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Free Training buyer's guide
With training budgets, like all others, feeling the squeeze, it's crucial that you make the right decisions about the training you buy. To help you do this, we've produced this handy guide.
There are five parts to the guide:
Part A A quick 17-point guide to buying in-house training
Part B The 17 points in detail
Part C A quick 10-point guide to buying training for individuals
Part D The 10 points in detail
Part E Your responsibilities as a buyer of training
If you haven't got time to read the whole thing, or just want to remind yourself of the basics, miss out parts B and D, which go into more detail on the points made in parts A and C.
We hope these guidelines will help you in making the best training choices for your company.
Part A ) A quick 17-point guide to buying in-house training
Here are 17 points to consider when selecting a company to train staff on your premises:
1. Be clear what you want
2. Look for a company that offers what you want
3. How experienced are they in providing it?
4. Can they do it in the timescale, language and location you want?
5. Are they really listening to your needs?
6. Will the solution they're proposing work?
7. What will you get for your money?
8. Will they fit culturally and energetically with your team?
9. Ask to meet the person or people who will do the training. Are they:
a. a good fit with your group?
b. experienced in training on this subject?
c. credible?
10. What material will they be using?
11. How will they take account of different learning styles?
12. What performance outputs or behavioural change would they expect?
13. How will they measure the results?
14. What feedback will you get from them?
15. How professional do they seem in their dealings with you?
16. Do you like them?
17. Do you trust them?
Part B ) The 17 points in detail
- Be clear what you want
Are you looking for a solution to a particular problem or is this part of an ongoing development programme? Is it really training that you need? And if so, what kind?
Good training will do a number of things, including:
- increasing people's skill or knowledge, or helping to change attitudes
- enabling people to work better together, usually through gaining a greater understanding of each other.
To determine whether it's training you need, first decide on the learning objectives. Then ask yourself (or another person who knows the team) whether meeting these objectives would really bring about the changes you're looking for.
If the answer is "no" or "not sure" then maybe training isn't what you need, or perhaps you need something else in addition. - Look for a company that offers what you want
Search the web. Talk to people you know who might have bought similar training in the past. Which company would they recommend?
Have a look at the website or other literature from the companies you're considering. Do they say that they offer the training you're looking for? Do they seem to be experts in the subject? Ideally they should offer training around the subject as well. - How experienced are they in providing it?
An experienced trainer in the subject will talk about other similar work they've done. They'll increase your understanding of the subject and may offer other ways that the training could be tackled. They may also challenge you about what you are asking for, to make absolutely sure you'll get the appropriate training.
They'll talk confidently about what they will need logistically, for example the size of the room, the layout, equipment and participant preparation. They should also ask about the group, to find out things like what training they've already had, their general attitude to training and what results they need to achieve. - Can they do it in the timescale, language and location you want?
How soon do you need the training completed? How responsive is the company to your timescale?
You may need the same training for different groups around the country or even around the world. Can they handle that? And if you need it provided in a variety of languages will they be able to do it? - Are they really listening to your needs?
Let's face it, one way or another we're all in sales - we all need to persuade others to a point of view.
Most training companies will be keen to offer training packages they've already developed. It's the cheapest option for them and therefore for you. But you don't necessarily want the cheapest option - what you want is for the training company to understand your requirements and put forward the best solution.
Do you have the feeling, as you speak to them, that they're really listening to you? As you give your brief they should be taking notes and be able to paraphrase your requirements back to you.
This isn't a guarantee that the training will achieve what you want, but it's a good start. - Will the solution they're proposing work?
As they discuss their proposed solution, ask yourself whether logically it makes sense. But you're not just looking for logic. We're dealing with human beings and human interaction, which is often not logical. So listen for evidence that it has worked with similar groups before. If you don't hear any evidence, ask for some.
Beware of training courses that seem to cover a lot of material in a short period of time. One of the principles of training is that participants need an opportunity to put the new ideas into practice, or at least to discuss them, in order to learn. Remember the old adage, "Tell me and I'll forget, show me and I'll remember, have me do it and I'll understand".
And you're aiming for more than just understanding. You want people to learn to do things differently. The lasting value of a lecture is limited. Ask what, how and when the participants will practice. - What will you get for your money?
The training company will probably present you with a written proposal of what they intend to do. This should be detailed enough for you to be confident of what you'll get. Beware of making assumptions. If you're not clear about something, ask.
Look at the pricing - is it clear? Different companies will price in different ways. Are travel expenses included as a separate item? Can you add more people to the training for the same cost? If you move the venue or the date, what are the price implications? Be sure of what you'll be paying and when.
And is there a guarantee? If so, what are the conditions? - Will they fit culturally and energetically with your team? Does the training company seem to fit with the culture of your business? Have they worked with businesses similar to yours before? How comfortable do you feel about the person you're speaking with? If they won't be doing the training themselves, do they give you a feeling of confidence that the trainer will be a good fit? How will they ensure that they select the best trainer for your group?
