Seven reasons to create new continuing education programs

Wed, May 23,2012 @ 11:35 AM
by Suzanne Kart |

continuing educationThere are seven reasons to create new programs. When developing new courses/seminars, check this list to see if you are doing so for one or more of these reasons. If you are not, you should closely evaluate your reason.

  1. Generate New Sales. Add dollars to total income. Certain
    divisions are lacking programs and need to be beefed up. Many
    times failing to look at numbers means we miss out on targeting
    programs that can be expanded.
  2. Increase Operating Margin. Your present mix of programs
    may not be generating the operating margin you need. They may
    be popular, but the cost may be too high or the price too low.
    Developing new programs with a better operating margin can increase
    your present operating margin. You may choose to price
    these programs higher or reduce costs. Even if this is what you are
    already doing, be aware that too many programs with a low operating
    margin could truly jeopardize the future of your total program.
  3. Build Customer Base. By offering more new programs, you
    may do a better job of targeting segments that are not being served
    appropriately and you might just reach out to people not currently
    involved with your program. A diverse, but not overextended, selection
    can be helpful in adding new names to your database.
  4. Keep Catalog/Promotions Fresh and Current. Many times
    customers move on to another organization because there aren’t
    enough new products to choose from. Also, many times potential
    customers do not even review a program if they feel it is just a
    rehash of what came across their desk six months earlier. It is
    important to be always adding new, so that the public feels that you
    are spending energy and time listening and responding. As stated
    earlier, it is all a perception. Image is everything.
  5. Energize and Challenge Staff. Programming staff can fall
    into easy routines quickly. If they are not being challenged to develop
    new products, they will do what is easy. Also, if they are not
    made accountable for the products they develop, they will not look
    to add new programs.
  6. Respond to Customer Needs. The customer is the boss. If
    the customers are looking for new programs, it is our responsibility
    to give them what they want.
  7. Cut Out Losers. Since there is only so much promotional
    space, developing new programs will probably force the elimination
    of programs that are not carrying their own weight. This is
    important, because many times losers are left in way too long and
    weigh down all of our hard work.
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