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Best Training Practices
Will Kenny
3927 York Ave N
Robbinsdale, MN 55422

What Kind Of "Blurb" Would Your Clients Write About Your Training Department?

your internal clients are part of your marketing department

(reprinted from The Training Tipsheet)

The internal clients who use your organization's training services are part of your marketing department. They can be a source of referrals, and they definitely provide references -- good, bad, indifferent -- when they have colleagues who are wondering whether to get formally involved with your training department.

Here's the scenario: a manager in some department, some role within the company, has a situation that they think might, just might, benefit from having training professionals involved. Or they have been told by someone higher up that they have to use the training function, and they've never worked with you before.

So they talk to someone who does use your training services. They ask what it is like to work with you, if it produces results, or if it is more hassle than it is worth. They may already be thinking that they'd rather not get the training function (or any third party, really) involved. They may even be looking for justification to ignore you and handle the problem on their own.

When they ask your internal client about the training department, then, your first concern is the quality of the review they offer. Do they say nice things, or not so nice things, about you? That's based on the results, and the working experience, you've provided in the past.

But another concern should be the quantity, the depth, of the review they give you. And that's based on your relationship with them.

Think of it like a book review: you've written a great novel or an brilliant non-fiction work, at least in your opinion, and you've asked your "readers", your internal clients, to comment. Will they give you:

  • A one-line comment, like those short quotes you find on the back of a book you're considering buying?
  • A couple of paragraphs describing the book, like the blurb you find on the inside of the dust jacket for a hardcover book?
  • A full-fledge article-length review, like you'd find in a magazine or newspaper?

Even if they say nice things, if they don't have much to say about you, that doesn't impress anyone. If they cannot, or will not, talk in a little more depth about what you do for them, you have to wonder how much they value your work.

So make a list of your internal clients and ask yourself, for each one: "What kind of blurb would this client write about our work?" And then figure out what you have to do to earn not only more positive references, but more in-depth "blurbs", from every client.

© 2013 Best Training Practices -- Will Kenny

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