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Steiner Effectively Selling Elearning In Your Organization
Steiner Effectively Selling Elearning In Your Organization
Steiner Effectively Selling Elearning In Your Organization
Steiner Effectively Selling Elearning In Your Organization
Steiner Effectively Selling Elearning In Your Organization
Steiner Effectively Selling Elearning In Your Organization
Steiner Effectively Selling Elearning In Your Organization
Steiner Effectively Selling Elearning In Your Organization
Steiner Effectively Selling Elearning In Your Organization
Steiner Effectively Selling Elearning In Your Organization
Steiner Effectively Selling Elearning In Your Organization
Steiner Effectively Selling Elearning In Your Organization
Steiner Effectively Selling Elearning In Your Organization
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Steiner Effectively Selling Elearning In Your Organization

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  • 1. Chicago eLearning & Technology Showcase <ul><li>Effectively Selling eLearning in Your Organization </li></ul><ul><li>Mark Steiner </li></ul>
  • 2. Welcome, Introduction <ul><li>Welcome to the Chicago eLearning & Technology Showcase! </li></ul><ul><li>Speaker Background </li></ul><ul><ul><li>BS '88, MS ISD ‘92 </li></ul></ul><ul><ul><li>15+ years eLearning & interactive media des./dev. experience </li></ul></ul><ul><ul><li>Presenter - eLearning Confs. US & Europe </li></ul></ul><ul><ul><li>Started mark steiner, inc. in March 2001 </li></ul></ul><ul><li>Survey </li></ul><ul><ul><li>Roles: ID, Dev, PM, Mgmt, Sales, ???? </li></ul></ul><ul><ul><li>eLearning Experience </li></ul></ul>
  • 3. Talking eLearning instead of talking your client's language <ul><li>Many clients don't speak &quot;training&quot; or &quot;learning&quot;, and frankly shouldn't have to. </li></ul><ul><li>You need to find out what language they do speak. What are their concerns? What are their problems? Can you help solve them? </li></ul><ul><li>Use simpler language. Don't overcomplicate things. </li></ul>
  • 4. Staying in your training enclave . . . <ul><li>. . . instead of aggressively consistently permeating the business units that are consumers and customers of your offerings. </li></ul><ul><li>Must be a close partner with IT </li></ul><ul><li>Must be a close partner with HR-how do they fit into your company’s/client’s structure? </li></ul><ul><li>What are the business units that you support? </li></ul><ul><li>Are they central to you or are they dispersed? </li></ul><ul><li>What do they think of training? How soon do you get involved with projects? Do they see you as friend or foe (or just another headache and task on their list)? </li></ul><ul><li>Build relationships and champions with key players in key business units </li></ul>
  • 5. Ignoring long-term strategic thinking <ul><li>How does the business currently “handle” “training”? </li></ul><ul><li>It is essential for Us to get a seat at the executive table. </li></ul><ul><li>Link and position training metrics directly to the business metrics </li></ul><ul><li>Leverage economies of scale. </li></ul><ul><li>Use rapid development tools and techniques. </li></ul>
  • 6. Talking training instead of talking ROI <ul><li>Client may say: “Yes, I need your prognosis. Yes , I need your solution, but ultimately I need you to tell me how your prescribed learning intervention will impact my bottom line.” </li></ul><ul><li>ROI is all about metrics. Metrics mean there is some unit (or units) of measure. What will you measure and why? </li></ul>
  • 7. Failure to create & deliver solutions that leverage ALL eLearning has to offer <ul><li>Rapid tools: Captivate, Articulate, Lectora, Rapidivity, ProForm, plenty of others, and! combinations. </li></ul><ul><li>Web conferencing tools: Centra, Connect, Elluminate, InterCall, WebEx, etc. etc. </li></ul><ul><li>Recorded synchronous sessions </li></ul><ul><li>mLearning </li></ul><ul><li>Web 2.0 tools: Wikis, blogs, podcasts, social bookmarking, social networking, etc. etc </li></ul>
  • 8. Letting people talk down about training <ul><li>&quot;It ain’t Rocket Science.&quot; </li></ul><ul><li>Actually, it’s more than rocket science. We landed on the moon in 1969. We still don’t always know or apply the most effective cognitive strategies for learning. </li></ul><ul><li>Read up. Learn. Crawl out of the box. Stay out of the box. Don’t talk down about training and eLearning-find ways to be able to support it. </li></ul>
  • 9. Going along with eLearning as a solution when you know it won't fix the problem <ul><li>If training is not the solution to the problem, you and your client are GUARANTEED TO LOSE </li></ul><ul><li>Don't put a &quot;Band-Aid&quot; on a broken arm </li></ul>
  • 10. Saying Yes to building crappy training <ul><li>This just in, folks: There are always going to be time and budget constraints. The time constraints will only be further compressed. </li></ul><ul><li>Get out of your comfy, tired old box and find a mixed solution from all that eLearning has to offer that meets the client’s need: time, $$$, results. </li></ul><ul><li>Caveat: Unfortunately, I haven’t found a fool-proof to always get what I want (even need) every time. </li></ul>
  • 11. Overselling the Shiny Stuff <ul><li>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. </li></ul><ul><li>Still, a prime example: Flash vs. Authorware: “I want it “Flashy” or “Flashier”, or &quot;The Hip Stuff the Kids Like&quot;. The brand of paint does not determine if it will be a masterpiece, though the talent of the painter surely does. </li></ul><ul><li>Show your client what makes eLearning valuable, and what your skills and methods are for ensuring it’s good. </li></ul><ul><li>Move the discussion from tools to strategies, from the act of training to measurement and results. </li></ul>
  • 12. Parting words <ul><li>Stand up for your profession and seek the ammunition you need to do so. Do your work well, seek excellency. </li></ul><ul><li>Learn and speak your client’s language. </li></ul><ul><li>Actively seek and infiltrate your client’s business. </li></ul><ul><li>Think strategic and long-term; prescribe solutions containing a blend of all things eLearning. </li></ul><ul><li>Determine, define, and prescribe solutions you believe in and know will be effective. </li></ul>
  • 13. Parting Words <ul><li>SO . . . </li></ul><ul><li>WHAT WILL YOUR VERSE BE? </li></ul><ul><li>Make it a good one, and enjoy the rest of TAAC ! </li></ul>

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