Marketing Your Training Internally

For training professionals who wish to increase their influence and promote training within their organization.

• Identify improvements to your training services.
• Identify potential markets for your programs and services.
• Package training in the context of organizational needs.
• Establish a continuous promotional focus.
• Design an image of training to match your product.
• Construct a marketing plan.
• Create credibility for your department.
• Successfully manage your ongoing relationship with customers.

Create a Marketing Plan

• What marketing is (and is not).
• How to link marketing to the rest of the training cycle.
• 10 problems caused by ineffective marketing.
• 4 major consequences of not marketing.
• How to identify your target market.
• 4 questions to ask when involving customers in marketing efforts.
• How to get your customers to want training.
• 4 ingredients of the marketing mix.
• Your reputation – how to create it, how to influence it.
• 8 ingredients of the marketing plan.
• How to select the “right” method of communication.
• Guidelines for creating a “headline” for your department.
• How to create a professional image for your department.

Promote the Product

• How to design effective, training-oriented promotional materials.
• 4 keys to a customer-oriented department.
• How to identify the features, benefits, and results of training.
• Sales promotion vs. personal selling.
• A 4-step model for promotion.
• Newsletters, flyers, letters, catalogs, announcements, and more!
• Dozens of tips on staying visible.
• How to attract customers through endorsements and testimonials.
• 14 parts of the “Training Message.”
• 6 ways to present your message.
• How to create awareness, interest, desire, and action.
• Personal vs. impersonal marketing.
• The best way to reach your market.

Manage the Relationship

• How to maximize management’s commitment to training.
• What trainers can learn from the sales force.
• How to get managers to act as “transfer agents” of learning.
• The inescapable link between marketing and needs analysis.
• How to increase employee commitment to training.
• 20 customer buying considerations.
• How to market training — not sell it.
• 5 strategies for maintaining relations.
• 9 techniques of interpersonal communication.
• How to manage clients’ objections.
• How to develop rapport with customers.

• All the worksheets, checklists, and forms in Microsoft® Word template format. Simply download them from your personal My Langevin website. 
• Free 1-year feedback service. Receive detailed feedback on your materials to help improve your courses.