I’m sitting here in my hotel room catching up with some much neglected research via my Twitter network with half an ear on the TV (who said I couldn’t multi-task – oh yes, that was me!). The programme is Alex Polizzi’s ‘The Fixer’ where she advises waning businesses on how to improve. This week it’s the turn of The Chough Bakery in Padstow; a family business baking fresh and quality breads.
What actually pricked up my ears was a statement along the lines of “it doesn’t matter how good your product is, you have to be able to sell it”. The family had a great range of products. However, the person tasked with sales and marketing the range didn’t have the detailed product knowledge, nor the drive to proactively market them.
We can often forget how important marketing is to our eLearning programme. Or, indeed any learning programmes. But it’s especially important we know how to ‘sell’ any new product well.
Just imagine….. you and your instructional design team have spent weeks designing and developing the perfect learning solution to meet the detailed analysis which also took blood, sweat and tears to complete. You’ve meticulously project managed the development and run a very successful pilot. The solution is good to go and has been opened up to the masses. So there it sits – in your course booking system like a forgotten toy waiting for someone to remember it and take it out off the box.
Without a robust marketing strategy all that hard work, time and resources will go to waste. Unlike Kevin Kostner’s Field of Dreams, just because you built it, your learners won’t necessarily come.
If selling to external customers, it goes without saying that your sales team should be fully conversant in what your eLearning or blended solution entails; identifying the unique selling point for different customers. A sheep dip approach has the same pitfalls in sales and marketing as it has for learning. One excellent way of helping your sales staff fully explain and sell the solution to different needs is for them to experience the learning first hand. Perhaps they could take part in the pilot?
But it’s not just down to our sales team. In L&D we are all ‘Ad-men’ selling the benefits to our learners, motivating and engaging. So remember, if all that hard work is going to pay off, your project plan has to include a good marketing strategy too.