Many professional service firms invest heavily in growth training for their professionals – partners, principals, senior managers, directors, and others. The goals are admirable – help professionals build deeper client relationships, identify new opportunities, have business development conversations, and ultimately win new work.
However, these growth training programs often fail to deliver real results and often times fail to fully equip professionals to achieve the desired outcomes. There are 4 main reasons:
- The training is too generic and not tailored enough to the specific firm, its culture, and clients. Professionals sit through programs that feel disconnected rather than directly relevant.
- There is insufficient coaching and reinforcement after the training workshops. Professionals are inspired in the classroom but left unsupported in the field.
- Accountability is lacking. Without repercussions for inaction or rewards for success post-training, old habits can creep back in quickly.
- Effective growth training focuses professionals on a live prospect or client scenario, directly relevant to each participant. It sequences skill development over time though multiple sessions that are not all-day affairs and provides the opportunity to apply the training for tangible results. Without real-world application, the training rarely leads to behavior change.
The key is customized, hands-on training paired with individualized in-person and virtual coaching over an extended period of time, focused on a current client or prospect. This leads to real behavior change, sustainable new growth skills, new business wins and a better return on investment on the training dollars spent by the firm.
Growth leadership for professional services firms 