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The context in which changing small business needs and the impact of government policies are making new demands on trainers are reviewed. The performance of the SME sector as a whole, and the survival and competitiveness of individual firms, are factors of critical importance in both developed and developing economies. This is recognised by the UK Government, which is adopting measures designed to stimulate the take‐up of services designed for the support of small firms. Thus, the SME sector offers a potentially large and relatively unexploited market for business trainers in which demand depends on the relevance of the supply of training as perceived by owner‐managers. The key to this market is the competence of small business trainers to design and deliver relevant products. This is an important determinant of the choice and quality of the support on offer to owner‐managers. An indicative survey of small business trainers in the UK shows that they themselves recognise a need to enhance their competence in both the design and delivery of products through continued professional development. The way forward for the professional development of trainers is discussed.