Sharon Daniels, president and chief executive officer for AchieveGlobal and I are exchanging guest posts today on each other's blogs.
While I don't claim to speak for every training customer, I have managed training departments for over 20 years at 3 companies, and have worked with well over 100 training providers. I've had some awesome "partners", in the true sense of the word, and I've worked with my share of companies that resembled the cast of "The Office". It was real easy (and kinda fun) to sit back and just make a list of the best and worst.
We're inviting training buyers and providers to weigh in and add their 2 cents, to either or both blogs. Hopefully, the dialog will help facilitate better relationships and help both sides achieve mutual success.
Disclosure: My company is not currently a customer of AchieveGlobal, although my former companies were at various times. AchieveGlobal is not a sponsor of my blog. So how did AchieveGlobal stack up against my list? Actually, pretty darn well. Not perfect, but then again, no company is. I had the same account rep for over 10 years, and I loved their products and services. Finally, Sharon and her team are good sports for being willing to do this with me.
10 Things a Customer Looks for in a Training Provider (in no particular order.......):
1. A perfect trial offer or pilot experience. Look, I know mistakes happen. However, if you know I'm evaluating your product or service, then I would expect nothing less than perfection on the first date. You've only got one shot to prove yourself - don't blow it. Would you go back to a restaurant where you got the wrong order and poor service? Probably not, unless it was your brother-in-law's and you had to.
2. Well trained, professional sales reps or account reps. I've often wanted to start a collection of the some of the worst prospecting calls or emails I've received. The ironic thing is, these are coming from companies that sell training. If you can't train your own people, why would I think you can train mine? I don't expect a sales rep to be an expert in every product or service, but they should know enough to answer most of my questions, assess my needs, and point me to the best solution(s). As for prospecting - at a minimum, get my name right.
3. A consistent, reliable, competent single point of contact. I love having one person I can call if I need anything - someone who can at least point me in the right direction. Low turnover sure helps - working with the same person year after year builds trust and partnership.
4. Frugality. If you insist on sending a small army to meet with me for only an hour, I don't see that as great service - I see it as wasteful. No, you're not spending my money directly, but I figure you're wasting your own money, which comes from your customers in the form of higher prices.
5. Global capabilities (This one only applies to multi-national companies). Global capabilities does not mean you've translated your materials - it means you're prepared to serve my needs in China and Brazil as well as you serve my needs in Chicago.
6. No costly, rigid "certifications". One of my pet peeves: training providers that will only allow you the privilege of buying their (costly) products or services if the customer spends more money to prove to the training provider they are worthy of using their products. Really? I don't think so. Give me the option of purchasing a train-the-trainer program, but please, don't mandate it.
7. Flexibility. The best providers are willing to adapt their products, services, and processes to meet my needs.
8. Responsiveness. When I ask a question, get me an answer within a day. I once worked with a provider that had to assemble a team, check with their attorneys, and send me a formal proposal every time I asked the simplest questions. When I have a problem, treat it like it's your number one priority and help me get it resolved ASAP.
9. Don't go around me or try to sell around me. This had happened to me (as a training manager), more than once: Training provider sales rep: "So what was the name of that manager you mentioned?" Later in the week, our manager forwards me a voice mail from the sales rep asking how they got her name and what it's all about. Note to training providers: I don't care what they taught you in that sales training course you took - do not "qualify" me, or attempt to "get to the real decision maker". If you do that, you won't do business with my company. As a training manager, I represent my company - please give me the same respect my company has given me.
10. Value. Give me proven solutions - no fads or flavor of the month, at a fair price.
How about you? Training provider and training buyers, do you agree or disagree with our lists? What would you add?
Dan McCarthy is the author of the award winning leadership development blog "Great Leadership". Topics for his blog are based on over 20 years of experience as a practitioner in the field of leadership development. He is currently the Manager of Leadership and Management Development at a Fortune "Great Place to Work", "Training Top 125", and "High Impact Learning" (HILO 80) company. Previous experience includes management positions in leadership development, human resources, and training for a global Fortune 100 company, and Director of HRD for a public utility.Dan is a member of the SmartBlog on Workforce » SmartBrief on Workforce Advisory Board, and an influential voice in talent management social media .
