I was having coffee with my friend Clive Lewis this morning at his very smart new training centre in Gloucester and we were discussing how to create a sustainable business.

Clive runs a very successful training business, Globis www.globis.co.uk which he set up only 3 years ago – it has developed very rapidly in a short space of time.We both agreed that one of the keys to having a great business is to have a few key clients and concentrate on building good relationships with them, rather than to be continually seeking new business.

If you take the time to really get to know this select group of clients, understand their issues and their business it will be you they will instantly turn to as soon as they have a pressing training need.  When I think back to my days as a buyer of training I didn’t have hundreds of consultants on my books, I had 3 or 4 really key freelancers who I knew I could rely on to get the job done professionally with the minimum of fuss. I didn’t have the time to go through a selection process every time I needed a trainer!

Now I’m not suggesting that you abandon all your marketing activities and put your feet up whilst you wait for the phone to ring!

However, as you begin to create your training business think carefully about your marketing strategy and make sure you are focusing your energies in the  right direction.

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