THE MAGAZINE FOR TRAINERS WHO DELIVER CIEH ACCREDITED QUALIFICATIONS Spring 2009 | VOLUME 19 | ISSUE 1
020 7827 5845
Anna Howells Maintaining our position as an Ofqual-accredited awarding body requires continual
020 7827 6310 assessment and review – internal and external. We are constantly striving to improve
our procedures and, therefore, the quality of the services CIEH provides to centres and
Mick Sharp trainers. The results of our Ofqual post-accreditation monitoring audit, which took
Art Editor place last year, are due to be published soon and we have just submitted our self-
020 7827 5906
assessment return for this year. We are expecting formal approval of our position as a
firstname.lastname@example.org Component Awarding Body to be given in the summer and this will further add to our
Designers status as one of the leading awarding bodies for vocationally-related qualiﬁcations.
As well as working hard to maintain and develop our position as an awarding body
Zoë Simek we have been continuing to develop qualiﬁcations – see page 15 for information on
Rebecca Waite the new Level 2 Award in Cleaning in Food Premises.
We understand the pressures that impact on centres and trainers and the tensions
Tracy Beardwell that can exist in the dual role many of you perform as educators and business
Samuel Blake managers. It is always a challenge to reconcile competing demands, perhaps even
more so in a recession, but we believe, as Heather Harwell argues on page 3, that
Simon Gannon excellence in training helps trainers to develop good reputations and, thereby,
Kitty Gould maintain and develop business.
To support you in developing your training skills, the Events Team (see pages 10–11)
Pauline Joyce are planning a series of events designed to encourage learners to participate actively
Valerie de Kergorlay in the learning process. To ﬁnd out more about ‘brain friendly’ learning or accelerated
learning and our new DVD see pages 13–14.
Simon Gannon offers some marketing tips to steal a march on your competitors
(see page 17) and WebWatch identiﬁes a useful book and website to help good
Printed on 9 Lives 80 paper,
which is produced with 80 trainers become great (see page18).
per cent recovered fibre,
(comprising 10 per cent
In addition to a range of case studies to show you who is investing in training and
packaging waste, 10 per cent best white how training is being delivered, we include an account of last year’s Talking Training!
waste and 60 per cent de-inked waste
fibre) and 20 per cent virgin TCF fibre, Conference (see pages 8–9). Make sure you put the date of this year’s conference
sourced from sustainable forests. Printed
by the Manson Group Ltd, St Albans, Herts.
(Tuesday 1 December) in your diary now – it would be great to see you there.
Articles published in the magazine represent
the views of the authors, which are not
necessarily those of their employers. They
may be reproduced only with the permission
of the CIEH and with acknowledgements
to the magazine. The CIEH does not accept
responsibility for the accuracy of statements
made by its contributors or advertisers. The We are constantly striving to improve our procedures and,
contents of this magazine are the copyright
of CIEH, but do not necessarily represent its therefore, the quality of services CIEH provides
views. Contributions and letters to the editor
Marianne Phillips, Director of Product Development & Delivery
IN THIS ISSUE Regulars In-house training pays off Answers to your questions
2 Trainers’ news 8 Talking Training! 15 New qualification
p6 Food Safety Week Valerie de Kergorlay reports Cleaning in Food Premises
Ofqual self-assessment return 10 Events team 16 Quality assurance
3 Examination and assessment Meet our talented trio Helen Hartropp
Heather Hartwell 12 A lesson in learning 17 Promoting success
Brain friendly techniques Simon Gannon
Features 14 Profiles 18 Trainers’ noticeboard
COVER: GAVIN HERRINGTON
4 Health & Safety Jooli Atkins Tracy Beardwell
Health and safety in Arabic David Bryant 18 WebWatch
6 School dinners 19 Trainers’ events
Food for thought for youngsters Training today 20 A trainer’s life
7 Investment 15 FAQs Barry Robinson
Spring 2009 | TRAINERS’ EXCHANGE | 1
Food Safety Week – Becoming a
focus on Listeria Awarding
Following the launch of the new
14–19 Diplomas CIEH submitted
to QCA to become approved as a
Component Awarding Body (CAB).
Initial approval was awarded in
November 2007 and full approval
will be given in the summer
following a number of technical
updates to our exam processing
systems. These changes are being
made so we can communicate
effectively with the Diploma
Aggregation Service – the service
that confirms the award of a
CAB status will enable us to
add CIEH qualifications to the
Additional and Specialist Learning
(ASL) catalogues for each relevant
This year’s Food Safety Week , poisoning have been decreasing, temperature This will mean that Diploma
organised by the Food Standards Listeria cases have doubled since ● follow storage instructions on candidates can choose to take one
Agency and supported by CIEH, 2001. the label or more CIEH qualification and
runs from 15 to 21 June. Although the numbers are ● don’t eat food past its ‘use by’ put the credit gained towards their
The focus is on food hygiene relatively low, the death rate is date. overall Diploma.
advice for the over 60s, due to the higher than from Salmonella and
increasing incidence of Listeria in E. Coli O157 combined. Further information can be For further information please
this age group. The key messages are: found on the FSA website visit www.qca.org.uk
While many other types of food ● keep fridges at the right www.food.gov.uk
Ofqual post accreditation assessment
monitoring audit report As part of our regulatory
At the time of writing we are still trainers – that is, candidate ID. body, all must put measures in monitoring we are required to
awaiting the final report on our PLEASE NOTE – this is a place to confirm and record the submit a self-assessment return
post accreditation monitoring requirement of ALL awarding identification of candidates before each year, which has just been
audit that took place last year. bodies and so, contrary to the they take examinations. (See p. 16 submitted.
It has, however, now been claims of one new awarding for further information.) Part of our annual self-
checked for factual accuracy and assessment is to review various
further discussions have taken types of feedback from our centres
place to agree the final outcome. Your view counts and trainers, from comments
It appears that the final report about the registration process
will contain seven (fortunately Do you have something to say you. We want to make Trainers’ through to feedback on exam
very minor) conditions that we about Trainers’ Exchange? Exchange work for you. questions.
will need to address through an Do you have any ideas for Do please email your We actively encourage you,
agreed action plan. articles that you would like to comments and/or suggestions therefore, to provide us with
One of these conditions relates appear in a future issue? to the Editor, Anna Howells: regular comment, both good and
to an issue that has prompted a If so, we’d love to hear from email@example.com bad, on all aspects of our service
lot of feedback from centres and and products.
2 | TRAINERS’ EXCHANGE | Spring 2009
Access TX at www.cieh.org/training
Examination and assessment
An end to bad Heather Hartwell
Being a trainer – rewards
Many trainers have dual roles: as educators and as
business managers. Sometimes the concerns of the
former are overtaken by the concerns of the latter.
It is, of course, important that trainers are able to
maintain and develop their business, but efforts to
do so should be considered in tandem with efforts
to achieve high standards in training.
Learners differ in terms of their intellectual
abilities and motivation and this variation brings
Non-latex gloves can reduce hairdressers’ risk of skin conditions challenges. Good training depends on a good
relationship between trainer and learner – there
A trial commissioned by the partnership with Local Authorities should be respect on both sides.
