Considerations for trainers
contemplating their own training company
Reprinted from
Law Officer
By R.K. Miller
Running your own training company can be incredibly
rewarding. It isn’t easy and don’t expect to get rich, but
if you want to help cops to improve their tactics and safety
and you genuinely enjoy doing so, consider it seriously.
It’s a question I’ve been asked before: “How did you do it?”
This could apply to a lot of things, but I’m not copping out
to anything more than this month’s topic: How I started my
training company. This question typically comes from
instructors who want to do the same. For those of you who’ve
reached this point in your instructional careers, I thought
that this month it might be helpful to discuss my
experience.
Why We Do This
My first piece of advice is to start with an honest status check:
Why do you want to pursue such an effort? Is your primary
motivation to help cops and others learn how to do things
right? Or is it because you want to make money? If you’re
thinking your company will bring in lots of “Benjamins” and
“U.S. Grants,” then your priorities are off the mark.
Especially during these tough times, expecting police
departments or individual officers to pay good money for
substandard or poorly motivated training is, frankly,
unrealistic.
This undertaking can be very demanding on your time and your
professionalism. Your commitment to quality training must be
a priority. If you’re serious about this, realize as well
that the job often involves telling officers what they
need to hear—not just what they may want to hear.
No Credibility Gaps
Credibility is a must. The success of your business depends on it.
Credibility is derived from, among other things,
demonstrated hard work, experience in your chosen fields and
a passion for training. (To draw an analogy, earning a
college degree has a level of real accomplishment attached
to it. But there are also people who lack this commitment
and basically “buy” degrees over the Internet. There’s a
difference between the two paths to obtaining a degree, just
as there is with establishing one’s credibility.)
Your students will want to know that their instructor is the “real
deal.” Cops are good at recognizing when credibility is
lacking—or, worse yet, self-fabricated. If that’s the
impression, many won’t attend. Others may attend and then
recognize the instructor’s shortcomings. They won’t be back.
A resume should be a reflection of your credibility. It’s a
foundational part of your business. This document represents
what you’ve accomplished and your professional status. When
you look at the resume, is it an honest accounting? Keep in
mind that it should be built upon facts—not fiction. Those
who can’t be honest with themselves, let alone the outside
world, need not apply. This is not only unethical, it’s also
unacceptable. Remember: At some point down the road,
this career accounting will most likely be examined by
someone with a critical eye.
Credibility also hinges on a solid, safe training record.
Trainers—especially those involved in firearms programs and
other “hands on” subjects—can’t expect to have a successful
business unless they have a commitment to their students’
wellbeing. Good instructors are good risk managers, who look
out for the students’ welfare. Let’s face it:
Cops—and especially instructors—talk. Honestly, they
gossip. That means that if instructors run a loose
training program that isn’t focused on student safety, the
word is gonna get out. Have a complacent attitude or just
ignore safety warning signs and, again, the word is gonna
get out. Sooner or later, your approach to training will
become the topic of discussion. Safety matters. When someone
Googles the company name or yours, the search should reveal
positive comments about your approach to managing student
risk as well as the quality of the training.
Taking Care of Business
Earlier, I used the term business plan. Although you aren’t
going to launch a Fortune 500 company or be a contestant on
The Apprentice, you should map out what it is you want to
accomplish. If you have bucks to spend, then getting some
professional advice could be helpful.
Here’s the truth of my own business. I more or less fell into the
initial stages of a business plan rather than developing it
in a thoughtful manner. It began when Phil Singleton (then
the director of training for H&K) and the NRA’s Law
Enforcement Training Manager John Recknor were each kind
enough to hire me as an adjunct instructor with their
respective companies. I learned a lot under the guidance of
these two men. Eventually, I started hearing a voice in the
back of my head saying, “You can do this.”
Once I decided to get going, there were a number of steps that
proved right for me. The very foundation of this was to make
sure my wife agreed. She had more business experience than I
did, and I knew I’d need to rely on her sound advice. If you
can, you should do the same. Additionally, this was part of
our retirement plan. I enjoyed training before retirement
and wanted to continue it into my “golden years.”
You can also start a business with a partner other than your
spouse. My advice is to make sure that the relationship is
sound and built on some commonly shared principles of mutual
respect, trust and honesty. An ethical approach to doing
business is a must. If there’s any doubt about creating such
a business relationship, take some time to carefully
reconsider before you engage in a legally binding
partnership.
I’m No Attorney, But . . .
I’ll stop for a moment to remind you that I’m not an attorney.
Consider consulting with a good one before you get started.
