How to Effectively Market and Manage a Corporate Training Firm was written to teach entrepreneur trainers the requisite skills for running successful corporate training firms.
At a recent party, I had a discussion with a gentleman whose wife owns a corporate training firm. He informed me that his wife was to arrive late because she was busy working. I remarked to him that if the owner of a training firm is working late, it means the firm is in trouble. “No”, he responded - working hard is a good sign because it means she is making money.
That’s factory worker mentality I said. It is the factory worker who equates hard work with more money. When you own a corporate training firm, making money means your firm should be able to function without you. Can you imagine Richard Branson piloting his virgin airlines or driving his trains?
What most entrepreneur trainers fail to realise is success in the business of training is not dependent on mastery of training. Rather, it is dependent on the ability of entrepreneur trainers to market their corporate training firms.
All successful corporate training firms have one thing in common: plenty of clients. The most valuable asset of a corporate training firm is not the office building, the cars, office equipment not even its brilliant trainers. The most valuable asset of a corporate training firm is its clients.
Without clients, there is no firm…
Even though client attraction is the most essential element of running a successful training firm, it is the single skill missing in the majority of corporate training firms.
How to Effectively Market and Manage a Corporate Training Firm provide corporate trainers the necessary skills to attract truckload of new clients and retain existing ones.
There are three core components of corporate training firm marketing:
The Message
The Market
The Media
When the subject of marketing is discussed in training circles, the entire discussion is centred around the media: placing ad in the newspaper, yellow pages or on the radio.
However, effective corporate training firm marketing must start with the message. The message is the offer and the USP of the firm.
The next element of corporate training firm marketing is the target market. At this stage the question that needs to be answered is: who is the target market?
It is only after there is a message to marketing match that the third element which is the media needs to be given consideration.
There are several media through which a corporate training firm marketing message can be channelled. Utilising multiple media is the best way of transmitting a corporate training firm marketing message.
In How to Effectively Market and Manage a corporate training firm, you will learn:
• The five corporate training business success fundamentals
• The marketing strategies used by the most successful corporate training firms
• Strategies for creating new markets for a corporate training firm
• Strategies for attracting “A talents” staff
• Strategies for creating good system for a corporate training firm
• Strategies for creating good training firm business model
• Ways of developing metrics for measuring: productivity, staff performance, marketing ROI and financial results
• The process for identifying the bottleneck preventing a training firm’s growth
• Strategies for developing adaptive capacity to cope with the changing training business environment
How to Effectively Market and Manage a Corporate Training Firm provides entrepreneur trainers the type of thinking process required to succeed in the business of training.
