For example I recently had a choice about how to learn a new piece of software. It was a £900 course and a night way in a hotel .. OR .. a day looking at videos on YouTube, putting what I learned in to practice and then moving on to the next piece of learning.
I went for the YouTube approach.
So what would make me choose a course instead?
I will pay for training when the training provides something more than the basics. No standard course provides deep insights .. most of them are just the instruction manual content being “taught”.
The manual was written by a technical writer and is often good .. and so is the course. But rarely do they tackle those really difficult issues that people in the real world face. Why should they when it just complicates their world?
This might seem obvious. So why do we offer standard courses? Real value, the stuff people talk about when giving referrals, is the difficult stuff. The stuff that innovates and makes a simple piece of equipment or process into something that makes a real difference.
Of course basic courses do sell. Providers sell thousands of them every week. But to go beyond the place where your courses are just a commodity, the same as everyone else produces, you need to tackle the difficult stuff.
If you do something that’s really valued on your courses they are more likely to be in demand. You get talked about and referred to as being an excellent provider.
You get more business. You can also charge a premium for your courses.
In some cases you can sell both the standard “commodity” course and the premium course. So why not offer both?
This insight has seen many private providers stealing business from under FEs nose. Are you affected?