We all know about business-to-business, or B2B, selling. One of the first things we say is: “who are you, where are you from, where do you work, how many people do you supervise?” Then immediately our instructors can think about how can we take the material we present consistently from course to course but customize it to the needs of the people in the room? It might be that we spend more time on one topic than another topic, but another class has a different dynamic and we’re able to change that up.ģ. I’m not sure how personalized you can get. When you get into some of the soft skills, for example, or some of the more complex ideas or thoughts or learning, it’s really hard to have a large room with 50 people in it with someone just going city to city. Certainly, if you’re going to go to a class to learn the introduction to Microsoft Excel, there are probably certain elements of Excel you’re going to learn no matter who you get the training from. It depends on why you’re sending the person to the training. What’s the biggest problem with canned programming? What’s wrong with taking a program and assuming it will work for a wide variety of employers or in different localities? You don’t want to have a generic feel, even though it might be an open-enrollment course or you’re going to do a custom on-site training course, you certainly don’t want it to feel like it’s a canned course and it just happens.Ģ. Now that they’re willing to spend money again, they really want to spend money on the right thing.īuilding something and thinking people will come without any input from the corporate side - either by individuals or companies themselves - is going to be tough because it’s just going to look like a generic road show program. There was a little bit of a hiatus with the economy with not spending money on training. As we’ve moved forward out of that realm, we’re starting to see a lot more spending in corporate training. There’s a lot of corporate training out there that I call ‘training road shows.’ You’ll see them come through cities and they set up shop for a day and have training. Why doesn’t this work in the corporate training sphere? Many universities operate with a “build it and they will come” mentality. In this interview, she expands on that topic and discusses what it takes for a university to be successful in the highly-competitive corporate training marketplace.ġ. At the recent UPCEA South conference in Baton Rouge, Louisiana, Verma shared her thoughts on university-to-business, or U2B, selling and the best practices involved with developing robust and long-term training and education partnerships with employers. The following interview is with Lisa Verma, director of custom and on-site programs at Louisiana State University.
The corporate training marketplace is incredibly lucrative for colleges and universities, but it requires institutional leaders to accept sales as an important task.
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