1. How to Create a Successful and Profitable Training Business
WEEK 4

2. Recap Week 1: The Secrets of Success
Week 2: How To Love Selling and Marketing
Week 3: Group Coaching / Q&A

3. Week 4
How To Work Out What To Charge

4. Typical issues and concerns about fees
Why you should charge what you are worth
How to work out what to charge so that you have a sustainable business
Learning how to charge more

5. Typical Issues and Concerns About Fees
Fear of rejection and not getting the work
Getting the work but not getting your price right
Impact on your self-confidence, comfort level, and sense of self-worth.
Lack of clarity.

6. Trainer Talk .. What Do I Do About…?
Design Days
Meetings
Revisions
Travel Time and Expenses
What is a typical day? (Hours)
Cancellations
“Pick my brains”
Design time
Half days
Low value associate work

7. Why You Should Charge What You Are Worth
You have a limited number of fee earning days.
You won’t meet the cost of running your business
You don’t get holiday, sick pay, or other benefits
You won’t have a successful business
You’ll find it more difficult to get clients
You will become demotivated and low in confidence

8. The Truth Is You need to charge what you are worth
It’s up to clients to decide if your price is right.
It’s up to you to attract the right kind of client
Your job is to do great work and get paid appropriately

9. How To Work Out What To Charge1 2
How to decide on your day rate for direct clients and associate work
How do you decide on a price for a specific piece of work?

10. How To Work Out A Daily Rate
What do you need to earn per year?
How many days do you have available per year?
How many days will you spend on marketing your business?
How many days will your spend on admin?
How many days will you spend on meetings with existing and potential clients?
How many days will you spend on designing and preparing programmes?
How many days will you spend on your own training and professional/business development?

11. Next… 𝐸𝑎𝑟𝑛𝑖𝑛𝑔𝑠 𝑇𝑎𝑟𝑔𝑒𝑡 𝑁𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝐷𝑎𝑦𝑠 =𝐷𝑎𝑖𝑙𝑦 𝑅𝑎𝑡𝑒
Total the figures you wrote down at 3, 4, 5, 6, and 7.
Deduct your new figure from the figure you wrote down at 2 This is your number of fee-earning days!
Divide the figure you wrote down at 1 by your fee-earning days.
𝐸𝑎𝑟𝑛𝑖𝑛𝑔𝑠 𝑇𝑎𝑟𝑔𝑒𝑡 𝑁𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝐷𝑎𝑦𝑠 =𝐷𝑎𝑖𝑙𝑦 𝑅𝑎𝑡𝑒

12. Doing The Exercise… Give you a realistic picture
Helps you to work out your absolute bottom line
Makes you think about an alternative business model

13. Factors Affecting Price
Market Rate / Competitor Rates
Industry Sector
Size and Overall Value of the Work
Potential for Future Work
Your specialism
The client’s problem or pain
Associate contract

14. What is the most important factor that affects the price you charge?

15. What is the most important factor that affects price?
YOU!

16. Some Useful Techniques To Use With Clients
Ask that all important question:
What’s your budget?
Show how you can solve the client’s problem or pain
Focus on value. Spell out specifically what you can provide.
Ask another important question
What would you like me to leave out?

17. Important Charge what you feel the work is worth
Remember your bottom line figure
If you don’t get it…

18. SAY NO

19. Learning How To Charge More
Focus on the value you provide:
Take on an inventory of your skills and experience
Set up a Success folder and review it regularly
Position yourself as an expert and not just another trainer

20. Learning How To Charge More
Clarity and Confidence
Have very clear terms and conditions
Know what your rates are (do the exercise)
Practice stating these rates confidently
Raise your prices annually

21. Learning How To Charge More
Work on your mindset
Detach yourself from the outcome
What’s the worst that can happen?
Identify and work on your limiting beliefs (Beliefs Buster Exercise)
Stop making excuses

22. Typical issues and concerns about fees
Why you should charge what you are worth
How to work out what to charge so that you have a sustainable business
Learning how to charge more

23. Next Week:
How to get corporate clients