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Why You Must Invest In Training

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By Allan Ferguson

Frequently I get businesses asking me why I’m so proactive in organising training opportunities for my technicians and why I invest my time and money in these learning programs.

Regardless of your business size, goals or even industry, the answer is always very simple.

To be your best, you must always be learning from the best.

Recently I hosted the United States’ leading sales technician training Charlie “Tec Daddy” Greer for a hugely successful Australian tour, with businesses across Melbourne and Sydney coming along for these seminars and gaining knowledge they will not find anywhere else.

Charlie is a pioneer in the industry and his proven methods of success have changed countless businesses for the better for over 35 years now.

Now, I invested my time and money in bringing Charlie out to Australia for one reason only.

It was to get everyone who sent their technicians or themselves to be selling more and in turn making more money for their businesses.

Charlie’s courses have evolved and the content is regularly updated, and if there was a chance I would always put every one of my technicians in front of him because training reinforces what your technicians should be doing.

If you’re confident in your technicians’ ability to learn and their commitment to working for you is long-term, you’d be mad not to invest in accessing someone like Charlie.

From experience, technicians I sent to Charlie’s last Australian tour all increased their sales from anywhere between 10% to 100%.

Even if your sales grow by 10% through your technicians attending a course like this, just do the math and understand the results training delivers your business.

You invest one day out of the business, and the one-time cost of getting your technicians trained by the best in return for guaranteed sales increases.

The key then becomes implementing this knowledge so it becomes a part of your business structure and to regularly invest time in training to formalise the recommendations.

It is a waste to see the immediate spike in sales successful training brings your business begin to plateau if complacency begins as you revert to your previous behaviours.

I always recommend training regularly and finding out which resources work best for your business.

In addition to Charlie, I also use Joe Cunningham’s methods and the results we get from combining the two best trainers in the business is powerful and reflects in the success we’re continuing to achieve.

Training is something every business serious about reaching its goals must do and must be considered an always ongoing process.


Allan Ferguson is the CEO of Service Professionals Australia.

To get exclusive insight into Charlie Greer’s training methods and bonus training tips for your business to implement, listen to Allan Ferguson’s Pipeline to Profitability featuring Charlie now

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