Many professionals view their CE requirements with disdain. Some even cram their hours into the last month of the year and try to do as little as possible to maintain their licenses. I've even heard some complain to their clients about their CE requirements.

Every businessperson competing in today's economy knows that to stay ahead and on top of changes, their professional advisors must continuously upgrade their skills. The best and the brightest have adopted a lifelong learning attitude. Yet some professionals neglect their training and forego the tremendous marketing advantage it gives us.

Why not make a strong commitment to your training program and then use your efforts to market your practice? Whenever you plan to attend a training course of any type, consider how you might use the training to your marketing advantage. Here are a few examples.

Learn More Marketing and Selling Skills
In some states, such as California, attorneys can't take marketing CLE classes. However, even there, they can take customer service and ethics classes that deal with marketing issues. In most states, you can find classes that will improve your skills in this crucial area. You benefit your business, and receive CE credit besides.

Obtain Skills That Will Attract Clients
If your area of concentration is family businesses, why take a course in credit unions just because it is being held in Las Vegas? Clients of advisory firms are screaming for their professionals to add more value to the relationship by acquiring a deeper understanding of the clients' businesses. Don't be content with just a general understanding of your clients' businesses, limited by what they tell you. Become a decision influencer by learning how you can help your clients grow and prosper.

Let Your Clients Know About Your Commitment to Training
A while ago, I read a great article in American Way magazine, written by American Airlines' chairman. The article was titled "Where School is Never Out" and covered American's commitment to training. Just reading the article made me feel safer about flying on American Airlines. My clients are now sending a similar letter to their clients. The letter emphasizes the value of their commitment to CE and how it can help the clients. This can only build their loyalty.

Does your company employ any of these methods?
Yes
No
I don't know

TROY WAUGH is a leading sales and marketing consultant to the accounting industry. He is the author of 101 Marketing Strategies for Accounting, Law, Consulting, and Professional Services Firms.