Corporate training
Companies look for you when there is a fund to spend, not when there is a problem to solve
Those who provide corporate training, managerial, technical, sales, know the market for inter-professional funds and catalogue courses. It is a crowded market, where what is sold is a classroom hour. The most profitable projects are those built around a problem of the company, and to get there you have to speak with the people who have that problem.
The starting point
The challenges we meet most often
Challenges 1
Training seen as an obligation
Many companies do training because they have to or because there is a fund. The budget is there, the interest is not, and they choose whoever costs least.
Challenges 2
You Only Talk to HR
HR organises, but the problem to solve belongs to the sales or production director. If you do not talk to them, the project stays generic.
Challenges 3
Hard to measure the result
Without a concrete indicator, the client does not know whether the training worked, and the following year they do not renew.
The method in the industry
How we work in this industry
We segment by type of training and by problem: a company that has just hired many salespeople, one handing leadership to the next generation, one with a new plant to start up. These signals show up in job ads, appointments and headcount growth. We write to the head of the function that has the problem and, in parallel, to HR, with a message about the expected result. The part on joint inter-professional funds comes later, as a way to finance the project, not as a sales argument.
Who we talk to
HR Director or Head of Training
They manage the training plan and the funds. They look for partners who simplify the bureaucracy and bring content that employees appreciate.
Sales Director
For sales training they want results across the network: more meetings, better closings, new salespeople operational sooner.
Production or Operations Director
For technical and safety training they look at errors, accidents and staff onboarding times.
Entrepreneur
In SMEs they decide on management paths and generational handover. They want people who grow, not certificates.
The objection we hear most often
«Companies buy training only if it is funded, and there the lowest price wins.»
For catalogue courses that is true. For projects built around a concrete problem, price weighs less, because the client knows what they are buying. We go looking for those clients, and the fund becomes help with paying for the project, not the reason to do it.
Recommended services
The channels we use here
LinkedIn Lead Generation
Sequences of targeted requests and personalised, professional messages, from your company’s LinkedIn profiles. This builds your pool of potential clients, which we nurture over time to create connections with decision makers.
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Multichannel Outbound
Three channels coordinated on the same person. A name already seen on LinkedIn makes the email expected, and the phone call comes when there is something to say. We multiply the opportunities, not the insistence.
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Frequently asked questions
Questions about the industry
How does a corporate training company find new clients?
By looking for companies with a problem that training solves: growth of the sales network, new managers to prepare, generational handovers. We contact the person who has the problem, not only HR, with a message about the result.
Does it make sense to use interprofessional funds as a sales argument?
As a secondary argument, yes; as the primary one, no. All training providers talk about funds, so it doesn’t distinguish anyone. The fund is useful when the client has already decided they need the project.
Does LinkedIn work for selling management training?
It works well if the trainer has a credible profile and publishes content. In this industry, buyers want to know who will be in the classroom, and the trainer's profile counts as much as the provider's brochure.
Your market is in the industry corporate training? Let's talk.
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