Co-producing a digital course brings together different skill sets to build and scale a profitable product. Usually, one partner brings the expertise and teaches the content, while the other handles marketing, strategy, and technical implementation. But once your course reaches a certain level, especially in high-ticket or B2B models, you may realize that you need a dedicated sales team to reach the next stage of growth.
Whether you’re selling through discovery calls, inbound lead qualification, or closing warm leads from webinars, a sales team can be the key to scaling without burning out. In this article, you’ll learn how to create a sales team for your co-produced course—from choosing the right model to onboarding and managing closers who get results.
Why Consider a Sales Team for Your Course?
While automated funnels and evergreen offers can drive consistent revenue, live sales support often becomes necessary as your product evolves.
Common reasons to build a sales team:
- You’re selling high-ticket offers ($997+)
- Your sales process includes discovery or strategy calls
- You can’t handle call volume alone
- You want to scale outreach and follow-up
- You’re moving into corporate sales or licensing
- You want a team to close leads from challenges or webinars
A good sales team doesn’t just increase revenue—it improves the customer experience by giving leads personalized attention and answers.
Step 1: Define Your Sales Model
Not all sales teams are built the same. You need to choose the right structure for your product, audience, and sales style.
Most common models:
1. Inbound Closer Model
You generate leads through paid or organic funnels. Leads apply or book a call. The sales rep (closer) takes the call and closes the deal.
Best for:
- High-ticket programs
- Courses with coaching or cohort models
- Offers that require custom explanation
2. Lead Qualifier + Closer Team
A setter or lead qualifier handles DMs, emails, or pre-call questions. Then, the closer takes the sales call and finalizes the sale.
Best for:
- High lead volume
- Multi-step funnels
- Audience nurturing campaigns
3. Affiliate Sales or Commission-Only Ambassadors
You train select partners or influencers to pitch your course to their audience in exchange for a commission.
Best for:
- Medium-ticket evergreen offers
- Authority-driven niches
- Expanding reach without upfront costs
Choose the model that best fits your current size and growth goals.
Step 2: Determine Roles and Responsibilities
Next, define who will do what. In a co-production, this is especially important to avoid overlap or confusion.
Key questions:
- Who will manage and train the sales team?
- Who sets the commission structure and bonuses?
- Who tracks calls, closes, and sales data?
- Who builds the CRM or follow-up system?
- Who handles objections and feedback loops?
Typically, the co-producer leads the sales team while the expert stays focused on delivery. But this can vary—just be sure it’s clearly agreed.
Step 3: Choose a Commission and Payment Structure
Sales reps are usually paid based on performance. This aligns incentives and makes it easier to scale.
Common commission rates:
- 10–15% for mid-ticket ($500–$1,500)
- 15–25% for high-ticket ($2,000–$10,000)
- Flat fee + bonus for salaried roles or internal team members
Example:
Your course is $2,000. You offer 15% commission per sale. The closer earns $300 per student.
Also define:
- When commission is paid (immediately, after refund period, monthly)
- Whether bonuses are offered (e.g., after 10 sales)
- What happens if a student cancels or refunds
Use clear terms to protect both sides.
Step 4: Hire or Source Your Sales Team
Now you’re ready to find the right people. Your closers represent your brand—choose wisely.
Where to find sales reps:
- Facebook groups (e.g., Remote Closing Academy, SalesPros)
- Upwork or Fiverr (for short-term projects)
- Referrals from others in your niche
- Sales placement agencies
Qualities to look for:
- Experience in course or coaching sales
- Ability to follow scripts while adapting to each lead
- Empathy, listening skills, and objection handling
- Confidence without pressure tactics
- Strong follow-up discipline
Set up a hiring process with:
- Application form
- Video introduction or mock sales call
- Paid test period or probation
The goal is not just to fill the seat—but to find someone who fits your course, audience, and co-production brand.
Step 5: Create Sales Scripts and Objection Handlers
Even the best salespeople need support. Equip your team with scripts, resources, and frameworks.
Include:
- Opening questions and rapport builders
- Discovery and pain-point questions
- Course overview and transformation statement
- Investment and guarantee explanation
- Common objections + pre-written responses
- Soft closes and trial closes
- Call follow-up sequences
Also give access to:
- Past recorded calls (if available)
- FAQs and program details
- Pricing breakdowns and payment plans
Make it easy for the closer to represent the course accurately and confidently.
Step 6: Set Up a CRM and Lead Management Process
Sales without tracking = chaos. A Customer Relationship Management (CRM) system helps your team manage follow-ups, track conversions, and stay organized.
Popular CRM tools:
- GoHighLevel
- HubSpot (free or paid)
- Close.com
- Pipedrive
- Airtable (for custom pipelines)
What to track:
- Lead source (ads, webinar, DM, etc.)
- Lead status (booked, no-show, follow-up, won, lost)
- Sales rep notes and tags
- Call history
- Conversion rate by rep or campaign
Integrate your CRM with your funnel platform and email system for seamless automation.
Step 7: Train and Onboard Effectively
The success of your sales team depends on how well you train and support them.
Onboarding checklist:
- Live product walkthrough
- Script review and roleplay
- CRM and tech setup
- FAQ and objection drills
- Mock sales calls with feedback
- Access to support if stuck
Consider recording a mini onboarding course inside your LMS or project management tool to make this scalable as you grow.
Step 8: Monitor Performance and Give Feedback
Sales teams need feedback just like any part of your business.
Track:
- Number of calls booked
- Show-up rate
- Close rate per rep
- Revenue generated per week/month
- Objection patterns
- Average order value (especially if upsells are involved)
Schedule regular check-ins:
- Weekly 1:1s or team reviews
- Call reviews and debriefs
- Real-time Slack support or coaching
Celebrate wins, coach gaps, and keep morale high.
If a rep isn’t converting after a fair trial, be prepared to part ways professionally.
Step 9: Align Sales With Your Co-Production Vision
Sales teams should reflect the tone, values, and promises of your course.
Make sure:
- They understand the student journey post-sale
- They don’t use pressure or manipulation
- They only promise what the course delivers
- They respect the brand voice of both co-producers
You can even bring the expert on live Q&A or onboarding calls to help build excitement and bridge the handoff from sales to experience.
Step 10: Scale With Systems and Refinement
Once your sales team is converting well, it’s time to scale with confidence.
Ideas:
- Add a second closer to handle more leads
- Add a setter to book calls from webinars or DM outreach
- Create team bonuses or leaderboards
- Launch more frequent webinars or paid traffic campaigns
- Test upsells or bundles for higher average sale value
Always measure profitability and ROI. Keep your funnel clean, your leads warm, and your team sharp.
Final Thoughts: Sales Is a Growth Lever—Not a Gamble
Creating a sales team for your co-produced course is a strategic move that requires clarity, systems, and strong communication. Done right, it unlocks scale without sacrifice.
Remember:
- Hire slowly, fire kindly
- Support your team with great tools and messaging
- Align sales with your brand and student promise
- Treat your sales reps as part of the mission, not just commission
Because when you build a team that truly believes in your course—and has the tools to sell it with confidence—everyone wins: the students, the team, and the co-production itself.