CustomPrograms

Building a custom training program for your firm isn’t that difficult or that expensive. In many cases, you can use one of our existing
programs as a model and essentially customize the program to your needs.

That means your firm’s name is used throughout. Your own case histories are used. The customized training program becomes part
of your firm’s culture. And every new person joining the firm goes through the training as part of orientation with the training done by
one of your own staff members who has been taught in a train-the-trainer program conducted by Sanders Consulting Group.

Custom Training Benefits

The benefits of using a custom training program are many. The investment is small and the payout is big. You can keep using the
program year after year without any on-going payments. You own the program. You print the training manuals when you need them.
And you conduct the learning program on a just-in-time basis, meaning when it fits in your schedule. And having your own branded
training program is impressive and a definite strong point in recruiting.

Some Case Histories

Sanders Consulting Group has undertaken the development of a number of custom training programs, some for larger advertising
firms and some for much smaller operations.

For one firm with multiple offices around the world, Sanders Consulting developed a curriculum of five separate training programs in
new business covering everything from lead generation, going on first visits, conducting agency tours, personality profiling, and
building new business presentations. Agency personnel around the world were shown how to deliver the material in a series of train-
the-trainer sessions and then hundreds of agency managers were put through this agency-only custom training. This was all done in
less than six months.

And in the next two years the agency set worldwide growth records that won it Agency of the Year awards from national trade
publications. Previously the agency was the laggard in new business growth within the holding company’s portfolio.

Another regional agency wanted to up grade its account service with better client handling skills. The objective was better client
retention. The base program this firm selected was our program on Client Bonding but customized to the firm using the firm’s own
terms, procedures, protocols and case histories.

To keep cost low, the firm produced the materials internally using source material written by Sanders Consulting under the agency’s
direction. The program was named Beyond The Suit and was a big hit within the agency.

Subsequently, the program proved so success it was used in agency orientation for all new hires, not just account service. The
agency has set records on its ability to keep clients for many years, pointing to its internal training program Beyond The Suit as a
major reason for their success.

How to Get Started

Give Sanders Consulting a call to discuss custom training. It’s an area we know well, and we’ll work with you to develop the training
materials you need, either within the budgets you have or we’ll work with you to develop a budget for management approval. Call
800/899-1538 for more information.