Designing A Free-to-Fee Offer Strategy for Education Services

Posted by Maria Manning-Chapman on 11/7/17 5:00 AM

Getting your foot in the door of a prospective education services (ES) customer is often as simple as offering a free sample of the value you can bring to their organization. But, free offers shouldn’t just be given away without a strategy. While a free strategy is most commonly employed with new customers, free offers can be sprinkled throughout the customer lifecycle. In this post, I’m going to share some best practices to keep in mind when developing your free-to-fee strategy. 

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Topics: education services, training, expand selling, free offers

How Free Offers Lead to Paid Opportunities

Posted by Maria Manning-Chapman on 10/9/15 6:30 AM

Historically, education services professionals have shied away from incorporating free offers into their business strategy, which is likely due to common misconceptions about what “free” actually means. There’s a big difference between something that is free by design and something that is free by discount, but both offers can benefit your business when applied correctly. In this post, I’ll explain how free offers can fit into your pricing strategy and open up new opportunities to grow your customer base.

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Topics: pricing, education services, services pricing, LaaS (learning-as-a-service), LAER, free offers

How to Connect Your Service Offers to Business Value: Part 3

Posted by Julia Stegman on 9/24/15 6:30 AM

In this three-part blog series, we’ve gone over the capabilities you’ll need to develop before providing customer outcomes, as well as ways to determine how your customers measure success. To continue with the theme of answering the question “What’s most important to your customers?” the final installment in this blog series will cover how your organization can offer, and monetize, adoption services to ensure your customers are not only reaching their desired outcomes, but are doing so in the most effective way possible using your technology and your services.

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Topics: adoption services, service revenue generation, customer adoption, free offers, Connecting Service Offers to Business Value

Building a Strategy for the Future of Education Services

Posted by Maria Manning-Chapman on 8/11/15 6:30 AM

With the industry rapidly evolving and changing, the education services organization of the future is likely to look different than the current model. But what will the education services organization of the future look like, and what is the best strategy for transitioning from current to future state? To help answer these questions, I’m providing a snapshot of my 2015 Education Services Strategy Block. It is divided into four critical categories that provide a framework for helping you and your organization make this transition.
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Topics: education services, LaaS (learning-as-a-service), content development, free offers

3 Ways to Move from Free to Fee: Education Services

Posted by Maria Manning-Chapman on 3/31/15 9:07 AM

There is a lot of discussion in education services organizations over what content should be free, and what should be fee-based. I refer to this as the “free to fee continuum." While it’s becoming more common to offer free content, the age-old fear has been that if content is available for free, it will negatively impact the fee-based business. Fortunately for education services, there is a concept that can help counter this fear called “land and expand.”

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Topics: education services, LAER, free offers


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