Show findcourses.com as: Mobile

Proving Value in the Face of Flat External Training Spend


Does one of your biggest challenges as a training supplier stem from flat organizational spend on external training? If you haven’t felt the squeeze yet, consider that L&D professionals have cited lack of budgetary resources as their top challenge in 2018.


According to findcourses.com’s survey of L&D departments in the U.S., one key differentiator of top performing departments, regardless of industry or size, is their close relationship with senior executives and their commitment to measuring the ROI of corporate learning. Unsurprisingly, these departments were most likely to hold more days of training per employee and oversee the largest budgets. As competition between training suppliers escalates in the face of static spend, how can you stand out from the competition and simultaneously help training buyers champion their investment with you?


Small learning budget, big budget role


Consultative-selling is already an established practice for training suppliers. Taking this a step further by asking deeper questions about how external training is tied to business impact and offering empowering advice could pay dividends. By helping L&D professionals craft a compelling message to senior leadership that external training is a business-driver, you will not only build trust, but become a catalyst for increasing training spend.


If your resources – understandably – don’t allow you to offer this level of consultation for small accounts, consider a more scalable approach. Inbound marketers might use a “lesson-based nurture” strategy, in which you would send short videos or email tips through automation over a period of time.


In this case, you could film informal videos with tips from your senior leadership on demonstrating the value of training, or send a series of blog post tips on collecting and presenting impact stories from freshly trained staff members. If you are a smaller training supplier and this still sounds beyond reach, consider including free, helpful guides, infographics and videos created by industry leaders on showing ROI to help light the spark.


The right questions help share what success looks like


If you’re not already asking what would make your training session considered a success, start. If your client says they’ll be measuring your program based on participation or positive learner evaluations, push back. “The added value learning provides to business can only be solidly proven in the application of knowledge, skills, or reengagement on the job,” according to Jack Phillips, PhD, Chairman of the ROI Institute. Helping to measure how the organization will be positively impacted after your training is the first step to elevating the value of the education you provide, and will set clients on the right path to prizing that value.


Ask to speak to a manager


Many training suppliers request a phone call or meeting with managers who will oversee the employees after their training. Managers are the biggest influence on individuals using learning on the job, according to Phillips, which is why he recommends learning professionals consult with managers to ensure business impact after the training and calibrate your program based on the day-today business challenges of participants. When managers feel like they have a stake in the training you provide, they’ll be keen to encourage employees to use what they’ve learned, and also happy to report success and act as an ally in requesting more training budget from top management to help them meet their objectives.


Help your client own their success


Help your training buyers become heros in their organization by empowering them to take well-earned credit for positive outcomes that stem from the supplier they won budget for and chose.


At BPS World, an international recruitment company and winner of the HR Excellence Awards’ Best L&D Strategy in 2017, “when we have had a successful quarter, there will be a number of people that try to ‘own’ that success” says Jo Rapley, People and Culture Manager. “We therefore set clear objectives at the start of any program. Participants are asked to keep a learning log of how learning has had an impact on their job, team, or business and it’s collated when calculating ROI,” says Rapley. By simply suggesting something like a “learning log” to participants on your training, the manager you speak with, and your client, you could help them create a clear link between training and business impact. If underwhelming corporate learning budgets are a challenge for your company, consider building trust, empowering your clients, and increasing budgets by making a compelling case for the business impact of your training.

Interested in learning more? 

Get your free copy of the North American Training Report 2018!

Learn More

What's included?
  • Revenue reports and predictions from our supplier directory survey of over 4,000 industry professionals.
  • A breakdown of North American training spend, top industry challenges and how you can stay on top of trends.
  • How training suppliers are marketing and selling products and services including marketing budget, channels, and strategy.

North American Training Report: 2018
This field is used for controlling automatic form submits. Please leave it blank:
findcourses.com

Last updated: 05 Jul 2019

You might also be interested in:

Last updated: 3/1/2019

Where is the Future of Corporate Training Headed?

Companies and training professionals are beginning to fear that they will soon become obsolete in this expanding market due to growing technologies. Find out what Fast Company has to say about technology and the future of L&D. 

Read more
Last updated: 7/5/2019

How Learning Culture Makes Getty Images the Best Place You'll Ever Work

Are you curious about what a healthy learning culture looks like? Read our interview with Kim Edwards, Talent and Leadership Development Manager at Getty Images who places learning culture at the heart of talent development.

Read more
Last updated: 3/1/2019

How is AR being used for L&D?

Augmented reality, also known as AR, has been growing in popularity over the years due to its presence in games such as Pokemon Go, sightseeing applications and navigation maps. Find out how AR is now being used in L&D!

Read more
Last updated: 3/1/2019

3 Essential L&D Trends for 2019

In order to get you started off on the right track in 2019, here are our top 3 predictions of the training trends you should look out. Get the inside scoop on what to expect in the upcoming year!

Read more
Last updated: 3/1/2019

How Alzheimer's Research UK Used Virtual Reality to Spread Public Awareness

Interview with Timothy Parry, Director of Communications & Brand at Alzheimer's Research UK. Learn about how Alzheimer’s Research UK developed an app to further public awareness about dementia and how organisations from around the UK seized on the opportunity to help their staff better understand dementia.

Read more
U.S. L&D Report: 2019 - Benchmark Your Workplace Learning Strategy

US L&D report 2019 - Benchmark your Workplace Learning

Are you curious about the L&D strategies of some of the U.S.'s top companies?

Find out what they're up to in findcourses.com's second annual U.S. L&D Report!

Take me to the report

Our newsletter
Leave your email and stay updated on professional training

Need help with your search?

findcourses.com offers a free consultancy service to help compare training for you and your team

Request a free quote

Request a free training quote