Today’s episode is the second half of an in-depth Licensing Q&A prompted by BFF Al Dea, host of the MBA Insider podcast. If you haven’t already, listen first to 140: How to Licensing Your IP (Intellectual Property), followed by 186: Licensing 201 — Q&A (Part One) on Product Development, Attracting Clients, and Sales Process.
Al submitted a series of wonderful questions that span five categories; in this episode I’ll be addressing the latter three: selling and packaging, delivery (including Train-the-Trainer), and legal considerations. A caveat, as always, when it comes to this notoriously opaque arena: this is not the way, it’s just what I’ve learned along the way in nearly a decade of setting my mind to licensing as a revenue stream.
In this special BFF bonus workshop, my longtime friendtor Pamela Slim—who taught me the early ins-and-outs of licensing—will walk us through: how to know if/when adding a certification or corporate licensing program to your business makes sense, the first steps involved in creating them, ways you can work with her team on build-out, and anything you can think to ask during Q&A! You can also hear Jenny on Pam's Widest Net podcast in episode 005: From Friction to Flow and Finding Joy in Systems.
📝 Permission
Start tiny. Plant a few little conversational seeds here and there with current and prospective training clients, and see what starts to blossom.
✅ Do (or Delegate) This Next
Create a page on your website that shows the path from one-off workshops or keynotes to full-on licensing and Train-the-Trainer, even if you haven’t fully built out your programs yet. And join us in BFF to learn (and develop your materials) alongside fellow Heart-Based Business owners who are also on the certification and licensing journey!
📘Books Mentioned
Built to Sell: Creating a Business that Can Thrive Without You by John Warrillow
Inked: The Ultimate Guide to Powerful Closing and Sales Negotiation Tactics by Jeb Blount
Value-Based Fees, Million Dollar Consulting Proposals and Million Dollar Consulting by Alan Weiss
The New and Complete Business of Licensing by Craig Battersby
One Simple Idea for Startups and Entrepreneurs by Stephen Key
🔗 Resources Mentioned
Article: NYT—‘Air’ and the Argument for Letting the Talent Share in the Profits
Movie: Air (Trailer)
Attorney: Francine Love at Love Law Firm
📓 Examples of Certification and Licensing Programs
Pivot Programs: Rollout Options, Pivot Workbook, Companies (Overview), Pivot in the Classroom, and Pivot Programs Overview (Made in Canva)
Jenny’s LinkedIn Learning Courses: Figuring Out Your Next Move, Holding 1:1 Career Conversations With Your Team, Managing Introverts, Coaching New Hires, Coaching New Managers
Assessment Certifications: Sparketype, MBTI, Kolby, #lovework, True Colors, Gallup Strengths
The Energy Project: Licensing tracks—LeaderFuel and PeopleFuel
Others Mentioned: Box of Crayons and MBS.works, Getting Things Done Practitioner Certification, Duct Tape Marketing Certification, Profit First Professionals Certification
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