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Moving into ‘open’ courses


My training and development consultancy has sucessfully designed and delivered a number of 'in house' programmes in our specialist subject areas.

We are now keen to develop the business and run 'open' programmes and would be grateful for any thoughts and ideas from those who've made this change.
Matt Somers

3 Responses

  1. Could try a trial run or working existing contacts
    Having worked for a consultancy that tried to make a similar transition there are a few pitfalls you need to be aware of.

    When marketing in-house programmes you can be much for focused and tailored in your approach, identifying key clients and following these up with the specific support you can offer.

    However, when trying to launch an open programme you run the risk of spiralling marketing/sales costs as you chase and chase 1 or 2 person bookings.

    To check the viability and the market I would think that doing some mass publicity (inserts in People Management or relevant other journals) would be a good first step and then monitoring responses.

    In addition, taking a smaller step might also be good – namely running open courses for your existing clients and encouraging them to pass the word on to their clients and so on.

    Hope that’s useful and not too obvious.


  2. To go public or not?
    I would have to agree with Ruwan. It is, without doubt, a numbers game. To have the response you want you would have to mail thousands of people on a very regualr basis, unless you have have something realy special that can’t be bought anywhere else.
    We have had the problem in the past of having one or two people booking onto a course and not wanting to cancel it but not being able to find any more delegates.
    If you are already successful at the in-house training I would say it’s worth developing and selling that.
    Hope that doesn’t sound too doom and gloom!
    Good luck in what ever you do!


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