any B2B training program. Data show that if learners don’t stay engaged, they don’t retain information as well – meaning that their professional development is not as effective and their organization may not see the pay-off that it expects from investing in training to begin with. Keep the following strategies in mind to ensure your content resonates with corporate learners:

  1. Understand your audience: Conduct a thorough needs analysis to identify the specific learning needs, preferences, and challenges of your target audience. Tailoring content to meet these needs will make it more relevant and engaging.
  2. Use interactive elements: Incorporate multimedia elements such as videos, simulations, quizzes, and interactive scenarios to make the learning experience more dynamic and engaging. Interactive content can significantly enhance learner engagement and retention.
  3. Leverage real-world scenarios: Use case studies, examples, and scenarios that reflect real-world situations relevant to the learners' roles. This helps in bridging the gap between theory and practice, making the training more applicable.
  4. Implement modular design: Break down the content into bite-sized modules that learners can consume at their own pace. This approach not only makes the learning process more manageable but also allows for flexibility in scheduling.
  5. Continuously gather feedback: Provide opportunities for learners to give feedback and make improvements based on their input. This iterative approach ensures that the content remains relevant and effective.

How to Select a Learning Management System (LMS) for B2B Training

There are numerous learning management systems (LMS) on the market. Sorting out their differences in order to choose the right one is an important step in the process of delivering effective B2B training. These key features should be kept top-of-mind when considering which LMS is the right fit:

  1. Scalability: Ensure the LMS can scale with your business needs, accommodating a growing number of learners and courses without compromising performance.
  2. Customization: Look for an LMS that allows you to customize the learning experience to match your brand and the specific needs of your clients. A good LMS will allow you to add company colors and logos so that the platform and training content aligns with your organization’s visual identity.
  3. Integration: The LMS should integrate seamlessly with the systems you already have in place, like human resources (HR) software, customer relationship management (CRM) tools, and other instruments that you use to streamline administrative processes.
  4. User-friendly interface: A user-friendly interface is essential for ensuring that both administrators and learners can navigate the system with ease.
  5. Analytics and reporting: Advanced analytics and reporting capabilities are a modern day must-have for tracking learner progress, assessing the effectiveness of the training, and making data-driven decisions.

Share Reporting and Analytics with B2B Teams

One significant advantage of using an LMS for B2B training is the ability to generate detailed reports and analytics. Sharing these insights with B2B teams can drive continuous improvement and demonstrate the value of the training programs, ultimately making them invaluable to the organization:

  1. Customizable reports: Generate customizable reports that highlight key performance indicators (KPIs) relevant to your clients, such as completion rates, assessment scores, and learner engagement metrics.
  2. Data visualization: Use data visualization tools to present complex data in an easy-to-understand format. Graphs, charts, and dashboards can make it easier for stakeholders to grasp and retain the information.
  3. Regular updates: Schedule regular updates and reports to keep clients informed about the progress and effectiveness of the training programs. This transparency builds trust and demonstrates your commitment to their success.
  4. Actionable insights: Provide actionable insights and recommendations based on the data. Help clients understand how they can leverage the insights to improve their training outcomes and achieve their business goals.
  5. Collaborative analysis: Engage in collaborative analysis with your clients to identify trends, address challenges, and plan future training initiatives. This partnership approach ensures that the training remains aligned with the clients’ evolving needs.

Sell B2B Training Effectively with Academy of Mine

Selling professional development training to companies requires a strategic approach that focuses on understanding the unique needs of each organization; creating engaging and relevant content; selecting the right LMS; and leveraging analytics to drive continuous improvement. By implementing these strategies, you can enhance the effectiveness of your training programs and deliver significant value to your clients.

Academy of Mine’s LMS is perfect for hosting B2B training content, and serving as a hub for an extended enterprise learning environment. Take your B2B training programs and your selling efficiency to the next level today by contacting Academy of Mine to learn how our comprehensive LMS can help you in every step of the process. Let's work together to create impactful and engaging learning experiences for your clients.

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