You are highly experienced in your field and have developed a comprehensive training offer. Previous participants highly rate your training, yet it is a struggle to secure corporate clients. Does this ring true? In all honesty, this scenario has often been raised in my 25 years of connecting with and supporting trainers. So, what is the solution?
Upskilling the UK Workforce
Research into essential business skills* conducted by the UK Government identifies that a third of job vacancies are driven by skills shortages. There are skill gaps in almost every industry, which are restricting the productivity and potential of UK businesses. In addition, a Manpower report** identifies that UK business hiring rates are in decline.
This data suggests a strong requirement for training to upskill the current workforce. So, trainers with relevant expertise should be in high demand. However, employer investment in training has fallen year on year since 2011. In a bid to manage costs, training budgets are being cut.
What does this mean for trainers, facilitators and business coaches?
In my view, this means that trainers need to be equipped with the tools and support to proactively promote the benefits of their training to businesses. We need to understand what it takes to convince management that investment in learning and development is essential for business success. So, how do we do this?
What’s the Unique Value Proposition of Your Corporate Training?
The starting point is to clarify the unique value proposition of your training. That extends beyond the objectives to the benefits. What tangible outcomes will training lead to, and how can that solve current business priorities?
To pinpoint your value proposition, you need insight into business priorities. As these are constantly changing, this requires regular review.
At the start of 2026, there is a general need to develop:
- Digital expertise that enables firms to realise the potential of AI in streamlining operations while securely protecting data and systems.
- Effective leaders who can build productive, collaborative and motivational work environments that are shaped around the skills, capabilities and potential of the team.
- Knowledge and strategies to support HR regulations and industry compliance.
However, there may be additional needs in the specific industry or region that you target. So, what matters most to the decision makers?
Align Your Training to Business
When you know which businesses you wish to target, it is important to align your training offer to their needs. This will likely involve packaging your expertise in a tailored way to ensure it is directly relevant to distinct groups.
Equally, it can involve offering training in alternative formats that can make the content more accessible, flexible and convenient. This may include virtual sessions, modular e-learning and webinars.
It’s also important to know your competitors and understand what differentiates your training offer. Essentially, why should a business select your training? Consider the added value that you offer, such as tailored content, or pre and post training support. Also, provide credible evidence which demonstrates that you do deliver value, tangible outcomes and tailored training.
The Importance of Continuous Development
As a trainer, you have to convince businesses of the importance of continuous development. So, you need to lead by example. When was the last time you reviewed your training offer to ensure it best fits current business needs?
Let’s be honest, delivering the same content in the same way time and again is boring. So, to keep our delivery fresh and engaging, we need constructive feedback, different approaches and updated content. This isn’t easy when you are working in isolation, so where can trainers get training?
Premier Training Club
With continuous learning in mind, I set up Premier Training Club a few years ago. It’s a forum for trainers keen to develop their offer to secure more corporate clients. Club members meet monthly for a masterclass session, followed by mentoring and problem-solving discussions. This supportive group aims to help members develop a systematic approach to marketing, planning, delivering, and evaluating training.
In addition, members have a tailored 1:1 session with me to address specific needs. They also benefit from collaborative peer support through our online platform and social channels.
“I’ve doubled my visibility and secured four new corporate clients since joining Sue’s PremierTraining Club.”
“Since joining Training Club, I’ve raised my rates by 30%, and clients are saying yes without hesitation. I finally understand my true value in the market and how to present this.”
As with my corporate training, Premier Training Club is all about equipping attendees with skills and insights that result in tangible benefits. This feedback from two members is a testament to the power of continuous development.
If you believe Premier Training Club could hold the key to securing more corporate clients, please contact me at info@suegarner.co.uk or complete my online enquiry form. To retain a strong dynamic, membership is by invitation only, so we’ll have an initial conversation to discuss your aims and the club. It has the potential to transform how you market your training.
* https://skillsengland.blog.gov.uk/2025/08/13/skills-england-better-skills-for-better-jobs/
** https://view.ceros.com/manpowergroup-emea/meos-q4-25-mp/p/1