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How great training clients maximize the impact of their training budget

A common question I am asked in client meetings is ‘What makes a “great” training provider?’ and then of course I’m asked to show that we are one. There are a lot of factors involved in being a great training provider, from having the right trainer, to providing relevant training (that is easily transferred to the workplace), and from having the right processes right down to the flexibility and adaptability of the program, based on the changing business needs of the participants. In part, our greatness is achieved because of great clients and we are very lucky to have many of those across Europe ranging in size and spanning numerous industries. Like great training providers share common characteristics, so do great training clients. Below are are three of them.

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1. Great training clients really get the importance of buy-in on multiple levels

Training, whether it be Business English, soft skill or leadership programs, is most successful when there is buy-in across the board. HR and L&D are important, but it is the buy-in from operational and line managers that makes a real difference. Managers at all levels and team leaders all have a role to play. The managers of our “great clients” share the “why?” behind the training. They look to link it to strategy and decisions, and show that they are personally expecting commitment and engagement. This buy-in keeps the participants focused and aware of why they are training on certain topics.  This management buy-in also supports the work of HR and L&D, energizing their efforts and challenging them to challenge us when it comes to questions such as training design, transfer to the workplace, and continual improvements. So, if you have multiple levels of management, HR and participant buy-in, you will definitely see results tied to your company goals and get a lot more out of your training investment.

2. Great training clients give feedback when things are great and when things could be better

When we put our heart and soul into delivering training, we love hearing that we are doing a great job. Even when the training doesn’t fully meet the client’s expectations, we want to hear about it. Our best clients understand that we value what they have to say and tell us openly, on a regular basis. The more consistent clients are with feedback, the easier it is to address any issues that may arise. Being clear about communication needs, proactively collaborating on training goals, content and methods, and sharing the background to decisions work to build robust relationships creates a lot of trust and understanding that leads to productive, long-term and fun partnerships. Win-Win is remarkably easy when both sides genuinely care about the other.

3. Great training clients are open to new ideas and approaches

It is great when a client knows what they want. It can make our job as a training provider that much easier – after all you know your staff, your corporate culture and what works well.  AND, we also value the chance to apply our years and years of experience when the situation presents itself. Our best clients know that they can trust our expertise and, after exploring the whys and hows, are willing to give it a chance.  We understand we have to earn that trust, but need a chance to do so.  So, know what you want as a customer, challenge what your suppliers may suggest at times but also be open to new ideas as you may be pleasantly surprised what your supplier can do.

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