#SUCCESSFUL CORPORATE LEARNING tweet Book01

8/2/2019 #SUCCESSFUL CORPORATE LEARNING tweet Book01

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E-mail: [email protected]

20660 Stevens Creek Blvd., Suite 210Cupertino, CA 95014

Book ExcerptBy Terry Lydon and Mitchell Levy

Profitable Training by OptimizingYour Customer and Partner Education Organization

#SUCCESSFUL CORPORATE LEARNINGtweetBook01

Foreword by Marshall Goldsmith


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BOOK EXCERPT Table of Contents

Foreword by Marshall Goldsmith

Section I: Know Your Market

Section II: Document Your Business

Section III: Automate Your Business

Section IV: Various Ways to MarketAbout the Authors

Critical Skills All Learning Proessionals Can Put to Use Today


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3#SUCCESSFUL CORPORATE LEARNINGtweetBook01

ContentsThis is the Table o Contents (TOC) rom the book or your

reerence. The eBook TOC (below) difers in page count rom

the tradebook TOC.

Foreword by Marshall Goldsmith 11

Section I

Know Your Market 13

Section II

Document Your Business 33

Section III

Automate Your Business 49

Section IV

Various Ways to Market 63


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Section V

Various Ways to Sell 89

About the Authors 107



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#SUCCESSFUL CORPORATE LEARNINGtweetBook01 5

This book is not just about how to

be successul at running a training

organization, its about how to be more

successul by becoming a learning

organization. Build a better and more

profitable business unit by using the

tips in this book to challenge yoursel,

question your process, and improve

satisaction and results.

Marshall Goldsmith2011 Most Influential Leadership

Thinker in the world Thinkers50

Foreword byMarshall Goldsmith


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Know Your Market

Section I

Knowing your marketwho they are,

what their needs and wants areis

the first thing you need to know inany business situation. Running a

successul training organization is no

exception. This section will help you

figure out your internal and external

target audience and how knowing

this can create better opportunities

or them (and ultimately, you).


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23I you are training technical users,

they dont mind traveling. I you aretraining business users, you need

to train locally.

24Partners are much more open to

virtual and of-hour trainingwhich

translates to billable heads that they

dont lose revenue on.


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25

26

Create multilingual programs to truly

touch your audience.

Does your competition bundle training

with their products and services?


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27

What types o margins are your

competitors experiencing?

28

Focus more on acilitation and less on

lecturing or reciting acts and figures.


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29Subscribe to blogs, Twitter eeds,

etc., o experts in the field, and payattention to the trends and legislation

that will afect you.

30Delivering learning opportunities

tailored to your audiences needs,

wants, and desires will put you above

your competition.


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Document Your Business

Section II

Document, document, document.

Documenting your processes,

business models, and goals, is notonly cathartic, but it will also help you

streamline your activities and set the

stage to be a better communicator.

In many cases, including running a

profitable training organization, a

significant component o success is

efective communication.


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37Understand every aspect o your

cost structure. Are there areas that

can be pruned?

38Save revenue by keeping track o your

fill rate on upcoming classes so you

know which ones to cancel due to

low enrollment.


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39Know your break-even number or

each class, including all expenses anddiscounts. Then set a correct min. # o

seats beore cancelling.

Tie training records to customer

records in your CRM. This allows you

to compare support cases or trained

versus non-trained customers.

40


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47

Consistently deploy

customer service reports,

roll-up results, and incent

based on success.


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48

49

Customers value training and are

willing to pay premium rates or qualitytraining material. Its important or you

to document that.

Youll always have winning

conversations with Finance. They

would love to help you track your P&L

to help maintain high margins.


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Automate Your Business

Section III

Many training tasks are repetitive

and can easily be automated

(e.g., scheduling). Automating these

processes will not only ensure that

they get done consistently and on

time, but it will ree you up to do

more important activities.


