4 Mistakes to Avoid When Packaging Your Offer to Corporate

It doesn’t matter if you are an expert in sales, business development, wellness, or process improvement. Regardless if you’re in the “corporate space” or not, companies big and small are investing with experts like you.

This year alone, companies are expanding their training programs to include topics such as:

  • Graphic design (including training for non-designers)
  • Exercise programs
  • Nutrition and meal planning
  • Remote work
  • Leadership training for new managers
  • Personality assessments and training for different personality types
  • Learning a new language
  • Planning effective virtual meetings
  • Stress management
  • Writing for different departments (marketing, technical writing, customer service, etc)
  • Event planning
  • Improvisation
  • Office design
  • Mental health training (including energy management, boundaries, work-life balance, resilience, meditation, etc)

As a result of COVID-19, 85% of companies said they plan to develop new programs. LinkedIn found that there was a 159% increase in CEOs promoting learning and development during the pandemic, and employees were spending 130% more time learning in the early months of COVID-19.

Even more encouraging, 56% of all corporate training is delivered by outside vendors like you.

Bottom line: there is a big opportunity to package and sell your expertise to corporate clients, no matter your expertise. The key is to avoid some simple mistakes that will have your proposal lost in the pile of mail on the decision makers’ desk.

Let’s dive in!

4 Mistakes to Avoid When You’re Packaging Your Offers for Corporate Clients

1. You’re not clearly packaging your value.

The secret to getting attention is linking what you offer to a problem businesses want to solve.

Two ways to sell to corporate

All major decisions within an organization typically revolve around one thing – profit. When you connect your expertise to increasing profit, you make it an easy “yes” for companies to want to work with you.

There are only two ways to increase profit: by increasing sales or reducing costs.

1 – How can you increase sales?

There are typically two ways to increase sales: helping companies land more customers or getting their existing customers to spend more.

The key thing to think about is you don’t have to be a sales or marketing expert to increase sales. Think outside the box.

  • If you specialize in search engine optimization, this is directly helping companies drive new leads that convert into new customers.
  • If you are a copywriting expert, you can help companies give better presentations that can generate new clients through storytelling skills.
  • If you are a public speaking coach, you can help team members feel more confident in their communications skills. Presentation confidence lands new clients.
  • If you are a relationship coach, you can help employees learn to quickly build trust and loyalty with their clients. This equals the higher likelihood of a long-term relationship.

2 – How can you cut expenses?

The other way that we drive profit is to reduce costs. There are three ways you can help companies reduce costs: reducing turnover, increasing productivity, and reducing waste.

Examples for increasing staff retention:

  • If you are a sleep coach for newborns, you can teach parents skills that allow them to be more well-rested so they can show up at full capacity in the office. Supporting the importance of a healthy home life from a company can go a long way toward building loyalty by helping employees deal with the stress of work/life balance.
  • If you are a wellness coach, you can teach employees how to lead a healthier lifestyle. This contributes to a deeper sense of connection to the organization.

Examples for increasing productivity:

  • If you are a time management coach, focus on maximizing task efficiency.
  • If you are an expert in nutrition, you can help employees stay energized and healthy.
  • If you are a tech expert, you can help employees more effectively use tools and software.

Examples for reducing waste:

  • If you are an HR consultant, you could help companies edit their hiring practices so they can do more with less.
  • If you are an environmental advocate and expert, you could help companies streamline their use of physical resources to reduce waste and save money.

The key thing to remember here is think outside of the box when it comes to how you can solve a problem within a company. Companies are looking for solutions outside of the norm to set their business apart, and provide innovative solutions to long-term problems.

2. Thinking You Don’t Have Existing Connections

You have more connections than you think you do. Whether you’re aware of it or not, you have many opportunities to sell your expertise.

It only takes one short sentence about what you do to have someone ask you, “Do you work with businesses like mine?”.

When you lead conversations differently, corporate clients can be found anywhere. The key is to weave in how you solve problems for your clients, as opposed to your job title.

For example, one of our clients travels often and strikes up conversations in Ubers, in restaurants, and at hotels. Once she changed the way she talked about what she does and focused on how she helps, potential clients were popping up everywhere!

Next time someone asks you what you do, think about how you can frame your answer in a way that showcases how you help solve a problem. Use this tactic as a way to curate a hot list of potential clients who would be excited to work with you.

3. You’re Marketing to Corporate the Same Way You Would Market to an Individual

The same strategies that work for targeting and marketing to individual consumers are not going to work for corporations. The truth is, you need a simplistic strategy that allows you to grab their attention and book an appointment with them.

You can do this easily with your email and a phone (you read that right: no online sales funnel required).

By crafting the right language in your outreach email, you’ll be able to snag the attention of the decision maker so they’re eager to book an appointment with you.

As you’re writing the email, make sure to include:

  • How what you do links directly to one of the 5 business priorities that will guarantee the attention of any decision maker
  • Short “cred builders” that quickly establish you as an expert in your field
  • A calendar link or some dates for them to schedule a call with you (avoiding back and forth emails to connect)

4. Using Your Proposal as a Sales Tool

It’s easy to make the mistake of trying to sell with your proposals. If you’re expecting your proposal to do the selling for you once you hit “send,” you’ve been misled. That proposal is rolling around your potential clients’ inbox like a tumbleweed in the desert. Instead, you’ll want to lead a conversation with the potential client that encourages them to share exactly what they will purchase.

When you lead this type of conversation with the client, you don’t have to sell. You only deliver different options they can choose from to work with you.

Another common mistake is charging by the amount of time it will take to deliver the result versus basing pricing on the value generated by the work you do together. This can lead to undercharging and being stuck in a dollars-for-hours model.

Summary

When you mentally shift out of “what you do” and focus on “how can I help companies grow,” you can get more attention and easily sell to small, medium, and large organizations.

You get attention by speaking the language that organizations speak. And, they speak the language of solving problems and generating profit.

The first place to start is being able to articulate your value proposition confidently by identifying how you can bring value to your corporate clients.

Share in the comments with us: How can YOU help companies with your expertise?

Next Steps

If you’re looking for deeper support to land your ideal corporate clients, we can help!

Our Get Corporate Clients Masterclass is a virtual learning program designed to equip you to sell your offers to small, medium, and large businesses, nonprofits, and associations so that you can generate more revenue with fewer clients and create consistently higher ticket sales.

We’ll share our proven step-by-step system to help you nail your value proposition, build a hot list of prospects, schedule the appointment with the decision maker, package the perfect proposal, and more.

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