Health and Safety Executive (HSE) and Habia (the government As trainers we take on the role of mentoring in
has shown that hairdressers can appointed standards setting body the short term, responsible for the development
reduce the risks of developing of the hair and beauty industry). of each learner’s capabilities. Mentoring requires
dermatitis and other skin The campaign encourages trainers to guide and nurture learners while
conditions by wearing non-latex more hairdressers to wear non- simultaneously exercising discipline. Although
gloves during their work. latex gloves. the trainer’s role can be seen to parallel that
The glove trials were carried out of a manager there are some significant
in 750 hair salons across 38 local For further information about differences. The learner is more autonomous and
authorities. They were organised the glove trial and the Bad less dependent (monetarily) than an employee
on the back of HSE’s well-known Hand Day campaign see We and the trainer has less formal authority than
‘Bad Hand Day’ campaign and in www.hse.gov.uk/hairdressing/ must be a manager. Skill is required to achieve the right
balance in the learner/trainer relationship.
QUALIFICATIONS flexible Research shows that HR professionals place a
and high value on training staff whatever the economic
European Qualifications dynamic
situation, which is extremely encouraging. In
times of economic uncertainty and increased
Framework competition it is essential to have a competent,
skilled workforce. What is worrying, however, is that
CIEH was invited to consult on countries. This, in turn, will training budgets are often the first to be cut when
the proposed plans to cross make the attainment of a CIEH streamlining a business operation. Our clients will
reference the new QCF levels qualification even more valuable be looking for efficiency and effectiveness from
with the European Qualifications to the individual if they are staff training. We must therefore be flexible and
Framework (EQF). normally a resident of another EU dynamic in our approach to training delivery (see
As soon as this work is country or a UK resident planning the box on the left).
completed it will add value to to work in Europe. In summary, the success of training depends
the CIEH qualifications you offer on a trainer who has the necessary experience
by supporting recognition of the For further information please and resources to facilitate, encourage and support
qualifications across European visit www.qca.org.uk learners whatever level of skills and abilities they
have, providing the individuals are willing to
participate in the learning process. Each training
The effective trainer The ineffective trainer session will bring something new.
Large experience base Small experience base Excellence in training practice helps learners to
Encouraging No encouragement given fulfil their potential and helps trainers to develop
Facilitator of learning Uncertain of role good reputations and, thereby, maintain and
Resourceful Not resourceful develop business.
Committed to the candidate No interest in the candidate For further information see ‘Staff training
Multi-disciplinary Expert in a narrow field during an economic downturn – opportunities and
Directed by candidate’s needs Driven by self-needs threats’ http://www.im-c.co.uk/en/help/resource-
Highly organised Highly disorganised center/research-reports/
Supportive Judgemental Heather Hartwell is Chief External Examiner
Spring 2009 | TRAINERS’ EXCHANGE | 3
In Arabic, in the gym and in
the health service – find out
more about who is investing in
health and safety training and
how CIEH qualifications are
Say ‘Salamaa’ to
health and safety
training in Arabic
Chartered Institute of
Environmental Health launches
first qualification in Arabic
n December last year the CIEH
announced a partnership with Safety
Training and Consultancy Services
Limited (STCS) to offer the CIEH Level
2 Award in Health and Safety in the
Workplace entirely in Arabic. The
partnership has been forged due to strong
demand for health and safety training from
Britain’s 500,000-plus Arabic speakers, as
well as Middle Eastern businesses keen to
‘ Ensuring a
adopt the CIEH’s internationally-recognised
qualifications. The availability of CIEH
STCS Health and Safety Trainer, Mabrouk
qualifications in Arabic is an safe workout
Shtewi, who successfully trained the first group
of Arabic speaking professionals said: ‘The exciting development
availability of CIEH qualifications in Arabic is he Training Co. has been working
an exciting development for all Arabic-speaking with Servicesport, a Bolton-
people in the UK and across the Middle East as available in Arabic for caterers and food retailers based company which services,
they can gain recognised CIEH qualifications and manufacturers across the UK to assist repairs and supplies leisure sports
in their own language. This ensures a full in compliance with food safety law and in equipment.
understanding in the area is achieved and it protecting consumers from the risks associated Colin Marriott, Managing
will help businesses to succeed in the long with the contamination of food. Director of Servicesport, has taken the business
term.’ Kris Murali, Managing Director of the CIEH from an idea back in 1996 to a company
The CIEH Level 2 Award in Health and Safety said: ‘I am delighted and proud that the CIEH is that services leisure equipment from John
in the Workplace is designed to ensure front line, working with STCS to ensure our qualifications O’Groats to Land’s End employing 30 staff
shopfloor and production employees understand are available to as many in the workforce as plus other associate workers. Colin understands
and champion compliance with UK health and possible. the benefits of keeping people safe and is
safety law, as well as helping them understand We have a clear commitment to improving concerned to maintain the company’s own
the main areas of risk to themselves and others. standards of health and safety and food safety health and safety arrangements:
The CIEH is already experiencing strong and by offering a wider choice of languages in ‘Leisure equipment takes a real pounding
demand for its qualifications from Middle Eastern which the qualifications can be completed, we from those keeping in shape. As my company
firms in construction and tourism looking to are helping businesses to ensure all employees grew, I recognised the need to keep the
abide by international best practice in health and reach a good level of understanding of key safety workforce in shape and safe and therefore
safety. issues.’ selected a training company to help. The CIEH
In addition to health and safety qualifications, STCS is part of the SHEilds Group and has Level 1 Award in Health and Safety in the
CIEH food safety qualifications are also offices in Hull, Dubai and Doha. Workplace has helped structure our training
4 | TRAINERS’ EXCHANGE | Spring 2009
Waltham Forest Primary Care Trust is
I recognised the need to responsible for working in partnership with
the London Borough of Waltham Forest and
keep the workforce in shape the voluntary sector to ensure that the health
and safe needs of Waltham Forest residents are met.
The Primary Care Trust serves 257,431 people
registered with GP practices in the area.
Altogether, 12 line managers within the
organisation participated in the training, with
18 more booked on a second course.
Other qualifications, such as the recently
updated CIEH Level 2 Award in the Principles
of Control of Substances Hazardous to Health
and the CIEH Level 2 Award in Principles of Risk
Assessment, are also due to be delivered.
Geoff Smith said: ‘The CIEH Level 1 in Health The training was carried out by SureTeam, a
and Safety in the Workplace course provided health and safety consultancy based in Tetbury,
a suitable introduction to health and safety Gloucestershire. It was delivered as a bespoke
for all our staff, from engineer to director. We course, tailored to the specific learner needs and
hope that improving our own health and safety environment of Waltham Forest Primary Care
arrangements will help us to secure larger Trust.
contracts in the future.’ The qualification, which is aimed at
The Training Co. has continued to work supervisors, business owners, team leaders or
closely with Geoff to ensure key points managers responsible for health and safety, is
of health and safety are embedded in all particularly relevant for people working within
Servicesports’ work processes and procedures the health sector.
to minimise the risks and, therefore, costs It is an ideal course for organisations wishing
associated with poor health and safety to uphold the moral and legal obligations to
standards. look after the health and safety of employees.
The qualification, as well as the others offered
by the CIEH, aims to reduce the
Above: All Servicesport’s full-time staff 34 million days lost overall due to work-related
have passed the CIEH Level 1 Award in Waltham Forest ill health and workplace injury in the UK last
Health and Safety in the Workplace. year.
Above right: SureTeam’s Barry Robinson PCT puts health Barry Robinson, Operations Director at
(left) and Peter Hodgson
and safety first SureTeam, said: ‘We are delighted to have been
working with Waltham Forest Primary Care Trust
to provide CIEH health and safety training to
by giving us a base to work from. All full-time mployees at Waltham Forest the line managers.
employees have now passed the exam and Primary Care Trust have been The supervisory role that they will now play
we are putting supervisors through the Level 2 furthering their commitment to the is very important in ensuring that employees
Award. Because The Training Co. was able to health and safety of themselves at the organisation stay healthy while at work.
run two courses on one day I saved money on and those they care for by The Primary Care Trust does an admirable job
the training costs and reduced the number of completing the CIEH Level 3 of meeting the health needs of local residents,
staff hours and, therefore, business lost.’ Award in Health and Safety in the Workplace and it is important that its employees are also
Servicesport’s Health and Safety, Manager, qualification. looked after.’
