PDF Ebook How to Market Training & Information: Everything You Need to Know to Sell Seminars, Workshops, Conferences, Tapes, Videos, Books, Software
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How to Market Training & Information: Everything You Need to Know to Sell Seminars, Workshops, Conferences, Tapes, Videos, Books, Software
PDF Ebook How to Market Training & Information: Everything You Need to Know to Sell Seminars, Workshops, Conferences, Tapes, Videos, Books, Software
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What started out to be the 4th edition of Don Schrello's highly acclaimed How To Market Training Programs, Seminars & Instructional Materials has turned into a totally new, greatly expanded handbook with four times the information ... at less than half the price.
It contains:
13 chapters -- 2 appendixes
412 pages, durable softcover
Big 8-1/2"x11" size
173 illustrations, figures, tables, & worksheets
18 lists containing 820 hard-to-find resources
311-entry annotated bibliography, complete with how-to-get information
300-word marketing glossary
Fully indexed -- 3,005 entries
This easy to use, how-to-do-it handbook takes the guesswork out of your sales and marketing. The author -- a veteran marketer of training and consulting who has "done it all" -- reveals the insider success secrets used by the largest and best-managed training and information companies.
You could pay thousands of dollars for professional advice -- and still not learn as much about marketing training and information as you can from this single book. And it contains information that simply isn't available elsewhere at any price.
This one volume is literally a complete reference library on how to market training and information. You get success-proven methods, reliable benchmark statistics and detailed checklists to ensure that you don't overlook any factor, however small, that will contribute to your marketing success.
It answers more questions, solves more problems and gives you more worthwhile, money- making ideas than any other handbook you could own. You'll consult it constantly for tested answers to troublesome strategic issues, detailed discussions of important marketing procedures or quick definitions of unfamiliar terms. Its uses are virtually unlimited.
A partial table of contents is included here. It includes such vital topics as selecting marketable products/services; choosing the right sales method; developing a winning strategy and plan; figuring realistic costs and schedules; getting the best mailing lists; creating compelling letters and brochures; buying printing like a pro; face-to-face selling; telemarketing; building a marketing database; getting free and low-cost help; and much, much more.
And it's all organized so you can locate the information you need quickly. You'll find a complete, 4-page table of contents, a detailed, 18-page, index with 3,005 entries and a handy overview at the start of most chapters.
Don't think of this book as an expense. Think of it as an investment ... an investment in facts, data, examples, techniques and, most of all, ideas that produce results!
You Get the Following 18 Lists, Containing 820 Hard-to-Find Resources ... Most with Address, Phone, Fax and Contact Name...
120 Largest training companies, in 9 categories.
10 Top international markets for training & information.
30 International training distributors.
15 Top sales training firms to hone your selling skills.
3 Recruiters ("headhunters") for salespeople.
39 Top hotel chains for holding seminars and conferences.
28 Mailing list brokers who know something about marketing training.
122 Mailing lists most often used to promote training and information.
4 Largest seminar/training mailing list databases.
9 Biggest mailing list compilers.
26 International mailing list sources.
16 Low-cost printers of advertising materials.
12 Outside telemarketing service bureaus.
9 U.S. distributors of training.
20 Agents, speakers bureaus and sales representatives for training and information products/services.
5 Producers of promotional computer media.
41 Sources for your marketing database software and hardware.
311 Annotated references with complete how-to-get information on each one.
13 Unique Features You'll Find Only In This Handbook...
1. The size and composition of the U.S. Training Industry.
2. World's most thoroughly proven method for selecting winning products and markets.
3. Tested, multi-media marketing programs for 6 different types of training and information products/ services, and for 4 different size organizations.
4. 8 sales productivity benchmarks for face-to-face selling of training and information.
5. How price effects direct mail response for various training and information products.
6. How to figure the lead-time needed to promote your seminar, workshop or conference.
7. How seminars make money -- and what you need to know in order to make your seminar profitable. 8. The best and worst months and days for scheduling training programs and seminars. 9. The "Top 40" U.S. cities and states for seminars and workshops.
