It doesn’t happen as much as it did in the earlier days: big budgets, big timelines, no measurement, likely little return on investment . . . those days are over.
Still, a prime example: Flash vs. Authorware: “I want it “Flashy” or “Flashier”, or "The Hip Stuff the Kids Like". The brand of paint does not determine if it will be a masterpiece, though the talent of the painter surely does.
Show your client what makes eLearning valuable, and what your skills and methods are for ensuring it’s good.
Move the discussion from tools to strategies, from the act of training to measurement and results.