Spring 2009 | TRAINERS’ EXCHANGE | 5
Educating children on the nutritional value of good food has long-lasting
benefits, writes Christine Clark of Merseyside Workplace Training
ith knowledge, enthusiasm that combined the CIEH Level 3 Award in food they eat.
and confidence, school Implementing Food Safety Management During the training programme, staff
caterers can inspire and Procedures with the Level 3 Award in Supervising participated in a range of activities designed
educate children to make Food Safety in Catering. to boost confidence and develop knowledge
better food choices. The introduction of new nutritional standards in key areas – for example, practical solutions
Everyone has something to for school meals means school meals are now for dealing with food allergies/intolerances or
say about school meals. Some people reminisce subject to menu planning with nutritional special dietary requirements. Fresh Direct, a
fondly about jam roly-poly pudding, others cringe content carefully calculated. All ingredients are DNS supplier, generously donated fresh fruit
at the memory of lumpy custard, but in recent locally sourced, purchased and cooked daily. and vegetables used as visual prompts in some
years school dinners have become a focus for To continue the professional development activities and edible prizes in the quiz.
national debate – more so than at any other of the DNS’s cooks and assistant cooks, they
time in the 100-year history of the service. have all now completed the CIEH Level 2
ompleted Nutrition mentoring
Award in Healthier Foods and Special
The training programm took place
Making a difference ard
Diets. This award has helped staff over a five-day period in Christ the
Although the spotlight has sometimes been to understand how to retain King Centre for Lea
Learning, a flagship
challenging to those who work hard to the nutritional value of food, learning centre, wwhich is part of
provide school meals, it has illustrated just from purchasing ingredients
the ‘Building scho for the future’
how important quality food is to physical and through to service and to provide
programme. Suc schools are
mental development and how the health and ls
balanced meals that appeal to expected to dedeliver learning
wellbeing of children impacts on their future children. and
opportunities a to supply
health and wellbeing. School catering staff have
catering facilitie and nutrition
After decades of deskilling, school caterers are a key motivational and
onal mentoring to the community
being given the opportunity to develop their skills e
mentoring role to play in: school
beyond the scho gates.
base to demonstrate the positive contribution ● creating innovative ways to
The cooks and assistant
the schools meals service can have on the diets present foods plenty
cooks had plent of excellent
of children and young people. ● engaging with children suggestions to encourage
Knowsley Council’s Directorate of r
to make better food children
childr to try new food
Neighbourhood Services (DNS) has embarked choices and all agreed they
on a programme of training to underpin the ● educating derived an enormous
inspirational plans they have for catering services children on thee se
sense of satisfaction
in their schools. positive healthh wh
when they achieved
In 2007 every cook and assistant cook (90 benefits of thee th
in total) took part in a training programme nutrients in thee Many parents have
been inspired to buy
and to try different
The training programme took foo
food at the request of
place over a five-day period at one of the
their children, which
has been positive for
Knowsley’s flagship learning centres the wider community.
6 | TRAINERS’ EXCHANGE | Spring 2009
In-house training pays off for one restaurant group
he Proto Restaurant Group always proud when they pass an exam and receive a to present the certificates, which was a real
stays ahead of the game and nationally-accredited certificate such as the honour for me because it is great for Worthing
this time has gone the extra CIEH Level 2 Award in Food Safety in Catering.’ to have businesses that are leading the way in
mile by being ready for the new The result of all this training means the staff development.’
Scores on the Doors inspection two Worthing restaurants are true examples After the presentation the staff were treated
and point system from Worthing of commitment to staff development, setting to a reception banquet.
Borough Council. After dedicating last year to high standards for the rest of the country to The effort the Proto Restaurant Group has
the piloting of a scheme aimed at improving follow. put into training and investing in its staff has
the levels of professionalism and safety in the Andrew Sparsis is committed to having one already paid off, to the great satisfaction of
catering trade, the Proto Restaurant Group, of the best-trained and committed teams in Andrew Sparsis: ‘Our customers tell us they are
owners of two of Worthing’s top restaurants, the country: impressed with how well our staff look after
Food and The Fish Factory, is now running its ‘In the current climate customers want even them and how knowledgeable and courteous
own in-house training school for restaurant greater value for money and only those who they are. Because they keep coming back the
staff. deliver will survive. business keeps improving.’
We believe with a trained team we can offer
Professional trainers a cleaner, safer and more efficient service. We Thrilled to win
The curriculum includes food hygiene, health understand customer loyalty is built on trust, In addition to the highly valuable customer
and safety in the workplace, lifesaving and first and with our extensive training our customers satisfaction, the group has also won three
aid, fire evacuation and management training. Worthing Business Awards. Food was awarded
All courses are delivered by independent Restaurant of the Year, while the group as a
consultants such as Chichester Safety Solutions, The two Worthing whole received the Business in the Community
a CIEH-registered training centre. Award and the much-deserved Education and
As Andrew Sparsis, Managing Director for restaurants are true Training Development Award.
Proto Restaurant Group explains: ‘We only use examples of commitment Andrew Sparsis commented: ‘We were
professional trainers such as Chichester Safety thrilled to win the awards and it is all down to
Solutions, who can offer accredited CIEH to staff development, our staff.’
awards in food safety and health and safety, setting high standards Louise James added: ‘Since we won the
and the staff who gain the qualifications are awards we have had a significant increase
very proud of their success – and rightly so!’ can feel confident every effort has been made in the public becoming members of our
All 50 employees at the two restaurants for their dining experience.’ restaurant club. This clearly shows that
have passed the examinations for their chosen Such is the commitment of the Proto investment in staff training really does
subjects, an achievement made all the more Restaurant Group that Andrew Sparsis went increase business.’
remarkable by the fact that 13 different a step further and arranged a certificate All in all, in the restaurant industry, the
nationalities are represented within the group. ceremony to show his team how proud he was secret of a successful cocktail is as easy as a
Louise James, Food Restaurant Manager, of their achievements. shot of staff training mixed with a dash of
said: ‘Our staff really appreciate the training Worthing Town Centre Manager, Sharon management investment and a zest of team
and investment we make. Many do not have Clarke, attended to present the certificates and commitment – the whole topped with CIEH-
English as their first language and are very prizes to the employees. She said: ‘I was asked accredited qualifications. Enjoy!
Spring 2009 | TRAINERS’ EXCHANGE | 7
Far away from her homeland of France, Valerie de Kergorlay casts a Gallic eye over…
ecember 2008, Marble Arch. (unless they involve shoes, rugby or CIEH a weak link as I thought as our team, Santa’s
Winter has definitely settled qualifications…). Elves, win the quiz. We collect the highly valued
over London and, far away from The games kick off with the ever-popular prizes, including a series of food safety and
home, in my head I am singing, TV quiz and its many trick questions and even health and safety books, brand new activity-
‘I’m an alien, I’m a legal alien, trickier answers. It goes right over my head, but based workbooks and a particularly popular tin
I am a French girl in London…’ since I’ve decided to settle in the UK, I make a of sweets, which is very swiftly emptied.
