Is Marketing Training Programs Different From Selling Training? By Robert Bacal
Some people try to "sell" their training programs, but I look at training a bit differently. I see the idea of selling as something one does with an physical product or pre-prepared service - something that isn't changed per client.
I see training as something akin to consulting where every training contract involves customizing to meet the needs of the specific hiring organization. That's because the best training IS customized, if not completely, then certainly to a major degree.
So, you don't "sell" training programs in the sense that one sells bars of soap. You work with each client to define what they need, then propose a solution specific to that customer.
Marketing Vs. Selling Not Just Semantics When It Comes To Training
Of course, you still need to market your service to potential customers, but you aren't selling a pre-packaged generic solution, so in a sense there's nothing to sell.
When you focus on solving an individual client's problem, you create a huge competitive advantage for yourself, since many of your competitors in the training space are offering off the shelf, static programs.
So, you market solutions. You market individualization, and you market the entire process from defining the clients needs to delivering a solution that may sometimes be training, but might involve other elements.
Tags: #training #training business #business strategy #marketing training #selling training