The pitfalls of selling content online – five questions that training companies should ask

Imagine you are running a training company that has successfully carved out a niche. You’re selling lots of training courses and it’s only capacity that is stopping you from selling more. One day you realise that you could increase reach, lock out competitors and reduce cost of sales if you put some of the training online. What could possibly go wrong? Here are five questions that I find many training companies in this situation have failed to ask.

1. Who is the buyer?

In corporate L&D, someone identifies learning needs shared by a segment of their audience and commissions learning accordingly i.e. they buy learning on behalf of the learners. Are you targeting the buyer or the learners? As there is so much free learning content on internet (e.g. YouTube), learners are generally not in the habit of ‘putting their credit card in the slot’ when they want to learn something new.

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