2.5. Marketing Training

Understanding training needs

The majority of training providers share the view that Leadership and Strategic Management are in the highest demand in China. This notion is supported by 61% of the respondents. The second most demanded training area in China is Sales training (51%), while the third, fourth and fifth are Interpersonal Skills (49%), Middle Managerial (43%) and Project Management (42%). For other training areas and more detailed information please refer to Figure 37 below.

Key contact person in target companies

To market training products and services, 72% of the providers approach the Training Manager/Director, and 67% choose the HR manager. People on higher positions (Chief Representative, Managing Director, Vice President or above) are approached by 42% of the respondents. One third would approach Department Managers, while 28% would contact the person who is going to be trained.

Finding a right contact person in the target company is important, but using the right way to approach and market one’s service is equally as important. This has always been a challenge to all service providers. Internet and Email are the most commonly used approaches (61%). 58% of the training providers choose to build interest in their services through Telephone Sales. 43% of respondents make use of networking opportunities in HR/training conferences. Advertisements as well as public seminars are used by 40%, while recommendations/referrals are only represented by 39%. Similar numbers can be applied to direct mail. Only 22% of
the training supplier respondents declared they build interest in their product/services through sponsorship in the ‘Training Services in China Directory’, with 60% of the researched training buyers indicating they find their suppliers through the Directory. For precise information please refer to the Figure 39 below.

In terms of time, money and resources, marketing in China is a relatively costly activity. It is recommended that training providers form a clear marketing and promotion strategy as to best maximize the utilization of their limited resource.

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