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The purpose of this paper is to examine the factors that affect customer retention in the training services sector.

Using the customer base of a national training provider, interviews were initially carried out in order to explore attitudes, perceptions and opinions relating to the trainer‐client relationship, before a questionnaire was issued to 200 randomly selected organisations.

It is found that the role of the individual trainer is the crucial factor in retaining business clients, with quality of training delivered and the professionalism of the trainer being of utmost importance. Moreover, the relationship developed between training supplier and client is largely based upon the continuity of the trainer rather than the desire of clients to engage with relationship‐enhancing aspects such as engaging in regular dialogue with a named contact.

The paper concludes by discussing the need to develop this work by analysing different industrial segments, since training in some sectors, such as healthcare, is a mandatory requirement and may therefore have specific client demands.

Few studies on the trainer‐client relationship exist. This paper therefore has important practical implications for training providers, who may base their marketing activities on relationship enhancing endeavours.