Walking from Regent Street and its famous mental note to watch more TV so I might fit in
Christmas decorations, I know the CIEH events better at future social events. Busy day to come
team will be buzzing with excitement. It is The main course is served, promptly followed Dinner is coming to an end with the raffle,
my first time at Talking Training! and, having by a celebrity impersonation challenge sponsored by British Egg Information Services
worked for months on the promotion of this revealing the hitherto hidden talents of some with profits going to the charity Water for
event, I am looking forward to seeing everyone colleagues to impersonate Spider-Man and Kids. The lucky winners leave with champagne,
in action. Margaret Thatcher, to name just two. scented candles and boxes of chocolates
while Water for Kids will receive a donation
Elegant and spacious
This year’s event is once again up to the CIEH’s An informative, action- The evening is slowly winding down and
high standards. A beautifully refurbished venue, guests and organisers start making their way
the Victory Services Club, offers a relaxed yet packed day with good out, with thoughts on the busy day to come.
functional setting. The elegant and spacious opportunities to network In the morning, after a swift cup of tea, we
theatre-style conference hall helps delegates all join CIEH Director of Product Development
to focus on the main presentations while the with other trainers & Delivery, Marianne Phillips, for her welcoming
lovely decorated dining room, with its own bar speech and short introduction to the rest of
and round tables, brings a joyful Christmas The evening mixes food and fun, wine and the day.
spirit to the social evening. games, the mood is light and the laughter Having seen the master networker and all-
The latter is starting with welcome drinks loud and I can’t help but wonder what state round socialite in action the previous night, I
while everyone mingles, exchanging news everyone will be in the morning. learn very quickly that Marianne’s professional
about their training experiences and the The ultimate team game of the evening and friendly touch has become a defining
bargains to be had on Oxford Street. Only the is the much-feared ‘Against the clock’ round. feature of Talking Training! and I can see
call to dinner seems a good enough reason for Tension reaches a peak when each team why.
the conversations to p porarily.
pause temporarily. chooses a representative to face Paul and The first plenary session of the day relates
Sitting down to dinner, before I know it, I his dreaded watch. Mouths are dry, tongues to the ‘Success for All’ targets and their impact
am part of a team. Professional entertainer, tangled, words jumbled up. The human brain on the training and teaching sectors. Following
Paul Farris, announces the programme for works in mysterious ways under pressure as an overview of the current situation in the
the evening – each table is to participate in a evidenced by some unusual answers. But hey – UK, Rebecca Rhodes outlines the challenges
series of games. I instantly feel sorry for the that’s the point, isn’t it? to overcome and the objectives set for 2020.
guests at my table since I am useless at quizzes As it turns out, I haven’t been as much of There is a lot of ground to be covered but the
0 TRAINERS’ EXCHANGE Spring 2009
10 | TRAINERS’ EXCHANGE | Spring 2009
TR NEER XCH NGE
opportunities presented are clear for delegates
to consider and discuss during the refreshment
as addressing a variety of learning styles.
Over lunch, feedback from delegates on the
friendly or accelerated learning, this session
has been much awaited. I begin to realise
break. morning presentations is positive although, that training requires more than just extensive
I mingle and meet trainers who are always with such an exciting programme, the main subject knowledge: excellent people and
happy to chat, gathering valuable feedback. regret is not being able to attend all the communication skills are, in fact, what makes a
Everyone I talk to confirms my impression – the sessions on offer. good trainer great.
event has started off really well. Everyone has On, then, to the afternoon sessions… And then the conference is over, delegates
their own objectives when attending Talking David Denton and his colleagues from are on their way back home all over the country
Training! and most have already selected the CIEH Business Development team talk us and, in the hall, the set is being removed and
their next session from the two to choose through the latest developments in e-learning made ready for the next event.
from. and its future possibilities for trainers. I am getting ready to leave as well. It has
I am curious to see which of the food safety Jooli Atkins entertains us with a highly been a long day, but Talking Training! 2008
and health and safety updates sessions will win interactive session. Being put in the shoes of a presented a fantastic opportunity to find out
the popularity contest. Once both sessions have learner helps us all to see training in a different more about training and, more importantly,
started I note that the spread is quite even so light. about CIEH trainers, their expectations, their
neither Jenny Morris from CIEH or Geoffrey needs and their requirements.
Podger from the HSE win over the other, but Warm reception It was a truly memorable experience and
both certainly win over their audiences. Marianne Phillips presents new CIEH I am very much looking forward to Talking
Forty minutes later a very enthusiastic, qualification and product development, which Training! 2009 – by when my specialist subject
updated group of trainers is enjoying another receives a warm reception from the audience. will be ‘The history of British Television 1953 to
refreshment break. Talk is dominated by Neal Stone introduces the concept of the present day’!
speculation about the meaning of ‘social Corporate Social Responsibility (CSR), covering
marketing’. I think this session is going to be three pressing issues: environmental protection, Talking Training! 2009 will be held on
very popular and, having met Ken and Sue globalisation and business and social Tuesday 1 December at The Lowry Hotel
Peattie from Cardiff University earlier on, I am standards. in Manchester.
really looking forward to it, too. The day finishes with Stella Collins and her The social evening will take place on
After a comprehensive overview of the valuable training tips. Centred around brain- Monday 30 November.
fundamentals of social marketing, it is much
pp y aining.
clearer to see how to apply it to training.
Jane Farrell from Equality Works
demonstrates how equality and diversity issues
extend beyond legal compliance and human
resource management and can impact on all
areas of an organisation. Jane presents a range
of training materials and methods to provide
interest, involvement, pace and texture as well
Spring 2009 | TRAINERS’ EXCHANGE | 9
he events team develops and provide legislative updates and professional Singapore working both on stage and behind
deliver more than 70 conferences development courses for both the CIEH trainers the scenes as a stage manager.
and workshops a year for CIEH and EHPs to ensure both these audiences
trainers and CIEH Environmental remain at the forefront of their professions. Dislikes:
Health Practitioner (EHP) members. irresponsible behaviour, intolerance of others,
The majority of these events are Likes: and grey squirrels.
aimed at providing trainers with essential tools good food – whether its eating in or out and
to deliver CIEH qualifications and provide growing her own vegetables Tinssae Yirtaw
opportunities for trainers to expand their travelling and diving in sunny climates. Events Administrator
qualification portfolios. After travelling and living abroad in cities such
The team works closely with the CIEH Dislikes: as Addis Ababa, Nairobi, Washington DC,
policy department and alongside the airport check-in queues (any queues really) and Tinssae finally settled in London. After working
product development team to make sure low-flying pigeons. in the events division of Cancer Research UK,
the events programme covers key issues and Tinssae discovered her passion for the fast-
delegates’ needs are met. All the conferences Emelie Bratt paced environment of events.
and workshops offer essential Continuous Events Organiser Tinssae joined the CIEH events team
Professional Development (CPD) points on Emelie joined the CIEH events team in January six months ago and provides the essential
topic areas as diverse as food safety, conflict 2008 and quickly immersed herself in her administrative support for all the events the
resolution and manual handling as well as role as the Events Organiser. Most of her CIEH produces. From processing booking forms,
for the annual conference for trainers, Talking professional life has been dedicated to the to ensuring delegates get all the necessary
Training! events industry, having most recently worked information including badges and handouts,
as a conference producer for London Business Tinssae is also responsible for making sure all
Nikki Pearson Conferences, producing public sector events. delegates receive refreshments and as well as
Events Manager Emelie’s responsibilities at the CIEH include their delicious lunch.
