One of my common laments at networking meetings is my failure to actually conduct advanced training for any clients since starting my business in 2006.
This could be a failure on my part, but I want to clarify that I've sold advanced training. I've prospected advanced training and have contracts that lay out the advanced training that will be conducted. I've just never conducted it.
All of us have blindspots in our skillsets. This means our strategies and our strategy executions suffer from blindspots as well. That's not too controversial, but it does tend to limit our ability to actually conduct advanced training of any kind. If your database and your website suffer chronic defects, you might not be able to leverage inbound leads off that $60,000 you budgeted for your event in Las Vegas. If your logo is a jpg, and send it to a sub-par printer, don't be surprised when different versions show up in your brochure and large format print banners.
Does it matter? Sometimes. There's definitely correlation between consistency in marketing and trust in the purchaser, but there's a lot to be said for having salespeople who can close without the benefits of perfect marketing. There's even an argument to be made that it's cheaper to buy salespeople than it is to buy marketing.
So why train? Is Advanced training just a sales tactic? Something to convince smart buyers that the value of what you sell is greater than what they could do on their own? Or is a truly advanced trainer one who generates more benefit from existing structures?
That could be a matter of deep philosophical speculation, or it could be the failure of a prospecting model that doesn't work to find clients that can best use advanced training. I'll check back in five years.