The era of rising daily rates for trainers is over – according to the results of the 2019 fee study. Digital concepts seem to be replacing in-person training. We explain how you can take advantage of this change and avoid falling fees.
The 3 most important results of the 2019 fee study
A total of 1,143 trainers participated in the fee study "Continuing Education Scene Germany" at the end of 2018. In addition to the average fees, the number of training days per year and special strain factors were also recorded. Below, we provide an overview of the most exciting results of the study:
1. Result: Daily rates are falling!
The positive economic situation in Germany should also reflect in the fees of trainers – or so one would believe. However, the study shows a decline in daily rates.
The average daily rate for training providers is slightly lower at €1297 than one year prior: The nearly 3% decrease is not a big leap, but it marks the end of the upward trend in daily rates observed in previous years.
The graphic shows: Above-average daily rates are for trainers who are institutionally embedded, as well as for freelancers working independently. Below average are part-time trainers (< 50% training activity) and freelance contractors.
2. Result: Less time, fewer participants, less security
Another negative trend: Good half of the trainers now hold only a maximum of 40 training days per year, and 30% do not exceed 20 training days per year. Special strain factors come into play here – among others:
the increasing shortening of seminar and training days.
the decline in participant numbers in open seminars.
the decision-making uncertainty faced by clients.
the oversupply in the continuing education market.
the pressure from alternative training formats that are gaining ground.
The current study illustrates how strongly these factors are perceived as burdensome by continuing education professionals:
The burden factors clearly show the impact of the changing work environment: Digitalization is increasingly becoming a part of continuing education as well. Face-to-face time is being reduced, participant groups are shrinking, and alternative training formats such as blended learning or webinars are putting increasing pressure on trainers.
3. Result: Digital competition on the rise
As shown in the graphic above, alternative training formats like blended and mobile learning are increasingly perceived as burdens on the current financial situation:
According to the 2019 fee study, over 20.5% of respondents find alternative learning formats burdensome. This result is particularly interesting compared to 2012: back then, only 11% of trainers found these methods to be a burden – half as many as today. The trend towards "digital competition" is clearly visible.
Interim conclusion: Less presence due to digitalization
Daily rates are dropping, face-to-face days are becoming fewer, and digital competition is on the rise: The conclusion sounds initially disappointing for trainers and coaches who prefer working directly with people. However, a methodological revolution is emerging, which has already been investigated in more detail in other studies:
Alternative (digital) learning methods like blended learning, webinars, and mobile learning have long been on the rise. In the mmb-Trendmonitor 2018, blended learning ranked first (for the fifth consecutive year!): 97% of trainers agreed that blended learning will play a central role as a learning form in the coming years.
In principle, new learning concepts pose no threat to trainers. The challenge lies in being open to these innovations and viewing them as an opportunity. And: With concepts like blended learning, you don't have to give up personal interaction with your participants!
The solution: Combine the best of both worlds!
Your best opportunity to escape the current negative trend in the continuing education sector is the modernization of your own concept. The demand for flexible learning concepts such as blended learning, mobile learning, and e-learning has never been greater – and not just because clients are hoping for cost savings. When properly implemented, digital learning concepts also offer many additional advantages.
For getting started with digital learning concepts, blended learning is particularly suitable. This concept provides a smooth transition from in-person to online training, with which you as a learning facilitator and contact person are not replaced.
The principle of blended learning is simple: You expand your face-to-face seminars with online support. This support can be used, for example, to prepare or follow up on face-to-face sessions. And don’t worry: You don’t have to turn your entire concept upside down immediately. Start small and first create a compact online course with 3-5 content items.
You can find everything about the blended learning concept on our detailed information page: Blended Learning in Practice
How does blended learning counteract falling fees?
You acquire new customer groups that are already focusing on digital learning concepts today. The demand for alternative methods like blended learning is high: thus, you reach many more potential customers than with pure in-person training.
You become more flexible, as part of your content is delivered online. This allows you to manage more clients and participants simultaneously without needing to be physically present in two locations: mobile is possible!
You have added value to sell, as your online support indirectly saves money for the client (e.g., through reduced travel costs or absence from work), while still enabling at least as good a learning outcome.
If you sell your online training well, the connection between 'time' and 'money' dissolves. For you, this means that 'fewer face-to-face days' no longer automatically imply 'less money.'
You can view the increasing digitalization in continuing education as a tiresome and unnecessary change – or you can open yourself to the benefits of digitally-supported training methods and turn necessity into virtue.
We are here to help you and provide you with 7 selling points for your online support. Download our free PDF now and find out how you can score with blended learning in your next fee negotiation.
