Starting my own training company, I quickly learned that businesses often take a frustratingly long time to make decisions. Despite successful meetings and well-crafted proposals, securing commitment felt like an uphill battle. I’m going to share a method that I discovered that significantly accelerates the decision-making process and boosts cash flow.
A major challenge in sales is the difference in urgency between you and the client. If you sell custom solutions, you’ve likely experienced this. You invest hours in a proposal, only to be met with delays and vague promises.
Your biggest obstacle isn’t a competing supplier; it’s the status quo. Most prefer the comfort of familiarity over the perceived risk of change, making it easy to postpone decisions.
I quickly realized that extended decision-making cycles were financially unsustainable. Waiting six to twelve months for returns wasn’t an option. I needed a solution, and fast.
In a moment of inspiration, I decided to host an open workshop on my area of expertise. I rented a hotel room and gave it a shot, thinking I had nothing to lose.
Hosting these open courses proved invaluable in establishing me as an expert and gaining practical experience. It allowed me to showcase my knowledge. Attendees would express their interest, saying, “This is fantastic! We need to bring you in-house.” This approach significantly expedited the process of securing paid work.
Effective marketing of your open programs can ensure they consistently sell out and serve as a powerful platform for promoting your in-house services.
Packaging my in-house training into a readily accessible, off-the-shelf solution yielded immediate benefits. The initial cash flow came from training course bookings, followed by subsequent in-house training engagements.
If you are a trainer, coach, consultant, or offer any professional service, strongly consider delivering your expertise through open seminars, workshops, or training courses. Marketed effectively, this approach will generate immediate revenue and pave the way for follow-on in-house business.