How to Get Corporate Clients

In this episode of CPR to CEO, Dave Kotz shares the roadmap to landing your first corporate client—and why it could be a game-changer for your training business. From dental offices to gyms to regional restaurant chains, there are countless industries that need CPR training. The trick is knowing how to approach them, how to speak their language, and how to make yourself indispensable.

Whether you’re just starting out or want to diversify your client base, this episode breaks it all down into clear, practical steps you can start taking today.

You’ll Learn:

• Who Counts as a Corporate Client
• How to Pick an Industry That Fits You
• What Sets Corporate Training Apart
• Communication and Follow-Up Best Practices
• Pricing and Scheduling Considerations
• How to Build Long-Term Corporate Partnerships

Quick Story:
Dave highlights real-world examples of how understanding a company’s “pain points”—like dentist offices with limited scheduling flexibility—can help you design offerings they can’t say no to. He also shares how consistent follow-up has kept some clients loyal for over 20 years.

Action Challenge:
Reach out to three local businesses this week that you know and have insight into. Whether it’s a gym, a physical therapy clinic, or a school office—pitch your services, focus on how you can solve their problems, and see where the conversation goes.

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Thanks for tuning in to CPR to CEO—where boots-on-the-ground experience meets boardroom strategy. Whether you're saving lives or building empires, we’re here to help you breathe life into your leadership journey. If today’s episode sparked something in you, share it, review it, and keep the momentum going.

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🛑 Disclaimer: The insights, strategies, and stories shared on CPR to CEO are for educational and informational purposes only. We don’t guarantee wealth, business success, or life transformation by applying anything from this podcast. Your results depend on your work ethic, decisions, and unique circumstances.

Stay safe. Stay sharp. See you next time.

—Dave Jacobs Kotz

Transcript

0:00

Hey everyone. It's Dave Kotz from CPR to CEO. I'm here with our next episode, which is all about getting your first corporate client. This is a big day for some of you guys. Getting a corporate client can be very, very exciting. I. So couple things to know. Number one, there are a wide variety of corporate clients that you can get. It could be anywhere from a a chain of restaurants, a local pharmacy, a doctor's office, maybe multiple doctor's offices, tons of different corporations that you can target. My suggestion is when you're looking for a corporate client, go to an industry where you have specific knowledge and experience. If you're a pharmacist and you go to athletic trainers, that's not your jam. But if you're an athletic trainer and you go to your local college, maybe that could be a corporate client. That might be a good solution. So again, when you're looking for a corporate client, utilize your knowledge and experience. Let's just say you're just starting out and you say, Dave, I don't have any experience. I don't know anybody. No problem. What do you enjoy? What do you have knowledge about and how can you help these people? We could pick an example of let's go with athletic trainers. If you're a great athlete and you want to target people who are in athletic training or perhaps physical therapy, great target market, you can say, Hey I'm gonna take my experience as an athlete and I understand how these folks work. I understand what the needs are that they're gonna have. I understand perhaps what their pain is, and I know how to help them, and that's a great way to introduce yourself to a corporate client. So corporate clients do have a couple different needs versus individual customers. One of the things we do for corporate clients is once we're done with our training. We send whoever that corporate contact is. It could be the secretary, it could be the HR director, whatever the case may be. But we send them a list of everybody's certifications. So there's one file with all the certifications in there that makes that corporate customer's job much easier. So it's a small thing to do. It's one email, but again, that's the way you differentiate yourself from the other people in this industry. There may be some other specific needs. For example, if you're looking at dentist offices, one way to target dentist offices is to look at their lunch hour. If you do a blended learning Basic Life Support class, the in-person session time can be somewhere around an hour. That's a great lunchtime activity for a dentist office. Which again, understand your target market. Understand what their pain point is. Dentist office have very little time, so scheduling in around a lunch hour might be terrific for a dentist office. Following up with corporate clients is also terribly important. Being able to respond to their emails and voicemails is great. I know that's not something that we've always done well. We have gotten a little overwhelmingly busy, which is a good problem to have, and we're trying to resolve that by hiring some extra people. Bear with us. But when you're first getting started, it's critically important that you're returning emails and phone calls in a timely manner that helps you establish yourself, and that gives you a good reputation. Now, next thing you may want to consider, particularly with these corporate customers, is keeping them on a ticker. By a ticker, you know that this CPR certification is gonna last two years. If you don't speak to these folks every 18 to 20 months, they're gonna forget about you. Remind them, Hey, your CPR certificates expire in June, we should get a class on the schedule for you. Try and be at least two or three months ahead of time to allow them enough time to schedule a class. Listen, that is the best repeat business once you get 'em for one cycle, two cycles, three cycles. We have some customers that we have literally been teaching for the last two decades or more. Way to go. So this isn't complicated. Corporate is almost the same as individuals with a couple differences. Bigger classes. You're gonna get the need to make sure you're a little more responsive to inquiries. You may have to build them in advance. You may have some difficulty with getting paid, but you generally get paid very well. Make sure when you price these classes, you're not underpricing the market. You're gonna need to travel to their location, bring equipment with you, and that all has costs. Little different than having people come to your location, your classroom, and take a class at your spot. So just remember pricing's a little different. Scheduling is a little different. You're gonna have to schedule on their time and know your industry. Again, we talked about dentists having a lunch period and that working very well. It might work the same way with a doctor's office. Surgery center might be a little different. You may need to catch them either early in the morning or late afternoon. Whatever industry you target, your knowledge and expertise will go a long way in helping you identify what their trends are and what their pain points are. And of course, how can you solve them? Hold yourself out as the expert, that will help. And again, not only are you expert in CPR, you're what you're gonna train them in, but you understand their industry because of your knowledge and experience. So here's my challenge for you. I want you to contact three local businesses this week. They can be any businesses you want. But again, they should be local, you should know them, and you should have knowledge and experience in their industry. Contact these customers and see if you can handle their CPR training. Good luck. I hope you get at least one. Stay tuned to CPR to CEO for future episodes. We talk about exciting ways to grow your CPR training business. I look forward to seeing you in the classroom. Thanks so much.