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61

62

Add a URL or class slides in your

survey thank-you emailsitll increaseresponses and save you rom having to

send slides to students.

Avoid spending several hrs/month

reconciling training revenue with

Financecollect ino throughout the

month & evaluate month-end needs.


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63Partner depts. like to give discounted

or ree training to partners. Work withthem to create a program that you can

track and report on.

For some companies, on-site classes

make up over 50% o the delivered

classes. Invest in a process & system

to streamline this activity.

64


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69Send automated confirmation o

courses as well as student reminders

two weeks and two days ahead o time.

Create an automated reminder

schedule alerting instructors o

upcoming courses to set their

calendars and update their content.

70


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71Customers wont see all automations

(e.g., the kickof and loading o virtualmachines using VMware), but they

still are a must.

Start thinking o yoursel as bigger

than you are. Use great tools to

manage your business and compare

yoursel to the industry leaders.

72


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Section IV: Various Ways to Market


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Various Ways to Market

Section IV

Its important that every person

and technology that can be used tomarket your training service is put to

use. In addition to your sales orce,

employees, and partners, there are

tons o diferent tools you can utilize

to market your services. This section

gives tips on how to use them to

your advantage.


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79

80

Make it the goal o your social

networking to develop the expertise oyour ollowers (i.e., not just marketing

mumbo-jumbo).

Keep email communication concise

by using links to details in the body.

More people will read and youll get

ewer callswin-win!


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81Experiment with web, email, loyalty

programs, print media, strategicpartnerships/channels, direct mail,

trade shows, telemarketing, etc.

Ofer incentives to get employees to

help market your program.

82


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107

108

Go into LinkedIn Groups relevant tothe industry youre targeting to drive

more tra c back to your site.

Put a great sales motion in place (e.g.,

trial to conversion) and then increase

the leads into the unnel.


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Terry Lydon, VP o Product and Services at Rainmaker Systems, has spent

the last thirty-five years helping customers, partners, and employees learn

how to use and become more productive with their companys product and

service oferings. Just getting someone to simply use their products was

not enough. Terry strived to make them more e cient in their jobs so that

they could ocus on more strategic areas o their businesses.

In 1999, Terry and two o his colleagues ounded ViewCentral. ViewCentral

created the first Sotware as a Service Learning Management System with

a ocus on external training. It was built or sel-service, allowing their

customers to control and manage systems on their terms and timelines.

In 2006, Rainmaker Systems acquired ViewCentral. Since that time, Terry

has continued to manage the ViewCentral business as well as provide

Technical Support and Education Services or all other product lines.

While managing Education departments or several companies providedTerry with some very valuable experience, his experience working with

thousands o customers implementing his companys product has been

priceless.

About the Authors


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Mitchell Levy is the author o twelve business books and the CEO o the

independent publishing house Happy About. Ater earning his MBA rom

the College o William and Mary, he spent thirteen years working or

corporations in IT, Finance, and Operations. He then spent eleven years as

an entrepreneur creating thirteen companies and strategic partnerships,

including Happy About in 2005. During this timerame, he created over

seventy courses at various universities, online learning courses, and bookedover 500 speakers at large-scale conerences.

Mr. Levy is also partner o the physical networking firm CXOnetworking

and sits on the Board o Directors at Rainmaker Systems (NASDAQ:

RMKR). Previously, he created our executive education programs at two

diferent Silicon Valley Universities, was the conerence chair or our

Comdex conerences ocusing on business executives at medium-to-large

sized enterprises, has contributed to and written over 100 articles, and

given over 250 speeches on e-commerce and business.


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Getting #SUCCESSFUL CORPORATE LEARNING tweet Book01

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#SUCCESSFUL CORPORATE LEARNING tweet Book01

can be purchased as an eBook or $11.95 or tradebook or

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book stores.

Please contact us or quantity discounts [email protected]

or to be inormed about upcoming titles

[email protected] or phone (408-257-3000).

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