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: 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! You can find anyone! Hr Manager Asda 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 Where do you meet training providers you end up using? How receptive are you to cold calls? How receptive are you to direct mail or emails? If you have a training need, where do you go for help?

Q) Where do you meet training providers you end up using? Industry Events Conferences Training Seminars *Recommendations from my network/colleagues*

Q) How receptive are you to cold callers? 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