Saturday, 9 June 2012

How to train professionals

How to train professionals: by Jason Li 2012 ©

When training VIPs you will find you need to employ different techniques compared to when you train junior staff. You may be thinking: ‘Well of course, you need to have better cups and saucers and expensive coffee granules with a buffet.’

In fact, although this may impress professionals when they assess your facilities and refreshments, a major focus on this will possibly disappoint a professional.

Have you ever been to a seminar where you spent ages drinking and eating, but learnt very little from the content? Yes you may say; and that’s why professionals won’t really judge your training based on facilities and refreshments. In fact, you may have been to a seminar or conference and had to sit at the back in an uncomfortable seat, hungry and thirsty, yet, the trainer was so good and so full of interesting information you were writing down loads of material on a pad on your leg. But hey, it was well worth it as this information might be worth £500 over 12 months for your business if you implemented it.

Training directors and high powered people

These people are successful, goal orientated and not your average person who are just there to get some freebies. Only average people and average businesses go to seminars or events to miss work, because they get to have a couple of hours doing nothing. Average people go to events just to consume. Here you may be thinking: ‘Surely if a director is at the same event as an average person they must be doing the same thing, so they are consuming as well?’

No: successful people produce all the time. Professionals whether they are an accountant or book keeper, or an electrician to a web designer knows that if they are going to forego £50 or £200 for the next hour then they want information that helps make them more money in the future by using your ideas to improve their business. So don’t fall into the trap of providing fluff.

Get to the point when training

Establish who you are and let them know from the start what you are going to do. Business owners don’t like to be left in the dark in what they are doing in the next hour, directors want to know what will come out of their time ‘invested’ with you.

Cut out fluffy talk like saying ‘please’ all the time. They know you are nice when you introduced yourself. When training, time is money. Get to the point quickly. But don’t skip explanations either; but if you do explain try to do it succinctly so that high powered people understand why you had to explain points.


Business owners like to have fun and love humour. But they are not here at your training programme to have fun. They can find a better way with their profits to have fun than go to a training seminar. So there’s no need to be a comedian to offer a humorous experience. However, the funny thing is, where it’s relevant, a bit of humour will work very well.


You can use numbers at certain points to back up your explanation. This is a very effective way for directors to see if the ideas you are training quickly weighs up, to ensure if it is of value to them. People like business owners get asked to make decisions all the time and like to make assessments on behalf of the business.

When a business owner sees numbers related to a subject they have made many assessments on in the past, they will know instantly if what you are saying works, and you will lock in their interest.

Business questions and objections

Expect high powered people to interject and relate their thoughts. This is not because they are trouble. It’s because they want to get the idea now and not leave the training session with a new idea a bit ‘muddy’ in their mind. They want to be sure they know what you are proposing now. Revisiting to try to learn things again is a waste of time; as said before it could be worth anything from £50 to £200 to spend an hour going over the same material from their money making time.

Objections are normal. Often it can be because they are interested, so don’t panic when they object. Directors have a lot of data and your information may be challenging this. But they are here because they want to give you a chance to improve on what they know. So you must provide the information they need to make their assessment so that they get the answer they are looking for.


Nothing pleases a business owner more than results. Show relevant results. Show really meaningful results with impact to excite them. Give them a chance to visualise the results for their business. But in the end, show a lot of results if you want 100% success.

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