At the beginning of the Covid pandemic, most of my clients were working from home. As human resources and learning professionals, they were tasked with helping employees succeed in their work-from-home space. After a few months, I began to hear that my hardworking clients no longer felt intellectually stimulated and they missed the camaraderie that came along with an in-office work environment. 

Since I follow my customers’ lead to give them what they need to thrive, I launched a membership program where women in leadership could get the coaching, connections, and confidence to achieve their goals. I wasn’t 100% sure that my corporate clients would embrace the membership format, but that uncertainty didn’t last long.

It was a Friday afternoon at 4:50 and I decided to email 65 clients inviting them to join my new membership. I could have talked myself out of it. Afterall, how many corporate clients have ever even heard of a membership program? Plus, 4:50 pm on a Friday? Most experts would probably say this was not an ideal time for a “launch” email, especially to business-people.

To my surprise, by Monday morning, I had 45 interested participants – a 69% CONVERSION RATE on a product people didn’t know anything about from an email sent at 4:50 on a Friday afternoon!

For two years, I served my heart out for my members. I hosted bi-weekly live events with amazing guest speakers and lots of online self-help content. I even sent each participant a customized, bound journal for them to chart their success path, plan each month, and log their successes. 

So, the answer to the question is: YES! You can absolutely sell membership programs to corporations, not-for-profits, small businesses, and other professional organizations.  Individual are on a quest for all the benefits memberships provide like:

• Netflix-style, binge-worthy content to get solutions to their most pressing problems

• Online communities of like-minded professionals to share ideas without the distraction of Facebook ads or TikTok dancers

• Regular live events to learn and network with their peers

• Templates to make their jobs easier

• Opportunities to get coaching and inspiration from you

My membership was for women in leadership. Yours could be for people in specific professions (e.g., accountants, engineers, nurses, estheticians, realtors, daycare center operators, teachers), in specific industries (e.g., healthcare, manufacturing, tech, human services), at various levels (e.g., CEO’s, entry level leaders, school principals)…really, any group.

Participants in my leadership development programs often ask if there’s a way to stay in touch after our workshops. That’s a great door opener for a membership program.  Perhaps you already have a course – adding a membership program would be easy. You could even sell your course bundled with a one-year subscription to the membership program as a package.

Just listen to your customers. Survey them to find out what they need and how they’d like to connect with you and other members. Launch your membership and grow from there.

Whether it’s a free Facebook group or a paid community in Kajabi, a membership program can easily work in the B2B space. Why don't you give it a try?!?!?