How to Create a
Successful and Profitable
Training Business
WEEK 5
Recap

Week 1: The Secrets of Success

Week 2: How To Love Selling and Marketing

Week 3: Group Coaching / Q&A

Week 4: How to Work Out What to Charge
How To Get Corporate
Clients

How on earth do I get my foot in the
door?

I want to break away from associate
work but I never seem to get very far.

I’ve tried networking but the people I
want to meet aren’t there?
BIG
PROBLEM
STRATEGIES
ACTION
RESULTS

Why you should and can get corporate clients

How to save time, money, and energy by making sure you are meeting
the right people for your business.

4 key strategies that will help you to meet training decision makers without
resorting to cold-calling!

Results of my survey of Training Managers and Buyers of Training:
what strategies get their attention and how do they source training
providers?
Why You Should Get Corporate Clients

You can charge higher fees- fewer delivery days to reach your financial
target.

You are in control

Opportunity to build a good relationship -> REPEAT BUSINESS

More satisfying
Barriers

Big companies won’t use ‘one man bands’

You need to use aggressive marketing techniques

You can’t compete against the ‘big boys’

It’s difficult to meet decision makers

It takes too much time

People take too long to make a decision

I’m not good enough …

I don’t know where to start…
What Do Buyers Of Training Look For?

The BEST trainer for the job

Specialists not generalists!

Credibility is the key

Best fit for their people/organisation

Good value, not necessarily the cheapest

Professionalism

Dependability – low hassle factor

Know, Like, and Trust
LOW RISK

How do you measure up?

How can you demonstrate those
things to your potential clients?
Strategy 1
Network at the Right Events

Conferences | www.symposium-events.co.uk

Industry Events

HR + Training Summits | www.forumevents.co.uk

Industry Exhibits

Training Courses/ Industry Updates

Professional Institute Events

CIPD

Non Business Events

Meet Ups / Interesting Talks
Expensive?

Think SMARTER networking

Change your mindset
Your Networking Plan

Set a time period: ideally 6- 12 months

Research events

Set a budget

Book and pay NOW! -> Schedule

Evaluate
Strategy 2
REFERRALS / INTRODUCTIONS

High possibility of success

But ONLY if you have a strategy
Referrals / Strategy

Who do you know? Make a list

Who could become an ideal referral?

Who has worked for a particular company or industry you want to get
into?

Who is working in a particular company already?

Who speaks to your potential clients on a regular basis?

How well do they know what you do?

How motivated would they be to refer you?

What can you do to make that happen?
5 Champions

www.lopata.co.uk

5 Champions:
1.
___________________________
2.
___________________________
3.
___________________________
4.
___________________________
5.
___________________________
Andy Lopata
Asking For Introductions

Who do you know? Make a list.

Where do they work?

Who do they know?
ASK FOR INTRODUCTIONS
Hold On!

I don’t like to bother them…

I don’t like to mix business with
friends/family…

I don’t want to be seen as desperate
or unsuccessful…

They might say no…
JUST DO
IT!
Strategy 3
Using Linked In
Example

Fantastically powerful tool!

Hr Manager Asda

You can find anyone!

Advanced Search

Get name

See how you’re connected

Have a conversation

Ask for intro if appropriate
Linked In: Build Your Network
Add:

People you know

People you meet

People from other social media

Email signatures

Websites

Blogs

Apps and Extensions (e.g. sidekick)

People you may know

Accepting Invitations
Linked In: Build Relationships
NOT JUST A NUMBERS GAME!

Respond to Connection Requests like a real person!

Get social

Keep in touch

Use locations to organise meetings

Set up a network
Linked In: Use Groups

Target groups where potential clients will hang out

Use Groups Directory

Look at decision makers’ profile

Participate and show up

Connect outside of the group

Build relationship
Linked In: Get Found and Get Noticed

What would your potential client be looking for?

How easy would it be for them to find you?

Test it out!

See who comes up before you | Model their profiles!

Headlines | Key Words

Contact Information

Numbers of Connections

Showcase your work

Recommendations
Strategy 4: Building Links With Other
Trainers

Use social media | #trainers

Join and participate in Groups

Join Trainer Networks

Trainer Talk
What Do Training Buyers Really Think?
Results Of Survey
1.
Where do you meet training providers you end up using?
2.
How receptive are you to cold calls?
3.
How receptive are you to direct mail or emails?
4.
If you have a training need, where do you go for help?
Q) Where do you meet training
providers you end up using?
A)
•
•
•
•
Industry Events
Conferences
Training Seminars
*Recommendations from my network/colleagues*
Q) How receptive are you to cold
callers?
A)
•
•
•
Pain
Not!
Hate them!
Q) How receptive are you to Direct
Mail/ Emails?

In bin

Very rarely read

More than I used to!

Some are interesting to keep on file

Don’t get emails

Don’t have time to read
Q) Where do you go to source
training?

Linked IN

Post request on a training form

Google
ASK MY NETWORK
Important!

Strategies DO work

No magic wand

Time

Patience

Consistency

Why you should and can get corporate clients

How to save time, money, and energy by making sure you are meeting
the right people for your business.

4 key strategies that will help you to meet training decision makers without
resorting to cold-calling!

Results of my survey of Training Managers and Buyers of Training:
what strategies get their attention and how do they source training
providers?
Any Questions?
Next Week:
GROUP
COACHING/Q&A