Training Teleseminar

Don’t Waste Another Dollar on Training: How to Ensure Your Training Dollars are Spent For Ultimate Effectiveness

Originally presented as an interactive teleseminar by Wes Trochlil, president,

Effective Database Management on Thursday, March 5, 2009
Buy the mp3 recording: Only $49.00

It’s a simple fact: most training is wasted. According to the American Society of Training and Development (ASTD), US businesses spend more than $60 billion annually on training. And according to many experts, most of that training money is wasted (imagine, $30 or $40 BILLION wasted!), due to poor training techniques. This is where EDM can help!

The expense of wasted traninig reaches far beyond the direct expense of training dollars. You also have to calculate lost productivity (i.e., number of staff X number of hours in training X fully loaded hourly rate). And you have the incalcuable cost of ill-will created between the staff and your trainers and the database itself.

Whether you’re spending $500 or $5,000 on training this year, you need to be sure your training is effective. Whether you’re conducting the training yourself, or using a third-party to do the training, this session will help you understand what has to happen to make training effective and ensure that staff time is not wasted.

To make your database most effective, you have to be sure staff is trained properly in its use. In this one hour session, Wes will share with you dozens of tips gleaned from nearly 20 years of his experience conducting training programs for dozens of his clients.

This program will show you how to make your database training more effective, thus making your staff more effective.

In this session you’ll learn:

  • The ten fundamentals of training (hint: If you don’t follow these fundamentals, your training will not be successful).
  • Tips on how adult learners learn best (remember, you’re training adults, not school children).
  • How to ensure the greatest level of retention for learners.
  • Why day-long training sessions are a waste of time and money.
  • How to “train” senior management.
  • And much more.

To purchase the recording for this event, click the add to cart button below.
Buy the mp3 recording: Only $49.00

More about Wes: For nearly 20 years, Wes has worked in and with dozens of associations and membership organizations throughout the US, ranging in size from three staff to over 700. In that time Wes has provided a range of consulting services, from general consulting on data management issues to full-scale, association-wide selection and implementation of association management systems.

Having written over 50 articles and hundreds of blog posts, Wes is the most published author on data management in the association market. In addition to his writing, Wes also speaks regularly to association audiences across the US and Canada on a wide variety of data management issues, from selecting and implementing an association managment system, to leveraging the data for better marketing and communication.


When considering sources for data mining, it’s not unusual for association executives to go immediately to their association management systems (AMS) to find information about their members and customers. After all, assuming your AMS is well-managed and maintained, you’ll have a wealth of information about your members and customers, including length of membership, committee service, history of products and services purchased, and more.

But for many associations, useful behavioral data exists beyond what is typically managed in the AMS. And while this data may not be as easily accessible as the AMS data, it can provide valuable additional context about members and customers. It can also help identify those members and customers that have the highest level of engagement with your association.

Here is just a brief set of examples of nontransactional member and customer engagement that may be valuable for identifying best customers:

Award nominations

Many associations have awards programs, and the process of submitting for one can be very time consuming. The simple act of applying for the award demonstrates a high level of engagement. Keep track not only who has won the awards but also who was nominated.

Focus groups

Focus groups are a common marketing tool. Your focus group participants are providing their time and insight, typically for little or no recompense. If your association is using focus groups, keep track of who participated.


Listservers are one of the highest-rated member benefits and one of the easiest and best ways to build community. Many members find listservers a low-barrier way to get engaged. Keep track of who is participating.

Research studies

If you ask your members to participate in research studies, especially those types of studies that require hours of response time, these members are demonstrating a high level of engagement with your association. Keep track of them.

Volunteers or facilitators

Most associations track their standing committee participation (for example, members of the board of directors) fairly well. But what about all of the other volunteers that give time to your organization throughout the year? How about ad-hoc committees, speakers, writers, bloggers, or room monitors? Keep track of them.


One other thing to note: a lot of this information probably can be housed within your AMS, if you take the time to determine where it will be managed within the system and how the data will be entered and maintained. Ideally, your AMS will serve as a data warehouse, helping you to easily identify your very best customers.

There is probably quite a bit of business intelligence that is outside your AMS but inside your organization that your association should be using to its advantage. Use the list above as a starting point to identify all of the untapped sources that may be right at your fingertips.

This article originally appeared in the January 2010 issue of ASAE’s Marketing Insights. Reprinted with permission.

If you’d like to learn more about how EDM can help you with your data management challenges, contact me at (540)-338-9404 or email me at

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