#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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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
Critical Skills All Learning Proessionals Can Put to Use Today
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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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Section I: Know Your Market
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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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Section I: Know Your Market
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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#SUCCESSFUL CORPORATE LEARNINGtweetBook01 9
25
26
Create multilingual programs to truly
touch your audience.
Does your competition bundle training
with their products and services?
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Section I: Know Your Market
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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#SUCCESSFUL CORPORATE LEARNINGtweetBook01 11
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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Section II: Document Your Business
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#SUCCESSFUL CORPORATE LEARNINGtweetBook01 13
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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Section II: Document Your Business
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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Section II: Document Your Business
47
Consistently deploy
customer service reports,
roll-up results, and incent
based on success.
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#SUCCESSFUL CORPORATE LEARNINGtweetBook01 17
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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Section III: Automate Your Business
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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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Section III: Automate Your Business
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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Section III: Automate Your Business
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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Section IV: Various Ways to Market
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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Section IV: Various Ways to Market
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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Critical Skills All Learning Proessionals Can Put to Use Today
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
(http://bit.ly/SCLtweet011)
#SUCCESSFUL CORPORATE LEARNING tweet Book01
can be purchased as an eBook or $11.95 or tradebook or
$16.96 at http://bit.ly/SCLtweet012 or at other online and physical
book stores.
Please contact us or quantity discounts [email protected]
or to be inormed about upcoming titles
[email protected] or phone (408-257-3000).
1. www.happyabout.com/thinkaha/successulcorporatelearningtweet01.php2. www.happyabout.com/thinkaha/successulcorporatelearningtweet01.php
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