| Are you Dabbling in the Four Disciplines?
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| | make sure that knowledge has been
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| Our industry offers four different
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| | absorbed to whatever degree the client
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| professional roles to choose from -- and
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| | has asked them to attain. If the trainer
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| making the right choice is crucial to
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| | does a good job, then the likelihood of
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| your success. In this article, we'll
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| | being asked to come back and do more
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| describe four types of private practices
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| | training is very high. Also, since
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| -- Speaking, Training, Consulting and
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| | trainers focus on longer programs than
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| Coaching and explore the pros and cons --
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| | speakers -- routinely conducting programs
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| and earnings potential -- for each.
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| | ranging from a full day to an entire week
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| We'll discuss the dangers of dabbling and
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| | -- trainers tend to be more content-rich.
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| take a personal inventory of its impact
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| | If they choose to focus on
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| on your future.
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| | mission-critical topics like sales,
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| "Dabblers are rarely DO-ers and DO-ers
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| | leadership and customer service, trainers
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| are rarely dabblers."
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| | have an even greater opportunity for
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| One of the things that people in our
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| | repeat business with their clients. When
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| industry have in common is that many of
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| | a corporate client finds a trainer they
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| our business cards say that we are a
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| | love and a training program they love,
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| "Speaker, Trainer, Consultant, Coach".
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| | then they are going to continue to use
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| Some may choose just two or three of
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| | that program and that trainer in whatever
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| those identifiers, but more and more are
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| | frequency they need it done. In addition,
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| putting ALL 4 or even MORE. In addition
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| | training engagements generally feature
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| to Speaker, Trainer, Consultant, and
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| | far more billable hours in the
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| Coach we also have Author, Facilitator,
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| | customization process prior to and the
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| Counselor, Lecturer, Professor and a
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| | reinforcement program following the main
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| growing litany of others. Its amazing
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| | training program. A trainer markets
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| the kind of creative labels that some
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| | their programs as much as they market
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| people have put on their cards, but the
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| | themselves and building a successful
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| four basic disciplines in our industry
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| | training practice requires a very
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| are Speaker, Trainer, Consultant and
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| | different approach than the route taken
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| Coach.
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| | by speakers.
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| Over the more than two decades we've been
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| | Consultant -- A Consultant is an
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| working with human development
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| | individual with very specific knowledge
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| professionals, we've discovered that the
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| | and skills, who is brought in to serve as
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| people who achieve success in our
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| | an adjunct to a client's management team.
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| industry are the people who entered the
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| | They are contracted to work on a
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| profession with a very clear picture of
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| | particular project, deal with a
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| who they are and what they were trying to
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| | challenging issue, serve in an advisory
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| do. We believe it is such a critical
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| | capacity, or complete a specific task,
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| factor to their success that it has
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| | but one way or another, consultants are
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| become central to the work we do with our
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| | brought in to DO something. Once that
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| instructors and instructor candidates. As
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| | something is done, the contract ends.
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| someone progresses through the pre-work
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| | While consultants may travel to a
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| for becoming certified in the
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| | destination anywhere on the planet, once
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| MasterStream Method, we help them explore
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| | they arrive, they are there for the
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| the differences between the four
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| | duration of the contract, so in their
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| disciplines in vivid detail, and before
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| | daily routine, they stay pretty local to
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| their certification is over, each
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| | where they landed. The challenge with
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| newly-certified professional has to make
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| | consulting (and coaching for that matter)
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| a personal choice as to which one of them
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| | is that you are trading time for dollars.
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| he or she favors. Likewise, the success
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| | As a trainer or speaker you develop one
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| you will achieve and the speed at which
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| | program and you can keep doing it over
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| you will achieve it depends on you
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| | and over, but the work you do as a
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| understanding the choices -- and making
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| | consultant is unique to each specific
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| the one that is best for you.
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| | client more often than not. But the
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| So your first step -- whether you are
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| | biggest problem with building a stable
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| embarking on a new career or trying to
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| | and successful consulting practice is
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| take your existing business to a new
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| | that during the time the consultant is
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| level -- is to distinguish between the
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| | working with a particular client, they
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| various roles you can serve. Keep in mind
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| | don't have or take the time to continue
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| your background, skills, experience, and
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| | marketing themselves. The longer the
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| goals when making your evaluation. Your
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| | contract, the longer the period of
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| choice will establish a basis on which
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| | unemployment that follows. Feast or
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| you will focus your business strategy and
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| | famine is the reality for most
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| marketing plan.
