Luke Bong
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The Top 3 Must Dos When You Are a New Trainer

As a trainer, do you struggle with getting more training projects? I remember there was a time in my early days as a trainer when I felt frustrated because I couldn't get myself hired by my prospective clients despite working really hard. It was then I realized that although I was working hard, I wasn't working hard in the right areas. This article shows you the top 3 high-value activities that you MUST DO if you want to attract more training projects.


The Problem

All new trainers face this dilemma - how do I get more training gigs? Some will work harder. Others will spend longer hours designing training programmes. And many will also attend countless certification courses to improve their skills. But despite doing all these, many new trainers still struggle to get business.

According to Pareto principle, otherwise known as the 80/20 rule, hardwork doesn't necessarily bring you the results you want. In fact, you may be putting 80% of your effort into activities that will generate only 20% into your bottom line.

The Solution

The question then is, what are the high-value tasks that a new trainer should be doing consistently? Some tasks such as designing training programmes or setting up a beautiful website can be really tempting but they don't necessarily bring you training projects.

Out of the million and one tasks that could be vying for your attention, you should put most of your energy into the following 3 - Focus, Network and Outreach.

The 3 high-value tasks a new trainer must do

#1 - Focus

Most trainers fall into the category of creators. A creator, by definition, is someone who has lots of new ideas and gets bored easily with repetitive and mundane duties.

A creator would rather be working on a new project than doing routine work. Often, the creator would also be caught up in several different project all at the same time.

And this is where the problem lies. When you are just starting out as a new trainer, you need to focus your energy and effort into a particular field so that you can rise above the crowd.

However, when your energy and effort are divided across different paths, you will find it hard to build the necessary momentum to propel you into the forefront. In today's crowded marketplace where multi-tasking is the norm, it pays to become a specialist in your area of expertise.

What do I mean? Let's take the example of a doctor. And for simplicity's sake, let's assume that there are 2 doctors - a general practitioner and a specialist.

Now, assuming that both these 2 doctors are equally qualified and experienced, which of them do you think would command a higher pay or even reputation? I'd put my bet on the specialist.

This begs the following question:

"Does it mean that a trainer can't focus on several areas of expertise?"

No, of course not. In fact, you are probably better off with 2 or 3 signature programmes that you are well-known for.

Just build these signature programmes one at a time.

As difficult as it may be for a Creative to restrain himself from creating multiple programmes at any given time, it truly is the most effective way to go forward in your training business.

Brendon Burchard, founder of Experts Academy, taught his students to focus only on one project for 12 to 18 months before starting on a new one. That's good advice.

#2 - Network

In my early days as a trainer, I made the mistake of looking upon other trainers as my competitors. I would be super protective of my knowledge and ideas for fear that my competitors would steal them. Yeah, I know. Shame on me.

Well, what happened next was I nearly burned out because I was going at it alone. As the saying goes, no man or woman is an island. When I was stuck, I had nobody to turn to. I felt lonely and frustrated.

Eventually, I saw the value of networking with my fellow trainers. The benefits were immense. From the interactions, I've learned about the ins and outs of the training business and also receive moral support to do well. Many of these trainers have also inspired me to step out of my comfort zone and reach towards higher and bigger goals.

Today, I belong to several supportive trainer groups. I've even started my own Trainers' Mastermind that focuses on helping existing and new trainers succeed in this field. It is truly rewarding.

Another benefit that I must mention is that trainers usually refer businesses to each other when they are fully booked. Hence, if you are generous when networking with your fellow trainers and volunteer to help them succeed, you will always reap the rewards at the end of the day.

Alone we can do so little. Together we can do so much.

Helen Keller (1880 - 1968)

#3 - Outreach

How will your prospects find you? And if they found you, what will make them want to hire you to conduct training for them?

Nowadays, it is no longer enough to just have a website or a social media account. This is because anyone who has access to the Internet can also do it. It also means that it is harder than ever now to stand out from the crowd.

Suppose you have a website that basically tells your visitors the list of services you provide. Is that enough?

Let's use an analogy of buying a car to make a point here. Would you buy a car just by visiting the website alone? I don't know about you, but I would definitely not be willing to buy a car without having the chance to drive it myself. Not even if the car dealer has a fancy website.

The point I'm making is this - how does your prospective clients sample you?

This is where many people miss the mark where the Internet is concerned. Don't just use your website (assuming you already have one) to showcase your products and services. Ask yourself, how can you use them to let your prospective clients know what it's like to hire you to conduct training programmes for them.

That means that you should be producing relevant content that can be experienced by your clients. Let the clients see you in action so that they can appreciate the value that you offer.

How to let your prospective clients sample your offering

  • Blog
  • Teaching videos
  • Podcast
  • Newspaper column
  • Books
  • Audio CDs


When you do these 3 high-value activities consistently, you will see the fruits of your labour before long. The secret of winning the race is consistent focus. Too many new trainers fizzle out too soon. Be the one who finishes the race.

What challenges do you face when building your training business? Please feel free to post them in the comments section below. I would like to assist you to overcome them in anyway I can.

Thanks for reading!

Leave a Comment:

Wong Toh Hee says 09/09/2016

Thanks for sharing this, its helpful and i am looking at embarking into this, would appreciate if i get a chance to talk to you.

    Luke Bong says 09/09/2016

    Hello Toh Hee. I’m happy that you are planning to embark on a trainer’s journey. Perhaps we can arrange a Skype meeting to find out more about your plans. What do you think?

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