When we decided to incorporate our business, we contacted a
reputable lawyer to guide us through the process. There are
a number of benefits but also some costs associated with
such a structured step. However, I’d strongly suggest that
you do so. Legal guidance will help you choose the right
type of corporation and avoid other pitfalls.
You must also obtain a federal tax identification number for your
company. There are many good reasons not to use your social
security number. There’s no way to get around paying taxes.
However, proper and honest bookkeeping will probably help
you maximize legitimate deductions. We invested in an
accounting software program to track income and expenses.
However you do it, you must properly manage the money coming
in and going out.
Looking at your long-term financial protection, I’d suggest company
funds shouldn’t be commingled with your personal assets.
There should be a separate company checking account used
exclusively for business. A company credit card would also
be an essential financial step. A company debit card usually
works well too. In addition to receipts and invoices, such
cards provide a back-up tracking of expenses.
Are You in Good Hands?
Firearms training and other forms of potentially injurious
instruction will place your company in the liability food
chain. Forming a corporation may provide a “financial
shield” to protect from personal liability exposure should a
lawsuit come your way. Understand that combining personal
and corporate funds may allow a plaintiff to “pierce” this
shield, winning an even larger and more personally damaging
civil judgment. It could even become an issue of who’s going
to live in your house.
Another aspect of corporate protection is liability insurance.
Again, I don’t have all the answers, so you should contact a
knowledgeable person to assist you. That being said, here’s
what’s worked for me.
A personal liability policy is always a good idea in our business,
but it’s equally important to have a company policy as well.
When I started out with just firearms training, an easy fix
was available through the NRA’s Firearms Instructor
Insurance Program (www.nra.org).
However, when I branched out to such courses as less-lethal
instructor and diversionary device instructor classes, they
were beyond that insurer’s scope.
I found the answer with Joseph Chiarello & Co. (www.guninsurance.com).
Although their fees are competitive, the deciding factor was
the good relationship that developed with a helpful account
executive—Toni Rouse. She asked the hard questions about our
training programs, but she also gave my company a chance to
prove we were a good risk. That was a number of years ago.
We’ve worked successfully together ever since. Recently,
Chiarello added an insurance option for instructors
conducting force-on-force training. Although there are other
companies offering similar services, I’ve found a
comfortable insurance “home” with the Chiarello folks, and
that’s important. As you build your company, don’t overlook
investing in proper insurance. A lawsuit is a tough process
to go through. Doing so without insurance to back you up is
even worse.
Common Thoughts
At the suggestion of our editor, I contacted a veteran trainer—Jim
Glennon—who’s also been down this road. A retired police
officer, Mr. Glennon has been training cops since 1991, so
he has some level of experience with this month’s topic. His
business plan evolved after he wrote a well-respected book
on interaction skills for law enforcement titled
Arresting Communication. His training abilities led to
his involvement with the Street Survival seminars and
eventually his own company, Lifeline Training (www.lifelinetraining.com).
While we talked, I found that we shared similar views on law
enforcement training and starting a business geared toward
teaching cops. One of his first thoughts gave me an
indication of his maturity: He credited his wife, Lisa, with
being the financial brains behind Lifeline’s success. Beyond
that, Glennon shared some solid advice. First, one of your
company’s goals should be to offer classes that make sense
for cops. Mr. Glennon drew from business legend Peter
Drucker: You must provide a product or service that’s
necessary and create a situation in which people want it.
(Editor’s note: I’ve had the privilege of
co-presenting with Jim Glennon and can attest to the quality
of his training. Glennon and Lifeline Training have become
key partners in the Below 100 effort, and we’re very
appreciative of their efforts.—Dale Stockton)
Less is More
The second “pro tip” Mr. Glennon shared was the importance of
developing a relationship with the students that will lead
to your recognition as a quality training provider. To
accomplish this in the early days, Mr. Glennon would present
seminars at a reduced cost or even tuition-free. He pointed
out that since he started, there hasn’t been a class that
didn’t generate additional business. That’s part of a
successful business plan.
Another important point that Mr. Glennon touched on was the choice
of instructors. He has a number of other trainers he works
with. They have to be “dynamic” in their ability to deliver
quality training. But they must also be talented people who
really know what they’re doing. He reciprocates by doing his
best to not overburden them with bureaucratic rules and
procedures.
We’ll Be Back
Law enforcement needs great trainers to keep officers
prepared for a difficult job. If you’re up for the
challenge, I hope this article helps get you started down
the road to business success. Next month, we’ll continue the
discussion. Until then, train safe. God bless America.