- Ask to meet the person or people who will do the training
You're going to be looking for four things:- do they have sufficient experience of the subject?
- are they an experienced trainer?
- have they got the right energy for the group - will they be able to make an impact?
- do they have sufficient credibility for the group?
If you're offering a large contract, the company may be happy to put on a mini-workshop for you, so that you can see the intended trainer in action and assess their style and impact.
Depending on the timescale and your location compared to the trainer's, it may not be possible for you to meet them before the programme starts. In this case it's best to have a chat with them on the phone.
Prepare your questions beforehand, in much the same way you would if you were recruiting someone. Ask about their experience in the subject. How often have they run courses on the subject? Who have they run them for?
And what do they want to know? An experienced trainer will be interested in the group and why you're seeking this training.
You will need to make a judgement about whether the trainer would be accepted by the group as an expert in their field. An under-confident, under-prepared or mismatched trainer can do a great deal of damage.
- What material will they be using?
Find out what material the trainer will be using. Can you have a look at it before the programme starts? Does it fit with what your organisation is used to? If it's a radical departure from the norm, how will it be presented so that it's accepted?
Though it's important, this is less important than the quality and experience of the trainer. A good trainer with relatively poor material can still bring a subject to life. On the other hand, a poor trainer with good material may make it seem irrelevant. - How will they take account of different learning styles?
Most people know about auditory, visual and kinaesthetic styles, but seven distinct learning styles have actually been identified. These include interpersonal (talking to others), intrapersonal (thinking about something on your own, i.e. talking to yourself!), and musical!
Does the training company cater for a range of ways of learning? - What performance outputs or behavioural change would they expect?
An experienced training organisation will be able to identify specific learning or behavioural objectives that should be achieved as a result of the programme.
But in a training course we're dealing with human interaction so nothing is guaranteed. What you need to hear from them is what they would realistically expect people to get from the course. And how would they handle a situation such as participants declaring that they don't know why they're on the course, or that they already know what's being taught? - How will they measure the results?
Most training companies distribute a feedback questionnaire to be filled in by participants at the end of a programme. Some are better than others, asking clever questions that generate useful responses.
The company will use the completed questionnaires to gauge how well the training went and how much the participants feel they gained from it. What the questionnaires can't say is whether this was the most appropriate training for this group, whether the right people were in the group or how the training should be followed up. A good trainer will be able to provide insights in these areas.
Ultimately, though, the only real measure of a training course is whether or not people behave differently after the programme.
To find out about your follow-up responsibilities, see section E, point 10 on page 11. - What feedback will you get from them?
You should check that the training company will at least provide you with a summary of the questionnaire responses. The trainer should be able to offer constructive suggestions about what needs to happen next with the group, whether that's ways of putting what they've learnt into action or another level of learning.
Tell them what kind of feedback you're hoping for if you've got something specific in mind. Bear in mind though that the trainer has a responsibility to respect the privacy of the participants. An experienced trainer will be able to deal with difficult situations appropriately. - How professional do they seem in their dealings with you?
Do they do what they say they'll do, for example phoning you back, or sending documents? Or are you disappointed in their responsiveness?
How competent do the company and their representative seem? Do they know what questions to ask, or do you have to lead them?
If they're training people in sales, for example, how good are their own sales skills? Or if they're training people in management, how well organised do they seem - how well managed does the business seem?
The fact that someone is not so good at doing what they're training people in is not necessarily negative. Sometimes it really is true that those who can't do, teach - often very well! Because they have to work hard at it themselves it helps them understand the difficulties others face, whereas someone who's naturally good at the subject can't understand why others struggle. - Do you like them?
Do you feel you could work well with these people? Even if you don't like them on a personal level, do you relate to them in some positive way? Do you respect them?
Do they seem interested in you and your organisation, or do you get the feeling that they're just selling you a course? - Do you trust them?
Trust is crucial.
Imagine the training company is a plumber you're calling to do some work in your home. Ask yourself if you trust them to:
- do what they say they will do (e.g. turn up on the day at the agreed time and do what you've agreed they'll do)?
- do the work competently once they've arrived?
- behave with integrity and deal with situations in your best interests (e.g. not encouraging people to leave your organisation)?
Part C ) A quick 10-point guide to buying training for individuals
1. Have the delegate write down his or her learning objectives
2. How much time do they want to spend on this training?
3. Search the web for the right course or ask your favourite training organisations
4. Check the stated contents and objectives of the programme
5. Check the logistics - when and where is the course run?
6. Call the companies on your shortlist
7. Speak to referees
8. Discuss it with the delegate
9. Book the place
10. Debrief the delegate after the course
Part D ) The 10 points in detail
- Have the delegate write down his or her learning objectives
What do they want to learn? What does their line manager want them to learn? Why is it important for this person to learn these things?
