Are Certifications Worth it?
THE QUESTION
Recently, many thoughtful people have been asking me, “Is getting certified worth it?” Interestingly enough, this question has been coming up, again and again, irrespective of the upcoming Certified Book Yourself Solid Coach training. Why?
The economic conditions in most service based fields have been tough, to say the least. It has led many people to consider their options and more education via certification or university is one of the first things they consider. Even my 27 year-old cousin, who’s been selling commercial real estate in New York City for the past 5 years, called me to ask if I thought he should return to school for three-years to get a masters degree in real estate.
Note that the title of this post is NOT: “Is getting more education worth it?” Of course, learning more is always worthwhile. When it comes to your work, ignorance is not bliss. But, does being “certified” or getting a particular degree make a difference when it comes to getting clients?
THE ANSWER
The answer depends on what kinds of services you sell. If you sell financial services or certain health related services, you’re required by law to be certified by the agencies that govern those services. And, certainly, some certifications or degrees, although not required by law, are expected as standard tools of the trade in some fields. On the other hand, however…
What if you sell consulting, coaching, or other more entrepreneurial services? Is certification worth it? Is it worth devoting the time to it? Is it worth the financial return on investment? Will it help you get more clients?
No. I don’t think so being “certified” will, necessarily, bring you more business. Whoa! Michael, didn’t you just say you have a Certified Book Yourself Solid Coach training coming up in June? What gives? I’ll tell you…
THE EXPLANATION
This is not going to make me popular with those who have created their world view around the importance or idea of certification but, in my humble opinion, many general “trade” certifications or paper degrees will not help you get clients. There is one thing, however, that makes all the difference when selling consulting, coaching or another related service — having a well-regarded, easy to sell branded protocol.
The etymology of protocol is from the Greek prot, which means “first formed” and kollan, which means to “glue together.” Making our modern definition of protocol “a detailed plan or procedure.”
That’s what your clients want to buy — a detailed plan or procedure.
THE CHOICES
It’s likely I’ve been selling coaching and consulting services longer than you have.
And, in all these years, yes, even before I become well-known, I have never been asked if I’m “certified.” Certifiable, maybe, but not certified. Before I published Booked Yourself Solid, I was, however, asked, over and over again, “How exactly are you’re going to help me get booked solid? Do you have a plan that we can follow? Do you have a protocol?” But, once the Book Yourself Solid system become established as the go-to system for getting clients, the question never came up again. The material, the system, the protocol demonstrated exactly how we were going to do it.
Getting a general certification as, say, a coach, might help you be a better coach, but it’s not going to get you clients. Unless… the certification is well-known, respected and desired within your target audience. Unless… the protocol that your certification demonstrates (and provides) is exactly what your potential clients want to buy to get them the specific results they they want.
So, as I see it, you have three choices:
You can create your own protocol which can eventually become the go-to protocol in your industry (it might take some time to do this);
You can use someone else’s already established protocol (as long as you have permission to do so); or
You can do both. Get licensed or certified in a protocol that your ideal clients know and what and, in the process, develop your own protocol that, over time, will become the go-to protocol in your industry.
If you want to use my protocol, the Book Yourself Solid system, you can.
But you need a license and I only sell 25 per year.
When things aren’t working the way you would like, you can hide from reality hoping things will change on their own or you can figure out what actually works and do that. As my colleague, Seth Godin, says, “I guess it comes down to this: if you’re having trouble persuading people to buy what you sell, perhaps you should sell something else.”
If you’re going to get certified, make sure the license allows you to sell something that actually sells.
With warmth and respect,
Michael Port
New York Times Bestselling Author of 4 Books
P.S. Keep thinking big about who you are and what you offer the world.
P.P.S. As always, it’s my deepest honor to have the opportunity to be of service to you.
From my blog: Are (any) Certifications Worth it? http://shar.es/mvxGG
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From my blog: Are (any) Certifications Worth it? http://shar.es/mvx44
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Are (any) Certifications Worth it?: THE QUESTION Recently, many thoughtful people have bee.. http://bit.ly/aOFj3j
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Are (any) Certifications Worth it?: THE QUESTION Recently, many thoughtful people have bee.. http://www.bookedsolidu.com/small-b...
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Are (any) Certifications Worth it?: THE QUESTION Recently, many thoughtful people have bee.. http://www.bookedsolidu.com/small-b...
http://www.michaelport.com
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Are (any) Certifications Worth it?: THE QUESTION Recently, many thoughtful people have bee.. http://www.bookedsolidu.com/small-b...
http://www.michaelport.com
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Great post Michael. I also wanted to mention that there is a difference between certificates of achievement (i.e. completion of required courses) and certification by an independant group of peers assessing competence with annual learning requirements to maintain the certification. Often times certificates are issued as incentives to register for a program but are no guarantee of competence. Certification by a third party assures the public of a degree of competencies met usually with study + practical applications.
Thanks for the comment Carolyn – well said. Agree with you…. and, it all depends on a) the legitimacy of the third party and b) whether the business owners’ target market cares about the certification.
- Michael
RT @michaelport: Are (any) Certifications Worth it? http://bit.ly/bJMGAE
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via @michaelport: From my blog: Are (any) Certifications Worth it? http://shar.es/mvx44 / Great Blogpost Michael, thanks!
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RT @michaelport: From my blog: Are (any) Certifications Worth it? http://shar.es/mvx44
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Thanks for the Re-Tweets.
- mp
Think u have 2 be certified to win clients?Read "Are Certifications Worth it?" http://shar.es/m7uPe Book Yourself Solid,author @MichaelPort
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Mediators, very good article about certifications from small biz marketing guru @michaelport. Worth reading: http://bit.ly/cmgdTf
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RT @tammylenski: Mediators, very good article about certifications from small biz marketing guru @michaelport. http://bit.ly/cmgdTf
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Thanks for the great post! I recently recognized that I’ve been limiting myself by not pursuing certain professional avenues because of hangups regarding certifications and degrees. Then a funny thing happened recently- my yoga instructor had to leave town suddenly, and I volunteered to take over his classes. I don’t have a yoga certification, but I KNOW yoga, and I KNOW I’m a good teacher. It’s helped me overcome some self-limiting beliefs and recognize that there’s a lot of things I can offer my clients that no certification will improve or legitimize.