Need feedback from AEs, please!!!

Hey War Room, specifically AEs that are new to the AE role or AEs that are struggling to close demos and hit quota, need your advice.

DISCLAIMER: This is not a way for me to smoothly plug in/promote my product.

I launched a sales demo course for AEs a few weeks ago teaching AEs how to close 50+% of their sales demos MoM (I promise this is NOT a shameless plug). I made a few early assumptions + some market research and went through round #2 of market research.

My initial market research:

1. Target audience/user: AEs struggling to increase their demo win rate and hit quota.

2. Based on market research: They'd be willing to pay up $300 to get access to the sales course. They also said they'd pay a yearly recurring.

So I made the course $297/year as a yearly subscription which includes on-demand video content, downloadable scripts, access to a private inner circle ,updated content for life (you get the idea).

I made about 15 or so sales, but have a feeling things need to be iterated. The majority of the sales came from people that I spoke to already during my market research phase. So I'm starting to dig deeper and figure out why it's stalling.

Some new assumptions are:

1. It's hard to get AEs to log into the course and take it at their own pace.
2. It's a yearly subscription and that doesn't work.
3. A digital course (even with downloadables, updated content etc) isn't valuable.
4. Lack of perceived value - only $297
5. Need more testimonials and reviews to show that it works
6. Instead of the ICP being AE, it would be more valuable for AEs that recently graduated from an SDR position ( < 2 years ago) and/or AEs that are simply struggling to hit their demo win rates and quota
7. AEs won't pay for this (even if they see the value), they'd only do it if their company paid for it

So my questions to you are:

1. Do you feel that my new assumptions about the refined ICP are more aligned?
2. What would prevent you (or similar AEs of the refined ICP) from purchasing a digital course that helps you close at least half of your sales demos?
3. Do you find it more valuable/would you rather pay to have a sales demo coaching program that also includes on-demand content, etc instead of a digital course?
4. What do you feel is the #1 challenge/area of improvement when it comes to 1:1 training with your sales manager around improving your sales demos? (e.g. not enough training, lack of clear and concise action items to improve, etc)
5. Is $297/year to a very affordable cost or too expensive?
6. Would you not pay for this, but would use it if your boss subsidized it?
7. What would you pay for a sales demo coaching program that also included access to recorded content?

I know I'm asking a lot of questions and this will require some thoughtful responses so #1 if you are taking the time to read/respond, THANK YOU!!!

I really mean it when I say that your feedback is 100X more important and valuable than a new customer for me.