April Beach explains why coaches shouldn't license training programs to direct competitors. She covers three critical rules: avoid licensing to people selling the same thing, set strict brand representation standards for licensees, and control pricing and resale to protect your program's value and the transformation you guarantee.
Don't license something that you're going to turn around and compete with because that's not ethical. If you are thinking about licensing your trainings to other coaches, one of the fastest, what I call licensing quick sells, is that. It's identifying the right coaches, the right industry, you know, what the rules are that we're looking for around that release. And so I want to share these 3 considerations because these are questions I get all the time when I teach, when I speak about this. Number 1 is, do you want to keep selling it yourself? If you're going to keep selling it yourself, then what type of consultants that are parallel to you or directly in competition with you, that's going to be affected by your current plans for marketing and selling that content. Be fair to yourself in, in how you want to do this. It's your IP. But also be fair to the people you're going to be licensing it to. Don't license something that you're going to turn around and compete with because that's not ethical. Or you can look into other industries that still serve the same clients. That actually don't compete directly with you, but they'd benefit by having your program. And then the second one is the marketing rules. How do you want them to communicate your content? What do you want them to say about it? That is going to affect your overall thought leadership, your overall brand recognition in that space moving forward. And you are entitled to be protective of that. And that's okay. And then the third one is the pricing. How are, are those rules going to be set up around how this licensee can price your content? If it's what I call like a storefront, if they're selling it by itself, just complete direct resale, or if it's part of another program, what are your rules for that? And how does that work? And what really makes you feel confident and comfortable as far as the representation of the value of your content? Really think about the value of that content for the licensee and of course the end user, and think about that recommended pricing structure in order to align with the value of your content and the guaranteed transformation that your content delivers.
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