Marketing Training: Intact Work Groups Versus Offering Open Courses By Robert Bacal
A training business can offer open training sessions, where anyone can register, or it can work with a specific company and train staff within that company (intact work group training). Or both, of course.
Intact Work Group Training Much Easier To Market
If you are starting a training business, you'll find that if you want to offer training to individuals who want to sign up, you'll have to be marketing continuously, and in fact spending more time marketing than you will actually training.
That's because you have to continually schedule courses, the convince people one by one, to attend and pay their fees. If you are famous, it's a lot easier to do this because you can trade on your brand and reputation, but for most trainers that's not possible.
When you focus on meeting a company's needs, rather than the needs of individuals, in terms of marketing it's a completely different landscape. With open courses you have to convince many more people to attend, but with intact work groups, you only have to convince ONE (or only a few) decision makers in a company to purchase your services.
It's also a lot easier to make more money in one fell swoop, since a contract to deliver let's say, ten seminars during a year for one client is going to provide some guaranteed significant income.
There's also a shift to how many people and who you need to market to. The fewer people you need to contact and convince to hire you, the more efficient you become. So, you market to people in the HR and training and development "space" for each company you approach, and that allows you to focus, and spend less time on marketing. If you convince ONE company, via contact with ONE person, that might mean offering training to hundreds of people, none of which you have to "sell" to in advance.
Tags: #training #training business #business strategy #marketing training #selling training #intact work groups