A course designed to improve the standards of Business Development Managers (BDMs) should result in a drastic drop in churn, according to a trade chief.
Neil Robertson, BII chief executive, said the group's new course should mean licensees staying in pubs for longer.
Pilots of the BIIAB certificate in multiple retail management have already played a part in one pubco seeing a drop in churn from 65 per cent in 18 months to 35 per cent.
And companies, including Punch Taverns and Enterprise Inns, are among those who have pledged to ensure all their BDMs take the course.
Robertson said: "You can't solve everything with training alone but training needs to be part of it. With the right things in place I think we will start to see a reduction in churn."
However, Robertson added that it was too early to get licensee feedback on any improvements the BDM course has made to the service they receive.
"We are having people go through the units of the course and feedback from licensees will be part of the evolution of it."
The course covers various elements including conflict management and understanding the new industry codes of practice.
BDMs who have already taken the BIIs profitable business portfolio course can transfer some of the units across.
Robertson added that the course is a key part of the industry demonstrating to MPs on the Business, Innovation and Skills committee that it has learned lessons from previous criticisms of the pubco model.
MPs on the committee are due to reconvene in June.