Treating your training provider as a real partner.
4 minute read
On this day 14 years ago, in 2008, I left my comfort zone and took on an adventure by joining Connect Communication, a training company with specialized skills. I remember that day vividly because it was April’s Fool’s Day. Initially, I had doubts about whether I made the right decision, and made a fool of myself. Diving into areas with little ideas.
Time flies, and yes, in these past 14 years, it really has been an adventure. With lots of ups and downs, like a roller coaster, particularly with the adverse impact brought about by the Covid pandemic. But I can honestly say it is worth it, with lots of fun and immense satisfaction in being able to help others.
Altogether I have been working in various industries for over 40 years, with different international organisations, in different countries, with different cultures, I have come to a conclusion, better late than never, that the old saying “treat others the way you want to be treated”, is indeed very true!
Why did I say that? I know it is a cliché, nothing new about it really. But it does makes a difference depending which side you are on. The client or the service provider?
Returning from England I started my career in the advertising industry, liked its fast pace, challenging and always changing atmosphere. My colleagues were filled with drive and enthusiasm, one creative guy had a larger-than-life character on and off the pitch, clients loved him! I can remember two distinct types of clients I had, some requested our services at the last minute, with unclear briefing and very tight deadlines, as if the agency could be like wizards, able to come up with something magical in 24-48 hours!
And there was the complete opposite. Those who approached us when they were holding their annual strategic planning meetings. Explained to us their situations, challenges, objectives etc. We brainstormed together, disagreed on some points, being open and honest about their business.
And naturally, when we examined and reviewed the results of the eventual advertising campaigns, in terms of the monitored share of voice, retail audits, customer surveys, and bottom line sales results. The outright winners were those who worked with us like true partners. Shared their information with us, talked and listened, went through the bottleneck areas with countless discussions. And when you are treated like that, with honesty, integrity and respect. The human nature response is: you reciprocate! You squeeze that last drop of adrenaline for them, you burn the midnight oil (though it was quite common with the agency culture), you go the extra step. Because this is how we returned the trust and faith the client has bestowed upon us. Still applies, I think.
On the other side as a client, a role which I had assumed for about 20 years, I always tried to practice that with my staff, advertising and media agencies, vendors, other service providers.
However, I personally feel times have changed. Having returned to a servicing capacity with Connect, we have the pleasure to work with a long and enviable list of clients in different industries over the world. The type which treats service providers as partner is becoming less and less. The reasons are probably because of time constraint, got to submit a proposal for internal review very quickly; or not knowing exactly what is needed? Or other unknown reasons like leaving the client, in the middle of a project, without letting us know. The end result is almost predictable. Sometimes one has to appreciate the dilemma people are in, give them the benefit of the doubt, and do the best we can.
I have one philosophy which I strive to achieve with our clients: Three Wins Concept.
First win is for the participants. Those who attend our training classes, be they group workshops, individual coaching sessions or webinars. That they have learned something useful and practical to take back to their workplace.
Second win is for our clients. The L&D, HR professionals and the related bosses/stakeholders. That they are able to find/approve using the right training company/programme/trainer and be appreciated internally for doing so.
Third win is for ourselves. And why not? For helping our clients to address their specific training needs. Be appreciated for what we do, and pass on positive referrals to their internal associates/industry contacts so that we can continue to help others.
To summarise, my thoughts are: To achieve the Three Wins: Treat your training company as a genuine true partner, not merely a service provider.
Finally, I can say with pride, that I was not a fool 14 years ago!
