Every agency leader recognizes the value and benefits of training.

puzzle apple Custom Training Program ad agency

Build a specialized training program that matches your unique agency

When done properly training can make your agency faster, stronger, and more effective. Even a simple training initiative can lead to a happier, more satisfied team, which in turn reduces staff turnover and costly new hires.

But finding an effective training program that works and is focused on our unique industry is difficult. The problem is most of the training programs out there do not support your agency brand, values or leadership style. Another problem can be that many training programs are too broad and include too much information or have nothing to do with advertising.

Let Us Design a Custom Training Program for You

Building a custom training program for your agency 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 agency’s culture. And every new person joining the agency 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 upgrade its account service with better client handling skills. The objective was better client retention. The base program this firm selected was our program on Account Management 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. 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 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.


Apple puzzle photo by Salvatore Gerace and used under Creative Commons