Nikki joined the CIEH events team in 2005 developing original programmes to reach new
after setting up and managing the events audiences as well as producing conferences Likes:
team at Campden Publishing Ltd, specialising and workshops tailored to best meet the needs travelling, going to the gym, Audi TT coupe
in conferences and exhibitions for the Practice of the CIEH trainers and CIEH EHPs. and Ethiopian food.
As well as being responsible for the smooth Likes: Dislikes:
running of the events team, Nikki develops exploring the wilderness, mountain ranges, rude people, the Victoria line tube during rush
new event ideas and looks for opportunities to forests, dancing – especially enjoyed time in hour, spiders.
Meet the talented trio who make up our Events team. Photograph Andy Butterton
10 | TRAINERS’ EXCHANGE | Spring 2009
CIEH CPD POINTS
TO FIND OUT
BOOK ONLINE ‘We are a small and efficient
team which continually strives
to produce informative, relevant
‘I love my job in pa
and engaging events to ensure rt because
of the great team I
our trainers are provided work with,
but also I really enjo
with essential professional y meeting
delegates who com
development opportunities and e from such
at the same time best value varied backgrounds.
for money.’ Tinssae
‘Since joining the CIEH te
I have not only been give
the opportunity to build on
wide range of well-establish
events, but also to develop
events in such a variety of
NTS Spring 2009 | TRAINERS’ EXCHANGE | 11
Spring 2009 TRAINERS’ EX
A lesson in learning
s a CIEH registered trainer, how the essence of brain-friendly learning (a Visual (seeing and reading)
did you learn what you teach to development from accelerated learning) – a Auditory (listening and speaking)
other people? I expect most of system designed to help people to learn and Kinaesthetic (touching and doing)
it wasn’t from lectures or ‘death retain more by using the whole of the brain. The theory is that most people have a
by PowerPoint’. Those who help Much research has been conducted into how dominant or preferred learning style and, when
others learn often say teaching is people learn and what supports and inhibits these are identified, it is possible to design
the quickest way to learn something, because this process. VAK theory is popular in the learning methods and experiences that match
it requires you to process information actively accelerated learning community. The acronym their preferences. So for example:
to produce an output – knowledge. This is describes three ways of receiving information: Visual learners will be engaged by the use of
12 | TRAINERS’ EXCHANGE | Spring 2009
flipcharts, demonstrations, films, etc. learners appear ‘turned off’, disengaged or
Auditory learners will be engaged by ‘difficult’.
discussions, sounds, noises, etc. The benefits of adopting brain-friendly
Kinaesthetic learners will be engaged by learning are simply the reverse:
practical hands-on experiences. ● learners adopt an active role so learning
In practice, most of us use a combination of takes place at a deep level and is retained
the three learning styles to learn. ● trainers and learners are engaged and
Brain-friendly learning emphasises the active inspired
processing of information rather than passive ● learners are ready to tackle any topic – so
absorption. In its simplest form it is about: you attract more custom for your training
● creating a learner-centred environment – programmes and your courses are full
physical and psychological ● learners are energised and willing to engage
● applying knowledge of brain functions ● trainers develop confidence in their abilities Food Safety Shorts DVD
● using a well-honed learning design and as learners are demonstrably satisfied.
This DVD provides you with six short films
● inspiring innovation and participation in Training aids and animations to insert into your training
learning. So brain-friendly learning can do wonders for programmes. Designed for flexible use in a
learning, but delivering training based on this variety of contexts and developed to aid all
Professional development approach may not come naturally to everyone. types of learner, each film consolidates key
The Brain Friendly Learning Group is a The thought of trying out alternative means points of food safety.
professional development group with a mission of delivery can seem daunting when faced DVD ONLY
to transform training, particularly if it is tough, with the relentless pressures of preparing a
technical or tortuous. We recently compared variety of learners of all abilities for an exam £39
the outcomes of a technical training session in a short space of time. The main barrier to
for trainers based on a conventional didactic implementing brain-friendly learning often lies
approach with a brain-friendly learning in the trainer’s confidence in his/her own ability
approach. What we found surprised even the to create interesting, relevant and practical
experienced trainers who took part. ways to engage learners.
While sitting and listening, even though
interested and taking notes, the trainers
reported slipping into passive mode, accepting Learners are ready to SIMPLY CLICK AND PLAY
what they heard and asking few questions.
When tested, the trainers recalled most of the
tackle any topic – so you
Six bite-sized films and animations:
information, but weren’t confident they would attract more custom for • Hand washing
remember the information in the long term, or
that they could apply it in practice. The trainers
your training programmes • Clean as you go
realised this is how many of their learners • The six stages of
probably experience ‘learning’. For this reason, the CIEH has been wet cleaning
In the brain-friendly learning sessions, the developing a set of new training aids and • Binary fission
trainers actively and physically explored the events to support trainers in encouraging active • Danger zone
same technical information and, this time, participation in the learning process.
• Fridge loading
reported feeling motivated, inspired and eager The training aids being developed include
to discover more. activity-based workbooks, DVDs and card Instructional and
The quantity and quality of questions games. The training aids offer a means of entertaining, CIEH
increased dramatically, demonstrating that the developing a more interactive, learner-centred Food Safety Shorts
trainers were applying the learning to their own delivery. The items can be used in conjunction provides high
situations. They were so involved in learning with each other or independently to support quality content
they realised they’d had little time to reflect on learner’s needs. and sound that is
how they’d learnt, but were far more confident The range takes into account the fact that compatible with most DVD formats.
they would remember what they’d learnt, CIEH trainers have to impart vast amounts of
and had multiple ideas about how it could be detailed, technical knowledge in a short space To order this DVD call 020 7827 5900
applied. of time and that groups can include learners
from a wide variety of backgrounds and with a
Brain-friendly learning wide range of abilities.
So, what are the benefits of introducing
brain-friendly learning into your training To purchase CIEH training aids visit the RECRUITMENT
programmes? Let’s start by looking at some shop at CIEH. The CIEH events team is
of the consequences of not adopting brain- working with the Brain Friendly Learning
friendly learning – these are: Group to create bespoke events for CIEH CIEH Level 3 Award in Preparing to
● learners adopt a passive role so learning trainers. This series of one-day training
takes place at a superficial level and is rapidly seminars will unravel brain-friendly learning
Teach in the Lifelong Learning Sector
forgotten concepts and equip you with the essential Moderators and second markers
● trainers and learners can get bored and feel tools to use to reinvigorate your training. The CIEH needs to recruit moderators
and second markers for the assignments
● learners continue to regard topics as too If you would like further information about
difficult – so you fail to attract customers for these events, or would like to register your to be submitted as part of the new
your training programmes and ‘no shows’ and interest in these events, please contact CIEH PTLLS award.
cancellations are more common firstname.lastname@example.org
● learners are either apathetic or challenging, To request further information
particularly when courses are mandatory To find out more about brain friendly about either role, please email
● trainers lose confidence in their abilities as learning visit www.braininbusiness.com Gavin Herrington email@example.com
Spring 2009 | TRAINERS’ EXCHANGE | 13
Profiles Jooli Atkins & David Bryant
Meet Jooli, who has a unique approach to training trainers and consultant David, whose experience
and expertise has made him an influential figure in the world of health and safety
Jooli Atkins trainer training programme, David awarded a MA in Health and
will become a Excellent Learning Facilitation, Bryant is an Safety Law and Environmental
familiar face which incorporates the best of independent Law. Much of his career has
to health and accelerated learning techniques occupational been dedicated to the continued
safety trainers in a structure that allows health development of various tools to
this year as performance to be enhanced and safety assist in delivery of health and
she will be whilst learning is made enjoyable consultant safety courses. The latest project
co-delivering and effective. Excellent Learning having spent David is producing is an online,
our series of ‘Health and safety: Facilitation techniques have over 25 years working in health, interactive health, safety and
inspiration through interaction’ been used to great effect in a safety and well-being in local and well-being learning tool for the
workshops. With more than 25 wide range of organisations from central government and the private new vocational Diplomas.