Reprinted from
Law Officer
By
R.K. Miller
Running your own training company can be incredibly
rewarding. It isn’t easy and don’t expect to get rich, but
if you want to help cops to improve their tactics and safety
and you genuinely enjoy doing so, consider it seriously.
It’s a question I’ve been asked before: “How did you do it?”
This could apply to a lot of things, but I’m not copping out
to anything more than this month’s topic: How I started my
training company. This question typically comes from
instructors who want to do the same. For those of you who’ve
reached this point in your instructional careers, I thought
that this month it might be helpful to discuss my
experience.
Why We Do This
My first piece of advice is to start with an honest status check:
Why do you want to pursue such an effort? Is your primary
motivation to help cops and others learn how to do things
right? Or is it because you want to make money? If you’re
thinking your company will bring in lots of “Benjamins” and
“U.S. Grants,” then your priorities are off the mark.
Especially during these tough times, expecting police
departments or individual officers to pay good money for
substandard or poorly motivated training is, frankly,
unrealistic.
This undertaking can be very demanding on your time and your
professionalism. Your commitment to quality training must be
a priority. If you’re serious about this, realize as well
that the job often involves telling officers what they
need to hear—not just what they may want to hear.
No Credibility Gaps
Credibility is a must. The success of your business depends on it.
Credibility is derived from, among other things,
demonstrated hard work, experience in your chosen fields and
a passion for training. (To draw an analogy, earning a
college degree has a level of real accomplishment attached
to it. But there are also people who lack this commitment
and basically “buy” degrees over the Internet. There’s a
difference between the two paths to obtaining a degree, just
as there is with establishing one’s credibility.)
Your students will want to know that their instructor is the “real
deal.” Cops are good at recognizing when credibility is
lacking—or, worse yet, self-fabricated. If that’s the
impression, many won’t attend. Others may attend and then
recognize the instructor’s shortcomings. They won’t be back.
A resume should be a reflection of your credibility. It’s a
foundational part of your business. This document represents
what you’ve accomplished and your professional status. When
you look at the resume, is it an honest accounting? Keep in
mind that it should be built upon facts—not fiction. Those
who can’t be honest with themselves, let alone the outside
world, need not apply. This is not only unethical, it’s also
unacceptable. Remember: At some point down the road,
this career accounting will most likely be examined by
someone with a critical eye.
Credibility also hinges on a solid, safe training record.
Trainers—especially those involved in firearms programs and
other “hands on” subjects—can’t expect to have a successful
business unless they have a commitment to their students’
wellbeing. Good instructors are good risk managers, who look
out for the students’ welfare. Let’s face it:
Cops—and especially instructors—talk. Honestly, they
gossip. That means that if instructors run a loose
training program that isn’t focused on student safety, the
word is gonna get out. Have a complacent attitude or just
ignore safety warning signs and, again, the word is gonna
get out. Sooner or later, your approach to training will
become the topic of discussion. Safety matters. When someone
Googles the company name or yours, the search should reveal
positive comments about your approach to managing student
risk as well as the quality of the training.
Taking Care of Business
Earlier, I used the term business plan. Although you aren’t
going to launch a Fortune 500 company or be a contestant on
The Apprentice, you should map out what it is you want to
accomplish. If you have bucks to spend, then getting some
professional advice could be helpful.
Here’s the truth of my own business. I more or less fell into the
initial stages of a business plan rather than developing it
in a thoughtful manner. It began when Phil Singleton (then
the director of training for H&K) and the NRA’s Law
Enforcement Training Manager John Recknor were each kind
enough to hire me as an adjunct instructor with their
respective companies. I learned a lot under the guidance of
these two men. Eventually, I started hearing a voice in the
back of my head saying, “You can do this.”
Once I decided to get going, there were a number of steps that
proved right for me. The very foundation of this was to make
sure my wife agreed. She had more business experience than I
did, and I knew I’d need to rely on her sound advice. If you
can, you should do the same. Additionally, this was part of
our retirement plan. I enjoyed training before retirement
and wanted to continue it into my “golden years.”
You can also start a business with a partner other than your
spouse. My advice is to make sure that the relationship is
sound and built on some commonly shared principles of mutual
respect, trust and honesty. An ethical approach to doing
business is a must. If there’s any doubt about creating such
a business relationship, take some time to carefully
reconsider before you engage in a legally binding
partnership.
I’m No Attorney, But . . .
I’ll stop for a moment to remind you that I’m not an attorney.
Consider consulting with a good one before you get started.