Establish whether it's a skill, a new attitude or knowledge they need to acquire. Or is there another motivation, such as a chance to network with other people in the industry?
Be clear about what they need and why, and make sure all parties are fully aware of these goals. - How much time do they want to spend on this training?
The delegate may have an optimistic view of the time required. A bit of research into courses should give you a realistic idea of how long it will take to achieve the desired results.
Beware of one-day or half-day courses. They may seem attractive in terms of time and money but they can be seen as jollies - just a day out of the office. - Search the web for the right course or ask your favourite training organisations
Search the web or ask your favourite training organisations for a programme that fits the bill. Ask other people you know which company they would use. - Check the stated contents and objectives of the programme
Look at the:- title of the programme - which should tell you what it's about
- contents of the programme
- number of days and the time taken each day
- behavioural objectives - what people can reasonably be expected to learn
- number of people that the training company will accept on the programme (a small number is not always better, by the way - it depends what's being learnt)
- structure - how it will work (e.g. discussions, input from the trainer, video, case studies, role-play and practice)
- trainer(s) - who are they and what experience have they had?
- Check the logistics - when and where is the course run?
Don't just go for a programme run around the corner. Sometimes travelling to a different place is a valuable personal development opportunity.
Look for the best possible course for your participants, but if they'll have to wait six months for it, see if there's another that's almost as good but suits your timescale better. - Call the companies on your shortlist
Phone up the companies you've short-listed and ask them:- when and where is the next programme going to be run? Ask them about the numbers booked. Is it definitely going to happen?
- about how it works, if it's not clear from the written material you've seen. Tell them about your learning objectives. Will this programme achieve these?
- about guarantees. Most companies will offer a guarantee of satisfaction - often money back within a certain period of time
- about the price. Check if there's a discount e.g. for early booking
- about previous participants you could talk to - ask for a couple of names.
- Speak to referees
Call at least one previous participant and ask them about the course. What did they get from it? Was it what they were hoping to achieve? Who was the trainer? Would they recommend the course and the trainer? - Discuss it with the delegate
To help the delegate make an informed decision about the course, give them the information you've gathered along with your recommendation. - Book the place
Book the programme that you've agreed on. - Debrief the delegate after the course
Debrief the participant within a few days of the course ending. This is important if you want to be sure that your money was well spent and that the objectives were met.
Asking someone as you pass them in the corridor, "How was the training programme. OK?" is not enough. Participants' line managers should ask them what they will be doing differently in future as a result of the programme.
Part E ) Your responsibilities as a buyer of training
If you really want the training to make a difference, you also have responsibilities:
- What specific behavioural outcomes are you expecting from the training? Start with, "By the end of the training, the participants will be able to.".
- Have you prepared a written brief for the training company? Writing this will force you to clarify your thoughts about what you want and why.
- Have you gathered the right group? Perhaps you should think about including a more senior person. It's frustrating and, ultimately inefficient, for a trainer to be mid-way through a programme and to hear from the participants "So-and-so should be here".
- Have members of the group been consulted on the need for the training, or the format it will take?
- How receptive will the group be? Often the leader of the group will have an impact on this - their attitude can be catching! Have the group members had some previous good experiences of training? How could you help them to make the most of this opportunity?
- Beware of just buying on price. Of course price is a significant issue, but it's not the only one and if you insist on paying the lowest price, you may find you have to buy twice - doing the training again, with someone else. Except this time the group is more cynical about it and therefore harder to work with.
- Beware, also, of wanting something completely different or new. This is like asking the Ford Motor Company to design a completely new car - it's going to take years and the first models may not work very well, if at all!
- The great advantage of standard is that we know it works. This doesn't mean that all aspects have to be standard. The important thing is for you to be clear about what the delegates need to do differently, and for the training company to design a programme to achieve that, whether they use existing material or create it specifically for you.
How and when are you going to brief the delegates? Ideally, the team leader needs to address people individually, or in small groups, to tell them what's happening and why. - Make sure that the catering and other arrangements are up to scratch and that the room is suitable. If people are distracted by hygiene factors, such as the lack of air-conditioning or the cold lunch, their focus will be removed from learning, diminishing the value of the training.
- Follow up the programme soon afterwards. You need to make time to hear what people have to say. The key question is always, "what are you going to do differently?". And how can you support them in that?
- The training company will also appreciate feedback. If you can make the time to do this it helps to strengthen the relationship, so that next time they'll know more about your business, and can therefore get tuned in faster.
In summary
We all remember a teacher who did a good job, especially one who inspired us. It's the same with training. But even the most inspirational trainer won't achieve miraculous results unless they've got a good understanding of the trainees and their needs and have gained their trust.
If you're looking for a new training provider, choose with care. This guide should enable you to make training decisions that will really help your team.
And if you have a requirement for business training that is not purely technical, then why not give PeopleTrack a call on +44 (0) 8700 115 600 - or email us on info@peopletrack.co.uk. We have a strong reputation and we know how to make training work!
