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The benefits of advanced corporate training
The corporate world has long recognized employee training and development as critical to a company’s health. Nobody argues about whether training internal stakeholders will benefit your organization. It’s proven to increase everything from productivity to bottom line to employee retention. But what about the partners you rely on outside of your company?
Many companies now focus on advanced corporate training – or training for external stakeholders who are involved in the success of their business. (Think of resellers, suppliers, consultants, sales representatives and of course customers.)
External training will help you ensure your partner’s success. It builds collaborative relationships with these key players in your company. It can also provide powerful marketing support by increasing your brand awareness. So what exactly does it look like?
What is extended company training?
Advanced corporate training focuses on in-depth knowledge of your products and services. It brings advanced learners in companies up to speed. It also broadens their understanding of broader options and solutions.
There are two types of external training:
- Customer training
In this training course, customers learn how to use your products more broadly and efficiently and how to benefit from your services. It ensures an optimal customer experience. - Partner training
This is training for those who are directly involved in developing your business. It goes beyond products and features and includes things like sales and consulting best practices. The content helps partners better understand, talk about, and sell your offerings.
Why you should train external stakeholders
Both customer and partner training courses are becoming increasingly common in today’s business landscape for a number of reasons. First, technology has made training more accessible to external stakeholders as well. With an advanced enterprise LMS, you can curate robust, ongoing eLearning that strengthens your connection with external partners.
Second, many companies are turning to advanced corporate training to stay relevant in an increasingly competitive marketplace. Today buyers and decision makers expect high quality information and advice from the brands they trust. Training is one of the most direct ways to deliver valuable content and support decisions.
After all, training is a powerful tool in making you a trustworthy brand. In order to be a source that people turn to time and time again, you need to establish your authority and worth. You can present your specialist knowledge to your network through training courses.
Greater brand awareness through expanded company training
Brand is the feeling you evoke in customers and potential buyers. Brand awareness is when people associate your company with what it stands for. They link your organization to the product or service you offer. They also associate you with the quality of the product or service and their experience with it.
When it comes to brand awareness, first impressions are important and lasting impressions are essential. You want all of your stakeholders to have a good experience with your company. They also want them to remember you, continue their relationships with you, and share your offerings with their own networks.
Training as a curated, ongoing resource can strengthen your brand over time. Here are 5 ways advanced corporate training can increase brand awareness:
1. Promote brand interaction
On average, it takes 5 to 7 impressions for people to remember your brand. Training is a great way to keep track of customers and partners and increase your chances of making a positive impression.
With eLearning, your extended company has more opportunities to interact with your company. It also ensures that the interaction is positive by providing insights and tips for your products’ success.
These common touchpoints build relationships. As you train your company’s most valuable outside partners, tell them who you are and help them understand and accept your brand.
2. Create consistency
Training courses provide an opportunity to create brand consistency. This enables you to present your messages, values and images to all contact points in a uniform manner.
The lack of a consistent message can lead to confusion. If partners don’t understand your brand, they won’t be able to present it as a compelling solution to potential buyers. With the confusion about what you stand for, customers are less likely to think of you first when looking for solutions.
Training gives you the opportunity to naturally strengthen your message and image. They don’t just share customer guides and explanations of services and benefits. They also increase brand awareness. If you focus on teaching people what you offer and what you value, you can be sure that your brand will be presented consistently across all channels.
3. Maintain long-term relationships
Maintaining a strong, consistent customer and partner base is a huge asset to your brand. It means that you are a constant in the market and remain present in that base’s sphere of influence.
Training creates this type of loyalty by showing external partners and customers that you value them and care about their experience. It creates a conversation between you and the stakeholders and lets them know that you are there to provide long-term support.
If you show external partners and customers that you are willing to invest in their experience, they are more likely to invest in their relationship with you. You will choose to work with and support your organization over the long term.
4. Prepare your partners for success
Good training can help you retain valuable external stakeholders by preparing them for success. The in-depth knowledge partners who benefit from well-planned training are able to do their jobs more effectively. For example, when they understand the specific features and benefits of your product, they will be able to solve customer problems and sell your products and services to each other.
Similarly, training gives customers the tools they need to be successful. It shows them how your product or service fits into their life and how you can best take advantage of the benefits. When you offer high quality training, you make things easier for people and ensure they have positive experiences. Both advantages create trust in your brand.
5. Attract strong lawyers
High quality training creates natural advocates for your brand. Studies show that people are very likely to share their good experiences. Word of mouth has also always been an important factor influencing the purchase of products or services.
With training, you can cut costly learning curves and frustrations out of a customer’s experience. If you make their lives easier, they will be happier with your product. It’s much more likely that they’ll sing your praises and better articulate how your product will benefit them. Given the productive nature of social media, it’s easier than ever to get referrals from happy, educated customers.
The training offers your partners a similarly positive experience. If you understand the advantages and disadvantages of your products and services, you are better prepared for the different sales and consulting situations. Regardless of the circumstances or the client’s needs, they are more able – and willing – to promote your brand as a solution.
Conclusion
Advanced business training is one of the most valuable marketing investments you can make. With so much potential, training shouldn’t just be a one-off event. This can be a regular process for your company and a constant point of contact for your network. An eLearning program and robust LMS make it more convenient than ever to get in touch with your extended business.
Training helps external stakeholders to connect the points from problem to solution to implementation and success. And when they make such connections, they are much more likely to remember you and share your brand with their own expanded networks.
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