10. A step-by-step procedure -- and easy-to-use tables -- for forecasting seminar and event attendance, even months in advance.
11. How to evaluate new mailing lists, including where to get honest, objective information.
12. How to accurately estimate printing and mailing costs.
13. How to hold sales showcases that really work ... and that cut your selling costs.
- Sales Rank: #2161427 in Books
- Published on: 1994-03-01
- Original language: English
- Number of items: 1
- Dimensions: 11.00" h x 8.50" w x 1.25" l, 2.35 pounds
- Binding: Paperback
- 412 pages
Review
"... a how-to on how-tos. I can't think of anything that isn't covered both clearly and concisely." -- Kevin R. Daley, Co-Founder and President, COMMUNISPOND
From the Back Cover
9 Groups Who Will Immediately Benefit from this Book...
1. Training directors, human resource executives, learning officers, personnel administrators and trainers in government or business, whether responsible for marketing training internally or externally. Also top executives and line managers in learning organizations where continuous improvement of employees, suppliers or customers is vital to their future strategy.
2. Seminar, workshop and conference providers ... including those who use meetings to sell other products and services.
3. Producers, publishers and distributors of books, CDs, audio tapes, films, videos, multimedia programs, computer software, games, simulations, tests, instruments, job-aids, and other instructional or informational materials.
4. Associations and association management firms including executives, administrators and staff ... for whom publications, conferences, workshops, videos and information products and services are key to success.
5. Schools, colleges and universities, particularly deans, directors and staff of continuing education departments, executive development programs, extension schools or distance education courses.
6. Individual training professionals, custom training program developers, facilitators, speakers ... and anyone whose livelihood depends on delivering knowledge, information or training (including computer and technical trainers).
7. Hotels, conference centers, convention centers, visitors bureaus and others involved in the travel, meetings and hospitality industries ... even travel agents!
8. Those whose products or services support the training and information industries: tele-conferencing firms, advertising agencies, mail list brokers, printers, TV direct response and audio-visual companies to name just a few.
9. Public and business libraries, market research firms and everyone who wants to better understand the training, continuing education and information marketplace.
About the Author
Don M. Schrello, Ph.D. is Chairman and Chief Executive of SCHRELLO MARKETING of Long Beach, California. He's been in the training and information industry for the last 30 years. He's started and sold three multi-million dollar training businesses, helped found the Instructional Systems Association, served as a consultant to, and director of, some of the top training, publishing and information companies and associations in the world and authored 50 books, seminars and other publications, including The Complete Marketing Handbook for Consultants, How to Market Training Programs, Seminars & Instructional Materials, The Seminar Market, Marketing In-House Training Programs, Improving Your Competitive Position, Product Evaluation and Planning and Strategic Planning.
Most helpful customer reviews
4 of 5 people found the following review helpful.
The best guide for selling training
By James Hassett
This book is by far the best guide to selling training. Whether it's face to face selling, direct mail, writing a newsletter, telemarketing, planning a showcase, or another approach, the book is full of data on what works, and detailed suggestions for maximizing results.
I bought this book 10 years ago, and have been using it ever since. Whenever my consulting company considers a new marketing or sales effort, I take it down from the shelf and reread key chapters. Invariably, it has led me to adjust and improve my plans. My copy is dog eared and the binding has split, and I still learn something new each time I pick it up.
Since the book has not been revised since 1994, some of the specifics are outdated. But the basic principles, and 95% of the book, are as true today as ever. Some day, I hope someone collects enough data to update the other 5%. Until then, if you want to sell training, buy this book.
0 of 0 people found the following review helpful.
Very thorough
By Patricia in Florida
Haven't read the whole thing yet, but I did scan thru it. It looks very thorough and covers many facets of creating, marketing and selling your seminars.
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