One of the things that buyers of training look for in training provides is credibility within the business. If you’re a trainer and you go and run a programme in an organisation and you don’t really understand the business you are just leaving yourself open to the charge of

‘Well you don’t really know what it’s like’ or ‘That wouldn’t work here because …’.

You know the kind of things delegates like to say!

I think one of the reasons why I was able to get so much work from insurance companies was because having worked in the industry myself I actually knew what an underwriter was and what a broker did – and I could talk their language.

If you really understand the business of your client you are in with a much better chance of getting the work.

So that’s why it’s important to specialise. Don’t try and be all things to all people. Think carefully about your target market and choose an area in which you feel comfortable, competent and credible operating.   it will pay dividends in the end.






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