The advantages of trainingJoe Cornotraining, seminars, instructors
To keep from tooting my own horn, let me express that there are
many professional and excellent training businesses in our
industry. As you look through the various industry magazines and
attend the shows and free presentations, you come across talented
and knowledgeable individuals. I am discussing actually paying for
training in this article.
The free presentations are a good start. They are usually from
two to three hours in length and share some tidbits of information
to attract your business toward the trainer, the sponsor of the
event or both. The free trainings are focused on getting data. Your
address, phone number and e-mail address are your payment, allowing
the training company and sponsor to market you.
This is an excellent opportunity for you to see if a certain
course or instructor would be a good fit for you. There are three
types of training professionals: the motivator, the coach and the
trainer. Sometimes you see a combination of two or more in an
individual; but in the interest of simplicity, let me break the
The motivator is the type that flies in, runs up through the
audience, jumps up on the stage and exclaims, "It's great to be
alive!" He shares stories and jokes and pumps up the audience so
that we all feel like fantastic originators. He concludes by
telling you that his and the sponsor's products are fantastic.
Then, he flies away.
There's very little substance there, but you are now juiced up
and ready to tackle the loan world. The issue here is that we are
not all fantastic originators. Why are you attending the free
presentation if you are fantastic? Fantastic top producers do not
attend free presentations. They pay someone to assist in their
improvement and development.
This brings us to the coach who, for a monthly fee, will
introduce you to other realms of the industry. He routinely
communicates with you and shows you ways to improve your bottom
line and your loan quality and quantity. He evaluates what you are
doing now and shows you ways to improve upon existing tools. He
sells you more advanced tools that are even better than what you
are using currently. He is, in essence, a counselor. He helps you
understand who you are and how you can identify your goals. He asks
the "how" and "why" questions of your existence and explores
options for you to take. The coach goes at your pace and urges you
to take action, making you responsible for and accountable to
yourself. Eventually, you will outgrow him, and he will
The trainer tends to be a combination of both the motivator and
coach. However, he is paid to come in and simply create an
environment that is conducive to success. After all, no one can
place motivation into someone. The trainer will not jump up on
stage and yell out, "It's great to be alive!" Rather, he will
demonstrate how great life is by supplying proven tools and
systems. The trainer does not have months to counsel.
In one or possibly two days, the trainer will discuss and
demonstrate what the motivator has excited you about in his couple
of hours and the coach would have taken months to teach you about.
The trainer hands you all that you need to be successful, but
usually does not check back to hold you accountable for taking
action with what you possess.
The trainer shares career clues and job search tools, but does
not concern himself with whether you will implement the tools and
secure a great living. After all, he is paid to come in, give it
all to you and go to the next training session. Some trainers offer
a few months of coaching but are not as consistent as a committed
coach. They are trainers and want to be in front of the masses.
The motivator and the coach get in front of groups too, but
usually because they are seeking the monthly newsletter
subscription or continual coaching fee. However, all three
professionals add value and benefit and should be considered when
you want to learn this industry better. You can simply ask what
services are offered by all three and evaluate what best suits your
It may be difficult for you to identify your goals and what type
of training works best for you. Possibly, you need a change of
direction to be able to choose the right path and are caught up in
the thick of thin of things ("Caught in the thick of thin of
things?" The Mortgage Press, April 2006). I have a
solution for you, and it will be painful. Pay for training - any
training, but pay for it.
It is amazing that we attach value to things that cost us money.
When purchased, even the least effective training has value and
will motivate you to succeed. You will incorporate and utilize the
training that you pay for. Free training is free; thus, it is of
little or no value. This is how we perceive value and worth. If we
have to pay for it, we use it. When it is free, we just consider it
a way for people to gather our names, phone numbers and e-mail
We value and protect what we purchase. This is why people do not
change their ways of living when they win casino jackpots or other
large prizes. If it is free, we do not value it. When we purchase
something, we will use it to the fullest extent. We will pay for
extended warranties, keep it protected, store it in clean and
proper environments and use it as often as we can.
There are a few exceptions to those in the mainstream who only
perceive value when it comes at a price. These few tend to be
specific in their lives. They will lay it all out and expose
themselves so that others can learn from them. They are motivators,
coaches and trainers. For the rest, value is associated with cost,
and you get what you pay for.
Joe Corno is president of Utah-based We Be Consulting and
Seminars. He may be reached at (801) 836-2077 or e-mail [email protected]