Question

Topic: Strategy

New Cross-cultural Trainer

Posted by Anonymous on 8/29/2005 at 3:53 PM ET 250 Points
After working for 20 years as a nurse, I realized I wanted to help other immigrant nurses like myself, manage the cultural challenges of working and living in the U.S.

I went back to school and will be graduating with my MA in Dec. in communication and anthrolopogy. Also obtained training and certifications in cross-cultural training and international transitions. Started designing and offering courses for continuing education for nurses and co-lecturing on international relations at the university. All within the last 4 years.

I would like to start marketing my comprehensive program in cultural competency for foreign health care professionals in the U.S. It would include pre-departure training, in-country orientation, cultural transitions coaching and continuing education courses for both the host facility and the foreign workers. The program will be flexible, adaptable to the needs of the organization.

My 3 options are: working with foreign nurse recruiters, health care organizations who employ foreign workers, or with the individuals themselves. Another option is partnering with an already established training company.

My problem: I don't know how to start marketing the program. I have emailed several recruiters who think it's a great idea but they are not willing to pay for training. I have not talked to hospitals because I wanted to prepare my proposal better. Also I feel that if I am able to present my program in person, I can make a more compelling case, but how do I get to that far in the first place?

Any advice would be much appreciated. I feel that I do not have much credibility as I do not have a track record yet in the training field.

Thank you in advance.
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RESPONSES

  • Posted by mgoodman on 8/29/2005 at 7:29 PM Accepted
    Considering that you started at the "wrong end" of the process, you probably have a very marketable service.

    Usually we start by identifying an important unmet need that someone has and then finding a way to satisfy that need and make money in the process. You've started by determining what you want to do and can do well.

    The good news is that you may have stumbled into a great solution to someone's problem. The challenge now is to figure out WHO has the problem and finds it serious enough that they're willing/eager to spend money for the solution.

    That should be your first step. You may need to interview several different people, each with a slightly different role in the process, before you identify the prime target audience for your business proposition.

    Then you need a business/marketing plan for going after the dream. Without a plan you'll never know whether you're succeeding or not. How high is up? What does success look like for you?

    Anyway, I hope this helps. Good luck.
  • Posted by mgoodman on 8/29/2005 at 11:35 PM Member
    Your informational interviews should be face-to-face, if at all possible. You'd be amazed at what rich information you can get when you look the contact in the eye when you ask your questions.

    Once you have a dozen face-to-face interviews under your belt, try 4 or 5 by phone, and you'll quickly see what I mean. It's just not the same by phone.

    And forget e-mail. An e-mail interview sounds like you're just reading a list of questions. To get good information, the interview subject needs to feel you're listening to him/her and participating in an exchange of ideas, not a one-way quiz or survey.
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