years of experience under her belt Dubai Ports in Southampton to sector. When it comes to health and
working as a trainer, the last 10 Yahoo! in London transforming the He has established himself as a safety David is widely recognised
being focused on training trainers, way training is delivered in ‘dry’ trusted advisor for many reputable as an influential figure as well
Jooli is the founder and subjects, such as IT and health organisations including the CIEH, as a highly-skilled trainer who
MD of Matrix FortyTwo Ltd. and safety to any audience. NEBOSH, Edexcel and others in has worked throughout the UK,
Jooli’s passion for developing Those of you who attended developing their training courses. delivering a wide range of bespoke
trainers culminated in the Jooli’s session at Talking Training! David has specialised for the past training.
development and delivery of 2008 will, no doubt, recall how her 15 years in education, training He has a particular interest in
Matrix FortyTwo’s innovative creative flare added to the delivery and learning. In 2004 David was the effectiveness and impact of
and learning process. Her training training and methods to achieve
style is based on ‘structured the best results. Attendees at
Her training style pragmativity’, a unique blend of David has a this year’s CIEH ‘Health and
is a unique blend pragmatism and creativity within particular interest in safety: inspiration through
a structured event, which forms interaction’ workshops will have
of pragmatism the basis of this year’s CIEH
the effectiveness and the opportunity to learn from his
and creativity health and safety workshops. impact of training experiences and expertise.
Practice makes perfect – transforming the
delivery of manual handling qualifications
New one-day workshop covered in the programme include principles and the challenges – Principles and Practice and is
how to lift, carry, pull and push involved. The majority of the day therefore ideally placed to deliver
was a big success say objects safely – designed to help is spent identifying and correcting the training workshops. Matthew
those who attended prevent workplace injuries and poor handling practice and Trigg, a senior ergonomist
deliver good practice guidance to acquiring the methods needed with over 17 years of practical
your clients. to teach practical techniques experience designing and
In autumn 2008 the CIEH Due to the new practical effectively. The training pack implementing manual handling
launched a new qualification, the training and assessment elements for the CIEH Level 2 Award in solutions, works alongside Orla to
CIEH Level 2 Award in Manual we acknowledged that our CIEH Manual Handling – Principles and ensure delegates receive as much
Handling – Principles and Practice. trainers might require training Practice is used throughout the practical experience as possible on
This full-day programme allows on the additional skills needed in day as delegates work through the day.
learners to get to grips with the order to qualify to deliver the new the assessment activities, ensuring
theory and then to be taught and qualification. Working together, that they can leave the workshop ‘A dynamic team presentation
tested on the practical elements of the product development and with all the essential knowledge where the trainers clearly
manual handling. event teams researched and and skills required to train for the conveyed the practicalities of
produced a series of workshops award. manual handling techniques.’
‘Thank you very much. I especially designed to support Jan 09 delegate
have learned a lot more than trainers. Who are our trainers?
expected. I really enjoyed the Orla O’Reilly is an experienced Demand for these workshops has
day and it was one of the best ‘The course is exactly what is and accomplished trainer who been so great, we have added
courses I have been on.’ being requested by our clients.’ has developed and delivered more dates later in the year
March 09 delegate Jan 09 delegate various handling sessions for (see www.cieg.org/events).
a wide variety of sectors. She
The major change to the By attending a one-day workshop was also heavily involved in the If you have any ideas for
qualification is the practical delegates start off by refreshing development of the new CIEH events, please email Nikki
element – for example, techniques their knowledge on safer handling Level 2 Award in Manual Handling Pearson firstname.lastname@example.org
14 | TRAINERS’ EXCHANGE | Spring 2009
New cleaning qualification
We are proud to announce the contamination. risk of cross-contamination and
launch of the new CIEH Level Of the 4Cs, cooking and chilling the incidence of food poisoning
2 Award in Cleaning in Food are more within the control of (particularly that caused by
Premises. food handlers, but cleaners in Campylobacter, Norovirus and E.
Under Regulation (EC) No. food premises can contribute coli O157, all of which have low
852/2004 on the hygiene of food significantly to controlling food infective doses). As evidenced
stuffs Annex II, food business safety hazards and risks associated in ‘The Public Inquiry into the
operators are required to: with cross-contamination and September 2005 Outbreak of E.
● keep food premises clean and cleaning. coli O157 in South Wales’ (http://
maintained in good repair and Cross-contamination is one wales.gov.uk/ecoliinquiry/?lang=en),
condition of the most common risk factors effective cleaning is essential to get
● ensure that any articles, fittings reported in outbreaks of food rid of harmful bacteria and stop
and equipment that come into poisoning. Recent research has them spreading to food.
contact with food are effectively shown that cleaning in food The CIEH Level 2 Award in
cleaned and, where necessary, premises often fails to meet Cleaning in Food Premises is
disinfected with sufficient acceptable standards and poor designed for anyone whose job it is
frequency to avoid any risk of cleaning is linked to an increased to clean food premises. It is based
on a one-day training programme
covering the following topics:
● the importance of cleaning in
● preparation for cleaning
● cleaning methods and
Fre que ntly asked que stio ns processes
● cleaning standards and
How do I find out if I am various foreign languages. If Centres may retain stock Candidates will be assessed by
qualified to register as a you require multiple choice securely of all CIEH a 30-MCQ exam paper and the
CIEH trainer? exam papers in a language examination materials award has been Ofqual accredited.
Trainers need to register we do not currently offer, except Level 4 examination There is a training pack and course
with us for each subject you can take advantage papers, which are changed booklet to support training delivery.
they wish to deliver, in order of our on-demand foreign at intervals to preserve the
to ensure that all trainers language service. For a integrity of the qualification. To find out more about this
meet the same criteria for minimum order of 100 papers new award contact Customer
CIEH qualifications. Details we will translate any Level How should results Services on 020 7827 5800
of our trainer registration 1 or Level 2 multiple choice be submitted? or visit our website
requirements and the examination papers into any All Answer Information www.cieh.org/training
trainer registration form are language you require. For Sheets or Candidate
available at www.cieh.org/ Level 3 the minimum order is Assessment Records should INSIDE ‡
customerservices. 200 exam papers. be sent by registered post to
To register, simply send If you would like to place the CIEH together with the P16 QA
us a completed registration an order or require any relevant summary/results P17 MARKETING
more information on foreign sheets. Mark the envelope
form, any copies of relevant
certificates and the papers, please call Sales on
applicable registration fees. 020 7827 5900 or check our Please photocopy all P18 WEBWATCH
website on www.cieh.org/ examination support P19 EVENTS
Do you offer examination languagepapers documents before sending P20 TRAINER’S LIFE
papers in foreign languages? to the CIEH and keep these
The CIEH offers many Can I hold stocks of CIEH until the results have been
examination papers in examination materials? received.
Spring 2009 | TRAINERS’ EXCHANGE | 15
Quality assurance Helen Hartropp
Is someone who they say they are? Your questions answered on this ‘hot’ topic
The requirement for trainers/ ● foreign identification card
centres to confirm and record the ● work identification
identification of candidates before ● rail card
they take examinations was first ● student union card
communicated in TX 18 (3) and ● EU card
has generated much discussion ● proof of age card
and many queries since. I hope ● disability card.
this article will clarify how trainers/
centres can best comply with this How should the invigilator
requirement. record the ID?
