Community Beats Courses for Sales Success
TL;DR:
- Online course completion rates hover between 5-15%, but community-integrated courses hit 36%
- Modern buyers want accountability, peer support, and practical application over solo learning
- You don't need a massive following to build a profitable sales community
- Focus on engagement and real-world challenges rather than just content delivery
The days of selling standalone courses are numbered. Course completion rates are abysmal, and buyers are getting wise to it. The solution isn't better courses – it's building communities around your expertise.
Why Communities Outperform Courses
Traditional courses fail because they dump information without support. People buy with good intentions, then life gets in the way. No accountability, no peers to learn with, no immediate help when they get stuck.
Communities solve these problems:
Accountability through peers: When others see your progress, you're more likely to show up and do the work.
Real-time support: Stuck on something? Ask the group. Get unstuck in hours, not days.
Practical application: Instead of theoretical lessons, members tackle real challenges with guidance and feedback.
The numbers don't lie. Standalone courses see completion rates of 5-15%. Add community elements and that jumps to 36%. Triple the engagement means triple the results for your members.
Building Your Sales Community
Know Your People
Before you build anything, understand who you're serving. What specific problems do they face? How do they prefer to learn? What outcomes do they actually want?
Skip the broad "entrepreneurs" or "small business owners" labels. Get specific. "Marketing managers at SaaS companies struggling with lead quality" gives you something to work with.
Set Clear Expectations
People join communities for specific benefits. Spell out what members get:
- Weekly group coaching calls
- Template library with monthly additions
- Peer feedback on campaigns
- Direct access to you for questions
Vague promises like "networking opportunities" don't cut it. Be specific about the value.
Pick Your Platform
Your platform choice matters. Facebook Groups are free but limited. Dedicated community platforms like Circle or Mighty Networks offer better features but cost more.
Consider what your community needs:
- File sharing for templates and resources
- Event scheduling for live sessions
- Member directories for networking
- Integration with your existing tools
Drive Engagement
Communities die without consistent activity. Plan your engagement strategy before you launch:
Weekly challenges: Give members specific tasks to complete and share
Live sessions: Regular Q&A calls or workshops keep people coming back
Discussion starters: Post questions that get people talking about their experiences
Member spotlights: Celebrate wins and progress to motivate others
The key is consistency. Better to have one quality touchpoint per week than sporadic bursts of activity.
Making It Work
Start small. A engaged community of 25 people beats a ghost town of 250. Focus on serving your first members well before scaling up.
Give members quick wins early. If someone joins your sales community, help them close a deal in their first month. Success stories attract new members and keep existing ones engaged.
Don't abandon your expertise. You're still the guide, but now you're guiding a group instead of talking to the void. Share your knowledge through the lens of what the community needs right now.
TL;DR:
Community-first selling works because it addresses what courses miss – human connection, accountability, and practical support. Start with a clear niche, pick the right platform, and focus on consistent engagement over flashy content.
FAQs
How do I transition from selling courses to building community?
Start by adding community elements to your existing offerings. Create a private group for current students, then expand from there based on what works.
What platform should I use for my community?
Facebook Groups work for basic needs and tight budgets. Dedicated platforms like Circle or Mighty Networks offer better features and professional appearance if budget allows.
How many members do I need to make it worthwhile?
Start with 20-30 engaged members. A small, active community generates more value than hundreds of lurkers.
Can I still sell courses alongside my community?
Yes, but make the community the main attraction. Courses become resources within the community rather than standalone products.
Jargon Buster
Completion Rate: The percentage of people who actually finish what they started, whether that's a course, challenge, or program.
Community Building: Creating and nurturing a group of people around shared interests, goals, or challenges.
Accountability: The practice of being answerable to others for your progress and commitments.
Wrap-up
The shift from course selling to community building isn't just a trend – it's a response to what actually works for learning and behaviour change. Communities provide the missing pieces that make courses fail: accountability, peer support, and practical application.
You don't need thousands of followers to start. You need a clear understanding of who you serve and consistent effort to engage them. Focus on results for your members, and the sales will follow.
Ready to build your own community? Join our membership for step-by-step guidance and proven frameworks.