Exceptional Exceptional CertificationCertification

The Business Side of CertificationPresentation:

Certification Network Group – Chicago – 10-16-2012

Roger L. Brauer, Ph.D., P.E.

Exceptionalcertification@mediacombb.net

www.exceptionalcertification.com

Certification Origins?Certification Origins?

“Now, the Star-Belly SneetchesHad bellies with stars.The Plain-Belly SneetchesHad none upon thars.” --------------Then, Sylvester McMonkey McBean created a machine that put stars on Plain-Belly Sneetches for a fee.

The SNEETCHESBy Dr. Seuss

GENERAL CONCEPTSGENERAL CONCEPTS

WHAT IS CERTIFICATION?WHAT IS CERTIFICATION?

A SIMPLE CONCEPT– Set standards for a domain of practice– Evaluate individuals against standards– Award certification to those meeting standards

EXECUTION IS– Complex– Expensive– Difficult

THE CERTIFICATION LIFE CYCLETHE CERTIFICATION LIFE CYCLEfor a domain of practicefor a domain of practice

Learn about Practice Domain

Training/Education

Work in Practice Domain

Learn about Certif.

Apply For Certif.

LICENSE?

Pass Exam

CERTIFIED

Hold Certif.

Renewal

Recertify

Terminate Discontinue Drop Death Discipline Not Renew Not Recertify

INDIVIDUALS

THE CERTIFICATION LIFE CYCLETHE CERTIFICATION LIFE CYCLE

Learn about Practice Domain

Training/Education

Work in Practice Domain

Learn about Certif.

Apply For Certif.

LICENSE?

Pass Exam

CERTIFIED

Hold Certif.

Renewal

Recertify

Terminate Discontinue Drop Death Discipline Not Renew Not Recertify

MANY CERTIFICATION ORGANIZATIONS….

MAIN FOCUS

THE CERTIFICATION LIFE CYCLETHE CERTIFICATION LIFE CYCLE

Learn about Practice Domain

Training/Education

Work in Practice Domain

Learn about Certif.

Apply For Certif.

LICENSE?

Pass Exam

CERTIFIED

Hold Certif.

Renewal

Recertify

Terminate Discontinue Drop Death Discipline Not Renew Not Recertify

MANY CERTIFICATION ORGANIZATIONS….

MAIN FOCUS

EMPHASIS

EVALUATE YOUR EVALUATE YOUR BUSINESS MODELBUSINESS MODEL

Where is your organization focused?How can expanding your vision

improve your effectiveness?

Chart your process in detailIdentify your strengths and weaknessesEstablish strategic, business & action plansTrack completion of actions

PRINCIPLESPRINCIPLES

Know your domain of practiceKnow how it worksKnow who the players areKnow how people enter practice Know how people advance in practice

– Depth?– Breadth?

CUSTOMER SERVICE GOALSCUSTOMER SERVICE GOALS

Help achieve certification successHelp people retain certificationHelp certificants continue to progressHelp employers and users of practitioners

make use of certification and find valueHelp influencers promote certificationHelp the public use certificants

MARKETINGMARKETING

CERTIFICATION CUSTOMERSCERTIFICATION CUSTOMERS

Individuals as Candidates/CertificantsEmployers of PractitionersUsers of PractitionersInstructors/Faculty Who Train PractitionersOthers Influencing Practitioners

(Industry Associations, Suppliers, etc.)The Public

THE CERTIFICATION LIFE CYCLETHE CERTIFICATION LIFE CYCLE

Learn about Practice Domain

Training/Education

Work in Practice Domain

Learn about Certif.

Apply For Certif.

LICENSE?

Pass Exam

CERTIFIED

HoldCertif

Renewal

Recert

Terminate DiscontinueDrop Death Discipline Not Renew Not Recert

INDIVIDUALS – USERS -- EMPLOYERS

MARKETING

Job Analysis

Career Info

Faculty

Career Info

Employer Promo

Individual and Employer Promo

Mentor Promote

Surveys -Entry? -Benefits? -Salary? -What is Changing?

Reasons?

Recert Quizzes

Prof Devel - Helps - Mangmt

CLOSETHESALE

EXAMPLESEXAMPLES

Attracting people to the domain of practiceGetting faculty on boardEnlist employers who improve employeesEnlist certificants (promote, mentor)Reach practitioners without certification

MARKETING STRATEGIESMARKETING STRATEGIES

Look beyond the methodsLook at all customers and their importanceIdentify the message(s) for each customerDevelop marketing plans…

– For each customer group– For each certification product– Combine into a global plan

SELL PROFESSIONALISM, SELL PROFESSIONALISM, NOT CERTIFICATIONNOT CERTIFICATION

Understand where certification fits in the domain of practice

Focus on developing and enhancing practice and practitioners

Consider all parts of the Certification Life Cycle

EXAMPLESEXAMPLES

Encourage individual developmentFor certificants, assist in personal

development– Development planning tools– Measure and publicize what is changing– Practice information resources:

salaries, specialty roles, example job descriptions

– Tools for managing continuous development

ACHIEVING FINANCIAL ACHIEVING FINANCIAL SUCESSSUCESS

You must have

net revenue and reserves

to invest in being better!

THE CERTIFICATION LIFE CYCLETHE CERTIFICATION LIFE CYCLE

Learn about Practice Domain

Training/Education

Work in Practice Domain

Learn about Certif.

Apply For Certif.

LICENSE?

Pass Exam

CERTIFIED

Hold Certif.

Renewal

Recertify

Terminate Discontinue Drop Death Discipline Not Renew Not Recertify

MAIN INCOME SOURCES…

WHERE MAIN $$COME FROM

BREAK EVENOR LOSE$$

CONFLICTOFINTEREST

BUDGET FOR FINANCIAL SUCCESSBUDGET FOR FINANCIAL SUCCESS

Set reserve goalsAnticipate major project resource needs

– Be able to invest in being better and meeting customer expectations.

Include net revenue in annual budgets

UNDERSTAND REVENUE SOURCESUNDERSTAND REVENUE SOURCES

Application fees Examination fees Renewal fees Recertification fees Miscellaneous income

– Publication sales– Late fees and time extension fees

Subsidiary or For-Profit Business Unit

PRICING STRATEGYPRICING STRATEGY

No loss leaders (Conduct cost analysis!)Charge what your product is worthConduct price comparisons

– No collusion (anti-trust)

All products must have net revenueRegular price adjustments

(Don’t lose out to inflation!)

CERTIFICATION BUSINESS CERTIFICATION BUSINESS IS COMPLEXIS COMPLEX

Financial success Quality examination (fully defensible) Know your domain of practice Effective staff Focus on customers, customer service Creative marketing (sell professionalism) Legal protection Effective toolbox Culture for excellence Meet 3rd party standards Sound planning and constant improvement