How speakers and trainers can show ROI

Speaking and training is a tough sell in good times. So when the economy is tight it’s more important than ever to emphasize the benefits you bring to your audience.

So how do you show your ROI?

Best way to do this is to conduct a pre and post training assessment that shows where the holes are and then how you’ve managed to fill them.

And more importantly you can use the second set of results to explore additional training opportunities.

For years sites have included short quizzes and surveys as a way to engage visitors and keep them interested.

But taking an online quiz isn’t nearly as exciting as it was 10 years ago.

That doesn’t mean you can’t continue to use this technology for other purposes.

Screen Shot 2013-10-18 at 2.21.06 PMIf you are in the process of completing an RFP or creating a training proposal an assessment can be a key differentiator.

Many managers or others in leadership positions often think they know what kind of training their people need. Using  survey results you can affirm their own suspicions or show them things they may not have considered.

You can then use these results to customize your presentation to exactly what the audience needs to know.

How powerful does that make your proposal sound compared to everyone elses?

When training is completed distribute a secondary follow-up quiz that shows the audience has learned something and boom! There’s the ROI for the client.

The tool I have used for years is 123contactform. It comes with a great graphical presentation layer that works well for creating reports.

A tip from experience

Always get the client to distribute the survey link. He or she has authority you do not have. The people doing the training don’t know you and don’t care if they help you or not.

Aidan Crawford

Aidan Crawford is president of Short Circuit Media. His main job is helping consultants, trainers and professional speakers get their marketing in order by creating and implementing strategies to help them reach their target audiences.


Let’s have a quick chat about your marketing goals and see how I can help.
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