Leading Learning
The Community for Learning Business Professionals
Value. Value results from the interplay of quality and price—when you meet or exceed customers’ expectations at a price point they find fair, you provide value. Value is externally focused. Value is in the eye of the customer.
If you are a Tagoras client or have read much of my writing, you know that I’m a big advocate of testimonials. I was thrilled, therefore, to come across this video from Michael Stelzner, founder of Social Media Examiner. As it happens, I interviewed Mike about virtual conferences for Leading the Learning Revolution. He and …
In my previous post in this series I discussed differentiation as a key factor in pricing educational products. The basic idea was that it is difficult to set and get the prices you want if your product is not perceived as substantially different from the other options available to your customers. In this post, I’ll …
Many salespeople and entrepreneurs are familiar with the saying “Your first sale is always to yourself.” They also know that this is usually your toughest sale – you have to convince yourself that you have something of value to offer before you can convince anyone else. I think the same idea applies to organizations, and …
It’s easy to feel a lack of control around pricing educational products. Competitor prices, demands from customers, and the presence of free products in the market are among the many factors that can make you feel you need to lower price. At the same time, pricing is the most powerful lever available for managing net …
In conjunction with our free Webinar “Assessing Your Market for Education Products,” we released the Market Insight Matrix, a tool for managing a rigorous but still practical market assessment process to identify learning products that will address market needs. One of the asking activities you can use to assess your market is the tried-and-true focus …
Or maybe I should ask, “What Do You Really Know About Your Education Market?” The problem is I don’t know which question I should ask—unless I test which blog post title is most effective. When we think about learning and education, testing inevitably comes up. Should we offer a pre-test and a post-test? How many …
I had the pleasure of talking with Amrit Ahluwalia of The EvoLLLution last week about whether the average adult is prepared to be an effective lifelong learner. (Short answer: no.) You can access the interview at the following links: I mention this not just to be self-serving (though I won’t claim to be above that), …
No, I don’t mean your education should suck. Rather, I have in mind that obvious and yet amazing claim for a vacuum cleaner manufacturer to make: Our vacuums have strong suction and they don’t lose it. How could you claim the same for the educational experiences you offer? It might be something along the lines …
One of the proven marketing techniques I find so many organizations do not take full advantage of is social proof in the form of good testimonials from customers and members. This is particularly surprising in the case of membership organizations, where a sense of affiliation and loyalty are absolutely essential for generating sales of educational …
The following post, written by Celisa, was the main article in the August issue of our monthly Association Learning/Technology Digest. Each digest also includes a wealth of links to news and resources. We put a new issue out today. It’s free, and if you aren’t already subscribed, you can get the latest issue sent to …
I’ve noticed over years of working with clients and conducting research that there is a widespread tendency to confuse marketing with just one of its components: promotion. I have a theory that this seemingly small bit of confusion is the key reason most marketing initiatives fall short. The other three parts of the classic “marketing …