When we decided to incorporate our business, we contacted a
reputable lawyer to guide us through the process. There are
a number of benefits but also some costs associated with
such a structured step. However, I’d strongly suggest that
you do so. Legal guidance will help you choose the right
type of corporation and avoid other pitfalls.
You must also obtain a federal tax identification number for your
company. There are many good reasons not to use your social
security number. There’s no way to get around paying taxes.
However, proper and honest bookkeeping will probably help
you maximize legitimate deductions. We invested in an
accounting software program to track income and expenses.
However you do it, you must properly manage the money coming
in and going out.
Looking at your long-term financial protection, I’d suggest company
funds shouldn’t be commingled with your personal assets.
There should be a separate company checking account used
exclusively for business. A company credit card would also
be an essential financial step. A company debit card usually
works well too. In addition to receipts and invoices, such
cards provide a back-up tracking of expenses.
Are You in Good Hands?
Firearms training and other forms of potentially injurious
instruction will place your company in the liability food
chain. Forming a corporation may provide a “financial
shield” to protect from personal liability exposure should a
lawsuit come your way. Understand that combining personal
and corporate funds may allow a plaintiff to “pierce” this
shield, winning an even larger and more personally damaging
civil judgment. It could even become an issue of who’s going
to live in your house.
Another aspect of corporate protection is liability insurance.
Again, I don’t have all the answers, so you should contact a
knowledgeable person to assist you. That being said, here’s
what’s worked for me.
A personal liability policy is always a good idea in our business,
but it’s equally important to have a company policy as well.
When I started out with just firearms training, an easy fix
was available through the NRA’s Firearms Instructor
Insurance Program (www.nra.org).
However, when I branched out to such courses as less-lethal
instructor and diversionary device instructor classes, they
were beyond that insurer’s scope.
I found the answer with Joseph Chiarello & Co. (www.guninsurance.com).
Although their fees are competitive, the deciding factor was
the good relationship that developed with a helpful account
executive—Toni Rouse. She asked the hard questions about our
training programs, but she also gave my company a chance to
prove we were a good risk. That was a number of years ago.
We’ve worked successfully together ever since. Recently,
Chiarello added an insurance option for instructors
conducting force-on-force training. Although there are other
companies offering similar services, I’ve found a
comfortable insurance “home” with the Chiarello folks, and
that’s important. As you build your company, don’t overlook
investing in proper insurance. A lawsuit is a tough process
to go through. Doing so without insurance to back you up is
even worse.
Common Thoughts
At the suggestion of our editor, I contacted a veteran trainer—Jim
Glennon—who’s also been down this road. A retired police
officer, Mr. Glennon has been training cops since 1991, so
he has some level of experience with this month’s topic. His
business plan evolved after he wrote a well-respected book
on interaction skills for law enforcement titled
Arresting Communication. His training abilities led to
his involvement with the Street Survival seminars and
eventually his own company, Lifeline Training (www.lifelinetraining.com).
While we talked, I found that we shared similar views on law
enforcement training and starting a business geared toward
teaching cops. One of his first thoughts gave me an
indication of his maturity: He credited his wife, Lisa, with
being the financial brains behind Lifeline’s success. Beyond
that, Glennon shared some solid advice. First, one of your
company’s goals should be to offer classes that make sense
for cops. Mr. Glennon drew from business legend Peter
Drucker: You must provide a product or service that’s
necessary and create a situation in which people want it.
(Editor’s note: I’ve had the privilege of
co-presenting with Jim Glennon and can attest to the quality
of his training. Glennon and Lifeline Training have become
key partners in the Below 100 effort, and we’re very
appreciative of their efforts.—Dale Stockton)
Less is More
The second “pro tip” Mr. Glennon shared was the importance of
developing a relationship with the students that will lead
to your recognition as a quality training provider. To
accomplish this in the early days, Mr. Glennon would present
seminars at a reduced cost or even tuition-free. He pointed
out that since he started, there hasn’t been a class that
didn’t generate additional business. That’s part of a
successful business plan.
Another important point that Mr. Glennon touched on was the choice
of instructors. He has a number of other trainers he works
with. They have to be “dynamic” in their ability to deliver
quality training. But they must also be talented people who
really know what they’re doing. He reciprocates by doing his
best to not overburden them with bureaucratic rules and
procedures.
We’ll Be Back
Law enforcement needs great trainers to keep officers
prepared for a difficult job. If you’re up for the
challenge, I hope this article helps get you started down
the road to business success. Next month, we’ll continue the
discussion. Until then, train safe. God bless America.