What are some specific ways in which leadership development firms could dig deeper with their marketing communications to stand out from the competition? How can management training professionals show their value earlier in the marketing conversation without giving away their intellectual property or processes? How can leadership programs differentiate themselves from others in the industry by defining or branding their processes and focusing on client outcomes?
To stand out from the competition, leadership development firms should dig deeper with their marketing communications.
Often management training professionals seem to have a hard time opening their doors to their processes. They should show their value earlier in the marketing conversation. It’s understandable not to give away your intellectual property or processes. However, if that IP is the distinguishing feature of your service it needs to be brought out.
The Harvard Business Review has cited an (anecdotal) number of only 10% of leadership training that goes on to develop concrete results. Draw attention to how your development program will help achieve business plans for your clients once back in the office.
Or, if you’re struggling to differentiate your leadership program, look at the processes you’ve created. Can they be defined or, even better, branded? Or can they be better described through the lens of longer-lasting effects? Consider promoting how your Program will be relevant to your customers’ business plans.
Management and leadership training firms use similar common industry terms: ‘transformation’, ‘understanding’, ‘learning’, and ‘development’, for example. Whilst your management training may be transforming, how does a potential lead know if all your competitors say the same thing!
If you need help sorting out a clear, relevant marketing plan to attract your ideal customer, complete the form below.