Centres can decide how they
The requirement wish to record the candidate ID
Trainers/centres must take the presented and should provide a
necessary action to be able to form for the invigilator to record
confirm to the awarding body this information. It is not required
that the candidate being awarded to keep a copy or particular
a qualification and receiving a details from the photographic ID
certificate as proof of this award, presented, but invigilators should
is who they say they are. Trainers/ record the name of the candidate
centres need to make a record assured of this. What actions should centres and type of photographic ID seen
of how they have done this for Here are some frequently take? (e.g. passport) or make a record of
each candidate/course. These answered questions about the All centres should: the name and status of the person
records need to be retained for a candidate ID requirement: ● revise joining instructions to who identified the candidate.
minimum of three years. make clear the requirement for The invigilator must make
Why do CIEH have a candidate candidate ID and to state if this a record of the means of
How to comply ID requirement? is not supplied, the candidate will identification on the day of the
Trainers/centres need to ask how It is an Ofqual requirement not be able to sit the examination examination, not before or after,
they can ensure that candidates imposed on all Ofqual accredited ● inform invigilators of their and sign to confirm that the
are who they say they are. awarding bodies regardless of responsibilities candidate’s ID has been checked.
If the trainer has never met the claims of some awarding bodies to ● provide forms to record the It is the invigilator’s responsibility
candidate before, he/she will have the contrary. identification seen to guard against the possibility of
to provide photo identification. ● store records for a minimum of identity theft or examination by
If the candidate is, however, Where is the CIEH procedure for three years. proxy.
personally known to the trainer, the this requirement? Evidence of these actions now Please note: the CIEH is planning
trainer can confirm the candidate’s The new measures came into form part of the audit process. to provide space for candidate
identity for the record – for example effect in October 2008 and are in ID information to be included on
as ‘candidate’s ID confirmed by two of the procedures in the CIEH What is the responsibility of the answer information sheets and
the trainer’. If the candidate is Procedures Manual (a copy can be invigilator? candidate assessment records.
not known by the trainer but is downloaded from www.cieh.org): We require that identity of
introduced to the trainer personally candidates can be checked on the What happens if candidate
by a client – for example the Procedure for Training Delivery day of the examination by the identification cannot be
candidate’s employer, school, etc. – 4.2.2 invigilator referring either to some confirmed?
then the trainer can choose to take Candidates should be informed form of photographic ID, or a The procedure for candidate ID is
the word of the ‘client’ and confirm that proof of identity (for example ‘person in charge’ (trainer or client) designed to be flexible while at the
the identity of the candidate a passport or full UK driving who vouches for the candidate’s same time ensuring invigilators
for the record – for example as license) is required to take the identity. have taken all reasonable steps to
‘candidate’s ID confirmed by the examination. The identification must be ensure candidates are who they
client’. made in person on the day of the say they are on the day of the
Ultimately, the trainer/centre Procedure for Examination and examination. The invigilator should examination.
remains responsible for confirming Assessment 3.2.1 make a contemporaneous record of If it is not possible to confirm
the candidate’s identity and must Prior to the start of examination/ the means of identification. candidate ID on the day of the
take all reasonable steps to be assessment invigilators must examination the candidate cannot
ensure that they carry out What types of photographic ID be permitted to sit the exam.
adequate checks to confirm the can be accepted?
The identification identity of all candidates (a record Some examples of the types Answer any further queries?
must be made in of the proof of identity provided of acceptable photographic If you have any further queries
by each candidate for each identification are as follows: about candidate identification,
person on the day examination must be kept for ● passport – UK or EU or other please email customerservices@
of the examination three years). ● driving license cieh.org
16 | TRAINERS’ EXCHANGE | Spring 2008
Promoting success Simon Gannon
The CIEH’s strategic marketing manager with advice on marketing in challenging times
How to market in a recession
to the recession by reinforcing
elements of their brand like trust,
tradition and a personal touch to
reassure customers who might be
losing faith with large companies.
Businesses that rely on face-
to-face contact (like training
organisations) have a great
opportunity to reinforce trust, too.
Remind customers of the
quality of your services with
testimonials, show them you can
adapt to changing circumstances
to demonstrate your flexibility and
explain what value you can bring to
Follow the money
Getting paid on time is always
important, but never more so
than in a downturn. It may seem
harsh to consider not selling to
customers who don’t pay, but in
the long run this could save your
business. If your business can offer
improved credit terms, this might
help certain customers to continue
In an economic downturn, some will concentrate efforts on buying from you in the short term
will batten down the hatches to
ride out the storm, but others
will take the opportunity to be
commercially bold in response
to the challenge. Whatever your
approach, here are some tips.
customer retention rather than
on gaining new customers. This
less risky strategy will also result in
greater efficiencies in your spend.
It has been well documented that
customer acquisition typically
costs five times more than
‘ Don’t carry
on as usual – the
and engender long-term loyalty.
Above all, stay positive
When asked what he thought of
a previous recession, Walmart’s
founder Sam Walton said: ‘I
thought about it and decided not
Don’t stop marketing maintaining an existing customer Keep talking to participate’.
The London Business School base. Another factor to remember Buyers are taking longer to make
have proved that companies is that the higher your retention decisions about their purchases Dos and don’ts
that cut promotional spend in rate, the less you have to spend on at the moment. This might be ● Do draw up a detailed
the short term end up losing acquiring customers. because they are exercising more marketing plan based on lower
out in the long run. Evidence With an 80% retention rate, caution, finding it more difficult budgets
suggests that organisations that your customer base needs to be to get approval from senior ● Do word your plan so that it
maintain marketing spend during replaced every five years and management or they are just makes financial sense
a recession increase market share with a 90% retention rate new waiting for a better deal. Get on ● Do cut out vanity projects that
at the expense of those that cut customers only need to be found the phone, set up a meeting or have no perceptible return
spend. Maximise the potential every ten years. even send an e-mail – anything to ● Do negotiate for a better deal
that a downturn offers by using keep you and your services in the ● Do calculate what delivers the
more responsive marketing Take careful aim front of their minds. When you do best return. Focus your efforts on it
techniques such as e-mail, direct As well as focusing on existing speak to the buyer, find out how ● Don’t panic or get angry
mail and the web so you can clients, you should also consider business is going, what constraints ● Don’t forget why commercial
monitor the results of your spend targeting your best customers. they are under and whether marketing exists – to make money
and then justify investing more You can define ‘best’ by most company policy is changing. ● Don’t carry on as usual – the
(or less) with some conviction. The loyal, most profitable, those with If you can, adapt your offer to recession demands your attention
costs of these methods are easier the most potential or simply meet these new expectations and ● Don’t base success on how
to control, allowing you to switch those that spend the most money reinforce the value you were able well your campaign is received in
tactics accordingly. with you annually. Reward these to offer when times were good. media circles
customers with bespoke discounts ● Don’t flog dead horses – be
Refocus your marketing that the rest of your customers Stay friendly prepared to change quickly if
In a recession, many organisations don’t get. Big consumer brands are reacting you’re not getting the right results.
Spring 2009 | TRAINERS’ EXCHANGE | 17
Trainers’ noticeboard Tracy Beardwell
Our Customer Services staff are 0207 827 5900 is the best way
keen to provide you with the to place your order and arrange a
support, information and advice delivery date and time in one go.
that you need to deliver training You will also find out about the
for CIEH qualifications. Here are latest money-saving deals that are
some points to note. on offer.
