subject: Marketing for Training Consultants - Why You Do Not Need a Brochure to Sell Your Services [print this page] Marketing for Training Consultants - Why You Do Not Need a Brochure to Sell Your Services
If you are an independent training consultant who is trying to become more disciplined and systematic about marketing your services, you may be working at creating an elegant brochure that describes you and your training services.
What should go into that brochure about your training consultant business?
Maybe nothing at all!
Remember What You Are Selling
As a training consultant, the main thing you are selling is you. Compared to people who sell widgets, or even software, you provide a highly intangible service. You do not do the client's work directly. Rather you share knowledge, and develop skills and awareness, so that others can contribute toward achieving the client's goals.
The final decision between you and another training resource depends on trust, on the prospect believing that the way you deliver your services will produce good outcomes for their business. They want to know that you understand their issues. They want to know that you communicate about those issues in ways that will influence how people behave.
The crucial issue for your prospect is whether you grasp their needs, their concerns, their goals and strategies, and whether you can address all of those items effectively as you deliver your training. And that's why a very plain document, rich in content about the prospect, will be a much more powerful sales tool than a glossy brochure listing your degrees and the courses you offer.
Remember How Prospects Are Buying
Unlike the tangible widget, your prospect cannot simply match you to a detailed set of specifications that will guarantee you fit the company's needs. That's why your best approach is to give your prospect a "sample" that lets them "test drive" your services.
What if your prospect could read a short article or white paper that highlighted common issues, and effective approaches, within the prospect's own industry? What if they could get a free document from you that answered common questions; provided assessment tools for their issues; shared case studies of how other companies successfully addressed business concerns; or identified a process that will get them started on tackling common problems?
The point is that these "give away" articles, reports, or white papers are all about the prospect's world, not your business. They distinguish you from the competition by demonstrating that you know their industry and have experience with their concerns. They generate appreciation by being truly helpful, at no cost to the prospect.
They also show off your ability to communicate effectively on topics that matter to the prospect. A good, short article or tipsheet can simultaneously convince a prospect that you know what is important to them, and that you will be able to talk about it in ways that will make a difference to their own business success.
It Is All About Them
Giving away samples of your thinking and communication style is a great way to nudge a sales conversation along. You can use free content in many, many ways to keep the conversation going with your prospect, giving them the time, and the content, to develop trust in your abilities.
The most powerful marketing tools are sharply focused on the prospect's world. A brochure is all about you. Effective marketing content, especially for something as intangible as training services, focuses on the buyer, not the seller.
Maybe you will still want to produce that glossy brochure... some day. But do not make that a first step in assembling your marketing package.
Start with convenient samples that show prospects how you talk about their world, that demonstrate how you will help their employees see and address the key issues the client company is wrestling with, and you will stand out as the best option to provide the prospect's training needs.
Will Kenny helps independent training consultants develop content, skills, and strategies for marketing their products and services. With decades of experience as a successful training consultant, he knows the
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