A training company is a specialized service provider offering training programs and program facilitation to a wide range of clients, including employers. Training companies can specialize in areas such as technical and safety training, personal development, leadership skills or interpersonal communication. Whatever the specifics, all training companies share a set of strategic objectives to guide them and their clients to success.

Strategic Brand Positioning

Workplace training is all about results, and success in the industry relies heavily on establishing a solid reputation in the marketplace. Training companies seek to build a brand known for knowledge leadership in their areas of expertise. They strategically manage their brand to identify it with tangible results in the workplace. High quality service is paramount in this type of brand development, as word-of-mouth marketing can help sway a corporate buyer to make a decision about outsourcing a training initiative.

Research and Development

Being on the cutting edge of new training models and methodologies and being aware of breakthroughs in psychology and behavioral science are strategic objectives of modern training companies. Such knowledge can give training companies a distinct advantage in their sales efforts. For example, breakthroughs in neuroscience are leading to new discoveries about the way learning, habit forming and psychological development work. Training companies that use this knowledge are strategically positioned to create training programs that achieve deeper results.

Work Force Development

Consulting companies in the training field face a challenge when it comes to the development of their own employees. It can be easy to focus on the needs of clients and the financial success of the company and overlook employee training. Training companies, especially those whose programs are not specialized to a single industry, are especially poised to develop highly skilled, efficient and productive work forces that are real-life examples of the value of their services. Consider a company that hosts leadership training events, for example. If this company develops highly effective leaders inside its own organization, the ripple effects can build upon the company's reputation and reinforce the brand among existing and potential clients.

Distribution Objectives

To grow beyond a small, local organization, training companies must have a plan to distribute their services throughout their country, their region or the entire world. These companies can take a number of strategic directions when it comes to distribution. If a training company develops its own programs, it may consider licensing the programs to other training companies who specialize in facilitating on-site programs. Another option is to contract with individual trainers to personally deliver programs at clients' chosen locations for a fee, allowing the training company to achieve greater geographic reach without bloating its payroll. Another option is to sell training programs directly to mass markets, without having a consulting relationship with each customer. Examples of this include online training programs or book sales.