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| | consultants.
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| Let's take a closer look at each of the
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| | Coach -- Coaches work primarily with
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| professional roles and explore some of
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| | individuals on a one-on-one basis to
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| their pro's and con's:
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| | pinpoint areas in which they might be in
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| Speaker -- A Speaker is someone who
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| | need of attention and focus their energy
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| travels frequently on a national or even
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| | on helping their clients take care of
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| international basis, stands in front of a
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| | whatever their issues happen to be.
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| large audience for a relatively short
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| | Within the realm of coaches, you will
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| period of time, delivers an upbeat
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| | find a broad range of levels of intensity
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| message, and gets paid a substantial
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| | and involvement from "life coach" to
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| amount of money for doing so. On the
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| | "performance coach." Whether the
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| downside, as the audience gets bigger,
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| | individual is trying to better understand
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| the chance for meaningful audience
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| | themselves, to set meaningful goals, to
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| contact suffers -- and regardless of the
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| | be held accountable or to develop greater
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| quality of work they do, when they step
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| | skills, a coach could be the perfect tool
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| off stage they are generally unemployed.
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| | for the right client. In general terms, a
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| That's the nature of the beast for being
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| | coach is a professional who is working
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| a professional speaker. In order for a
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| | with an individual to deal with specific
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| speaker to fill 100 days of billable
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| | areas of need. It is certainly possible
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| services over the course of a year, he or
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| | for a coach to do more of a group kind of
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| she is going to need to have the better
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| | thing, maybe a small cluster of 3 or 4
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| part of 100 different clients. They may
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| | people, but by and large what they are
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| have the occasional client who will bring
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| | doing is just for those specific people.
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| them back again, but in all likely hood
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| | As a result, the likelihood that these
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| the intervals between those engagements
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| | clients will become large contracts is
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| is going to be measured in months or
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| | low because they are dealing with
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| years before someone will be brought
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| | individuals. Coaches have very little
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| back. To make matters worse, the Speaking
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| | need to travel and can work very
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| profession is the one most susceptible to
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| | effectively with their clients over the
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| changes in the economy and, as the events
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| | telephone. But, while a coach's goal is
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| of 9/11 clearly demonstrated, changes in
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| | to build a rather small pool of lifetime
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| the marketplace's willingness to travel
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| | clients, the truth is that most people
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| to or sit in a large public venue. While
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| | who seek out the guidance of a coach do
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| speakers command a seemingly large fee
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| | so for a much shorter period, generally a
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| for their services, their total income
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| | few weeks to a few months. Creating a
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| divided by a 40-hour workweek normalizes
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| | stable and consistent income stream
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| their actual earnings. For example, a
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| | proves to be the coach's greatest
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| speaker with two $5,000 engagements per
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| | challenge since the hourly rate tends to
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| week is actually making about the same as
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| | be lower than that of any of the other
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| a consultant billing themselves out at
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| | three professional roles and the coach
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| $300 per hour. Finally, to develop a
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| | must collect their fees from an
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| successful career as a speaker requires a
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| | individual rather than an organization.
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| very specific marketing plan, very
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| | Perhaps the biggest problem that people
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| specific marketing tools, a very
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| | in our industry face is dabbling in these
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| marketable "main stage" image and a lot
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| | four roles and not focusing on just one
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| of time "paying your dues" before your
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| | of them. If someone were to focus their
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| reputation earns you access to the
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| | energy on one of these roles, they have a
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| bureaus and meeting planners who in large
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| | much greater chance of becoming
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| part control the pool of potential
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| | successful in that discipline. But if you
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| bookings.
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| | start to spread your energy across
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| Trainer -- A Trainer spends considerably
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| | multiple and very different roles then
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| less time in airplanes and rental cars,
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| | you are also spreading out your marketing
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| and can build a very tidy practice while
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| | resources too thin to have any real
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| staying relatively close to home. They
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| | impact, and you are also confusing the
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| spend more time with a smaller group of
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| | market place as to what it is that you do
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| people and have an opportunity to get to
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| | and what it is that that they can call on
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| know their students more intimately as
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| | you for. By putting your time and energy
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| they share practical information with
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| | into just ONE of these four areas, you
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| their audiences. The goal of a trainer is
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| | will find that success is a much easier
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| to impart a body of knowledge, and to
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| | summit to reach.
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