Marketing And Selling Training Programs and Delivery

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.

For more advice and information about starting and running a training business, click here.

Tags: #training #training business #business strategy #marketing training #selling training

About Company

Bacal & Associates is a small training, consulting and publishing company specializing in customer service, communication, performance management, and other management challenges.

Privacy Policy

Our Related Sites

It Takes A Village To Teach A Child
For teachers, educational administrators and parents.

All About The Workplace
Our main site with over 400 articles on life in the workplace.

Improving Customer Service
Dedicated to improving customer service, and customer service strategies for business

Small Business Resource Center
For all things related to small business owners and those considering starting a small business


We believe in a lean, information packed user experience. We limit the use of graphics and stress quality content. We also believe in a NO HYPE environment. Our product and service descriptions are free of overblown claims, and selling.

Get in Touch

  • Phone:
    (613) 764-0241
  • Email:
  • Address:
    722 St. Isidore Rd.
    Casselman, Ontario, Canada
  • K0A 1M0