Faxed orders often fail to come
eXchange through clearly enough, so please
eXchange e-newsletter provides orders by phone.
you with relevant and topical
stories, to help you in your Photocopied assessment
business as well as in the training documents
room, and important CIEH Photocopied assessment
updates. eXchange is e-mailed documents are prohibited except
out twice a month – one issue where prior authorisation has
focusing on food safety and the Here to help: the sales team can advise on the best deals available been granted and confirmed in
other on health and safety. writing. Authorisation is subject
To subscribe (free of charge) visit certificates for this qualification £5 (saving £15 per delivery) to approval and will not be given
www.cieh.org/training/exchange after 31 July 2009. +14 business days to accommodate short-notice
FREE courses or to allow for additional
Old-style manual handling Credit crunch candidates. A copy of the written
papers We are pleased to announce that New payment terms authorisation, quoting the
A reminder that CIEH no longer we have reduced the price of all We now offer CIEH registered authorisation number, must be
supplies the old-style, trainer- UK deliveries of CIEH training trainers and centres 60 days submitted with results.
marked 20-MCQ exam papers, materials as follows: (rather than 30) to settle invoices. The CIEH reserves the right
for the CIEH Principles of Manual 1–3 business days to not process photocopied
Handling Certificate and will stop £10 (saving £30 per delivery) Placing an order assessment documents submitted
processing results and issuing 4–14 business days Calling the CIEH Sales team on without authorisation.
The ideas that have helped the world’s biggest companies could help you too
Five principles to turn good to great
As well as surfing the net for The website’s laboratory section the larger goal of building a great
information WebWatch also likes explores the five key principles of company.
to read books. Recently WebWatch Collins’ theory: To help you get a deeper
bought a copy of Good to Great Building a vision – a core understanding of the principles
by Jim Collins. This book explores ideology that stimulates change. outlined you can download a
why some companies make the It is an understanding of the three-page guide. From there, if
leap to greatness and consistently difference between what should you like what you see and think
outperform their competitors and never change and what should be you can start to apply some of the
why others don’t. The book and its open for change. ideas to your company, you can
author have such a following in the Your hedgehog concept – use a diagnostic tool to analyse
business world there is a dedicated gaining an understanding of the your current business position and
website to the title which will one thing you can be the best at work out how to start implementing
give you valuable insights into ‘The fox knows many things, but the principles that will help you
what these companies do that is the hedgehog knows one big thing.’ generate more revenue.
different and how you can apply Confronting the brutal facts The book and the principles
them to your business. – facing head-on the hard truths were the product of many years’
The website jimcollins.com is about your business, and finding a research conducted at Stanford
nicely laid out and you can easily way to prevail. University. The sheer thoroughness
assess the free articles, sections Collins shares business secrets First who then what – get rid and fact-based content makes
from the book and audio clips of the wrong people, find the right this one of the best business
of lectures, making it a fantastic your training business. Well, the ones and then use them to figure guides around. The website has
resource for all businesses. principles laid out from the research out the best path. some really interesting and useful
You may wonder what massive can be applied to the smallest Level 5 leadership – Level 5 information you can easily apply to
corporations such as Gillette and company or even on a personal leaders channel their ego needs yourself and your business.
Pitney Bowes have got to do with level. away from themselves and into Log on and have a look.
18 | TRAINERS’ EXCHANGE | Spring 2009
Trainers’ Events for up-to-date details of all events
Contact: Pauline Joyce,
Herts & Beds Eastern North East
16 October 12 November 15 October
Welwyn Garden City Norwich City College Gateshead CC YOUR
Contact: Sue Foster
Contact: Simon Johnson-Cook
Contact: Amanda Cable
28 May North West
Middleton Railway, Hunslet East Riding College 27 October YOU
Contact: Cedric Wood Contact: Jaqui Graham Mere Hall, Bolton
email@example.com. Jaqui.graham@ Contact: Sarah Keating
co.uk eastridingcollege.ac.uk firstname.lastname@example.org
enter wyforum in subject line
East Midlands London New interactive web page
South East 18 November 9 December If you are interested in working
11 November Nottingham London South Bank with CIEH to organise a regional
Kings Hill, West Malling Contact: Kevin Ward University event, please visit the new
Contact: Linda Deppe email@example.com Contact: Alison Jones interactive web page for trainers’
Linda.firstname.lastname@example.org email@example.com forums at www.cieh.org/forums.
or Jane Heeley South Wales
firstname.lastname@example.org 18 June & 23 October A change to forum notification
Valleys Innovation Centre, From July 2009 programmes for
Northern Ireland Rhondda Cynon Taf forums will be sent by email and
3 November Contact: Ann Williams not by post.
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Practical and essential updates for your candidates
It is recommended that all candidates who have
taken the CIEH Level 2 Awards in Food Safety
(catering, manufacturing or retail) should take a
refresher course three years after completion. The
new CIEH Level 2 Awards in Food Safety Refresher
enable all candidates to update their food safety
knowledge quickly and easily.
The new CIEH Level 2 Awards in Food Safety Refresher can be
delivered in two ways. Visit to find out how
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Spring 2009 | TRAINERS’ EXCHANGE | 19
Trainer’s life Barry Robinson
He likes a challenge, that’s why Barry has got his sights set on America’s finest
‘I want a slice of The Big Apple!’
and sport are particular interests
Who (real or fictional) would
you most like to have in a
training session, and why?
Gordon Ramsay or one of the
Dragons from Dragons’ Den.
I do like a challenge!
Who would you least like to
have attending a training
session, and why?
My mother in law. It would be
difficult to teach her anything new
as she knows it all (obviously this is
said in jest – she’s great really).
What is the most amusing
thing that has ever happened
in a training session?
It was one of my first courses.
I was talking through the
importance of keeping work areas
tidy to prevent slips, trips and falls
One of Barry’s ambitions is to work with the world’s largest store, Macy’s in New York when I actually tripped over. After
a few seconds – it seemed like
Barry Robinson is the Operations What’s the biggest challenge European markets and to continue minutes – some of the candidates
Director of Sureteam Limited, a facing professional trainers at working with our corporate were saying, ‘Come on you can
health and safety and training the moment? clients, to maintain an ongoing get up now’. I couldn’t actually
consultancy based in Tetbury, I think in the current downturn relationship, to help them make get up as I had twisted my ankle.
Gloucestershire. As a health and clients cutting back on spending their businesses more efficient. I felt a bit of a fool, although it
safety professional, Barry offers money for staff training, although proved a point and at least it was
practical advice and support. Barry for some reason we are currently How do you find new at the end of the day.
has been a registered CIEH trainer experiencing an increased customers?
for seven years and very much demand for training. Through repeat business, by cross- Tell us one thing (person
enjoys his interactions with learners, selling courses and by our current product or service) you like
from whom he learns a lot. What’s the biggest opportunity clients recommending us to their about the CIEH?
in the next couple of years? clients – an ideal way of finding I think the customer services team
What’s the most overused word I think it will be to exploit the new customers. provide a very efficient service,
in training? answering any enquiries you have
The typical responses I receive Do you have a ‘dream very promptly.
from learners when training are:
‘it’s common sense’, ‘it’s not
rocket science’ and ‘Why me?’ but
their mindset changes when they
realise why they are actually on
‘ Customer services
provide an efficient
queries very promptly
I think working with some of the
large retailers (such as Harrods or
Macy’s) or sporting establishments
(such as football stadia) would
be a great experience – shopping
Finally, what is the one thing
you wish you’d known when
That time spent preparing a
course is time well spent.
20 | TRAINERS’ EXCHANGE | Spring 2009