Professional Training and Coaching

Industry Update: 16.01.2021

Vertical: Professional Training and Coaching
Type: B2B
Covid Impact on Demand: Positive
Covid Impact on Ability to Supply: Negative
Viable Transition/Readjustment: Yes

We’re just ordinary people.

The business world now recognises that pandemic conditions are here to stay.

SoPro have direct access to several hundred B2B marketing operations, spanning 60+ verticals. In recent weeks we have seen major movement in global sentiment, shifting from defensive tactics to proactive strategy as realisation sets in.

We are now witnessing the largest and most complex change management project in the history of humankind.

The worlds businesses are rapidly readjusting to compete in a new world. Here’s how.

Professional Training and Coaching, what are we seeing?

We are seeing our training and coaching clients switching service models to provide services online and remotely.  This is a radical shift but brings a huge positive in that geographical proximity is no longer an enabling factor for customer demand.

For some businesses this means a period of transition to that model. While that is happening, it is easy to lose sight of sales pipelines and we are seeing reduced marketing and reduced overall competition at this moment, this is expected to change as newly implemented digital propositions mature to BAU and begin to compete more aggressively.

Fortunately demand for online training services has grown significantly in recent weeks.  Online audience profiles have also transitioned quickly from the pre-pandemic demographics, with regular client demand from the Educational sector, plus huge uptake in the professional sectors… with HR teams scrambling to meet employee learning and development commitments in an online world.

What do these businesses need to do now?

1. Adjust your business targeting

We are seeing significant change in this sector, as training and coaching models move successfully online.

As you move your services to an online model, identify and target the specific B2B sectors that may require your expertise more than others.

Take pharmaceutical sales for example; sales reps aren’t doing the miles driving from one client to another. But their clients still need them. So they need to develop new skills including video pitches and updates. And they have the time to invest in this skill-set.

In general, Covid-19 has placed heavy demand on sales, operations and customer service teams who are being forced to work from home, presenting organisations with unprecedented challenges, with so many businesses needing to learn and adapt vast sections of their businesses to new ways of working the requirement for training has never been greater. Identifying and implementing digital training infrastructure and solutions has already been identified by most large corporates as vital to keeping core business functions running during the pandemic crisis.

2. Review your marketing channels
B2B Direct Mail




Paid Search


Networking dinners/drinks & Partner Events


Tradeshows and Exhibitions


Awards Circuit


Digital Outreach i.e. B2B prospecting


3. Revise your proposition

Forget the old face to face delivery model.

Think about how COVID-19 has presented new challenges to you and your customers and prospects. Frame your propositon around how your professional training or coaching can help ease these budrens.

Accentuate the competitive advantages that you can offer over and above your competitors, and explain why these are important now.

Summarise the return on invetsment (ROI) which your customers are already seeing during COVID-19 because of your service at this particular time.

Flexible payment terms are also in demand if you can support this option.

4. Revise your messaging

Revise messaging to set out how your proposition directly contributes to overcoming the current challenges.

When businesses are busy or distracted, training and coaching can be perecived as a burden. Highlight how you can add value to them without interfering in business as unusual.

Focus on remote delivery models and ability to supply now.

Set out attractive commercial terms if able.

5. Drop the experts a line

At SoPro, business growth is what we do, and we've got the tech and team to quickly generate a healthy pipeline for your business. Our expert team are ready to discuss your campaign today.

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Nick Washington-Jones, Managing Director, Tack UK

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