The ability to find a suitable training provider is a challenge to almost every training buyer. The converse is the pursuit of viable and sustainable customers is a major challenge for every training provider. To match the demand with the supply, and ensure both parties feel they have been treated fairly, is not as common a reality as one would imagine. The answer to this dilemma depends largely on a fundamental question that is often overlooked: What are the most important criteria to take into consideration when selecting a training initiative? Research by Universal Ideas (UI) sheds light on the response to this question, and draws conclusions from in-depth interviews, as well as hundreds of online and hard-copy questionnaires.

It is not the price of training, or a training company’s certification that lures the training buyer to choose a particular training provider. Research reveals that in China where a high value is placed on education and training, the recommendation from a professional and the experience of the trainer are key influencers in the training procurement decision-making process.

The report indicates there is a disconnect between the perceptions of the buyers and suppliers. Buyers and suppliers value training and trainers from varying perspectives. Buyers complain that providers offer training that lacks sufficient customization; contents are out of date; and often times training methodologies are unsuitable. These inadequacies lead the buyer to increase its utilization of internal training resources.

HR managers constantly have to justify the value of the selected training initiative with their line managers. Measuring the Return on Investment (ROI) for any and all training initiatives has become standard practice. The training provider is tasked with working closely with the sponsor of the selected programs, primarily to demonstrate the skills that will be acquired, and the link between what is being offered as it relates to the objectives of the company.

Reputable training providers can substantiate the effectiveness of their courseware. They are well versed at meeting their clients’ expectations. Moreover, they often offer systematic solutions.

UI’s research provides an insight into what the ‘hot learning topics’ will be going into 2008: Leadership, Strategic Management, as well as Middle Managerial Training. Customers are willing to pay for quality training measurable to a demonstrated ROI.

Within the forthcoming five years, both buyers and providers are predicting a greater trend toward individual employee tailored training programs, and training that is part of a holistic solutions approach.