Corporate training managers, independent training vendors and account managers all share some common goals. First, to develop a quality training product and second to successfully market those products.

This six hour course has been authored to help the training manager hone the skills necessary to accomplish the marketing aspect. Within three modules, we will explore many key processes ranging from creating product credibility, through following up with a business plan.

Upon completion of this seminar, the attendee will be able to effectively:

• Recognize new prospects and develop potential markets for your training program
• Organize your training product to match a customers needs
• Create an image of credibility for your organization
• Develop a sound marketing plan
• Establish an ongoing relationship with customers
• Focus on continual promotion
• Staying on top of technological developments
• Anticipating (and preparing) for the next training demand

The key to marketing success is a well thought-out marketing plan. While this may appear academic, determining the components for such a plan may not be. This module will address this issue, including:

• Marketing "defined"
  • "Good" marketing vs. "Bad" marketing
  • How technical training is different
  • What should be included in the marketing plan
• What happens if marketing doesn't happen?
  • Under planning, Over planning and Procrastination
  • Funding and resource commitment
  • Time constraints
• Building your professional relationship
• Developing a marketing tactics timeline
• Determining who your customer really is
• Choosing the correct method of communication
• Branding, labeling and "headlines"
• Image awareness and its long-term value

After a marketing plan has been completed (and well documented), the next step involves product promotion. Here again, there are processes to be followed and items to uncover, and many are not so obvious. Many promotional efforts fail simply due to missing key promotional opportunities. We will explore "real world" successes and failures to determine what applies to your specific situation. We will cover:

• Focusing on features and benefits
• Writing the Benefit Statement
• Product promotion vs. personal selling
• Meetings as a marketing opportunity
• Using technology to promote technical training
• Effectively using traditional media, flyers, newsletters and brochures
• Compiling testimonials and endorsements
• Customer Service
  • Give them the information they really want
  • Be "easy to do business with"
  • Delivering literature to customers over their preferred medium
  • Top-notch customer service as a promotional asset
  • The value of good-will

Your customers and clients are relying upon you to demystify the technology they are required to understand. In fact, their success with technology may be directly attributable to your success as a training resource.

Today, you'll need more than a history of satisfactory course evaluations if you want the customer-supplier relationship to continue. Module 3 will reveal how relationship management can propel your training effort more than any other marketing tactic.

Finally, we will close the session by summarizing all of the key concepts and principles of Marketing Technical Training.

• Obtaining management "buy-in" to technical training
• Performance management as a follow-up to course delivery
• Managing a customers objections
• Recognizing the positive factors affecting relationships
• What to include in the topic (and what to leave out)
• Time to stop selling...and continue marketing!
• Determining upcoming requirements: How needs analysis can be your best service

This seminar has been developed for managers of technical training who wish to promote their training product within their organizations or externally to other organizations. No prior marketing expertise is expected of the attendees.