I have noticed over the last 18 months or so a steady decline in my training consulting business. Others to whom I have spoken have noticed the same. One even commented that decline seemed to be accelerating. We atrributed this to the notion that training was seem as "optional" by some organizations. That may or may not be the true reason.

Whether you see that or not in your area, my question is still the same: what marketing efforts have been effective for you in the last 18 months or so?

Thanks,

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Whether you see that or not in your area, my question is still the same: what marketing efforts have been effective for you in the last 18 months or so?

What I do with marketing would be a hugely detailed post, so what I can offer you is this a possible shift in business strategy.

Don't think of yourself as a trainer, but as a purveyor and creator of learning. If you think that way, you broaden your possible revenue streams hugely.

I'm pretty much "retired" from doing training nowadays, and earn more than I ever have. I'll probably do some live events eventually, for fun. I stopped doing most public appearances because I got tired of the travel involved.

I've really always been in the learning business rather than training. I think it gives you ability for huge leveraging of one's skills.

PS. My newest book on small business is due out shortly, from McGraw-Hill. Probably won't fit for your issue, but thought I'd mention it. When I get some time, I'd like to do a lot more about marketing strategies on my website below (which we're just trying to build).

Small Business Resource Center
http://smallbusiness411.org

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PS. My newest book on small business is due out shortly, from McGraw-Hill.

I think that writing a book (or books) is about the best thing you can do to market yourself. Or if not a book, write articles and have them published in the learning and trade magazines. Of course, you can put articles on your website, but that does not bring you the credibility that comes from getting the stamp of approval from a publisher.

Probably not a popular answer, John, but when business slows, I go back to the drawing board and a good ol' fashioned marketing plan that forces me to really look at every aspect of the market in which I'm working and devise a way to work within it. A careful look at the environment and what potential prospects really need is a true eye-opener. If you need a template (just a starting point that helps you identify questions you should ask yourself), there are many, many MANY free ones out there on the net.

First, I think business is slowing down for almost everyone--including internal practitioners. For a variety of reasons (tough economic times, election in the States coming up) you see many organizations reluctant to spend money. I don't think that's about not interested in training (versus another subject). I just think it money's tighter.

Second, I suggest you get a hold of Elaine Biech's book "Marketing Your Consulting Services." Elaine intended this book to be nothing but practical, stuff-you-can-use-right-now, tips regardless of the type of work you do. Just very helpful stuff. Some of it won't be a fit for you but some if it is guaranteed to be appropriate for your business and clients and approach. While there might be other models or philosophies you buy into more (like viral marketing or some of Seth Godin's stuff or other approaches), those are more principles and philsophies and models. Elaine's book is really just about listing a range of options, pros and cons of each, and how to do it well. So she talks about cold-calls, she talks about relying on referrals, she talks about using the media.

Third, for my business, I've relied almost entirely on referrals and publication. It's worked well for me, my business has been very successful over a long period of time. But writing a book has a huge lead time between the point you get a reputable publisher interested, proofs finished and it shows up in the bookstore. Speaking at conferences--well, for the June 2009 ASTD Int. Conference, you had to have your submissions in by July 2008 I believe. So there is no foolproof way of marketing. Every approach has pros and cons to it. I think what's best is to take an approach that is consistent with your principles and business. Otherwise, your marketing approach doesn't really reveal who you are and you get lost in the shuffle. For instance, I don't do proposals. That's partially because I tend to feel that they're often wired, I also don't do them well. So another way of marketing is to get into the proposal business for Govt. work. But that also involves some lead time, some preparation (learning how proposals for USAID for instance vary from those you write for DoD).