Training Industry Magazine - Fall 2016 - 58
9
MEASURING
I M PAC T
WAYS TO GET
BUSINESS LEADERS
TO BUY-IN TO YOUR
LEARNING EFFORTS
BY AJAY PANGARKAR, CTDP, CMA,
& TERESA KIRKWOOD, CTDP
"The Ronco Veg-o-Matic is the one kitchen
appliance you'll wonder how you ever did
without! It slices, it dices, and so much more!"
How many of you remember those infomercials
for Ron Popiel's kitchen gadgets? Now, how
many would admit falling victim to the affable
but compelling infomercial? We all have. It is
something ingrained in popular culture and
while we tend to reel when it appears on TV,
somehow we are also drawn to it like a moth
to a flame.
Infomercials are an effective marketing vehicle
that gets us when we are most vulnerable,
either tired, bored, or both. It hammers at our
psyche appealing to our basic human instincts
of curiosity, greed and persistence. Because
the infomercial mentality is well rooted in our
sound-bite society, it has subtly crept into how
we try to convince others to buy into our ideas.
But we can often misapply these infomercial
techniques, especially when we don't stop
talking or what you recognize as the, "but wait,
there's more" part of the infomercial.
While we reel against infomercials, the techniques
that they apply are easily transferable to pitching
your learning proposal, or any proposal for that
matter. Infomercials wouldn't still be airing if they
| 58
didn't work-just look at how home shopping
skyrocketed QVC into a multibillion-dollar
business. In an age of hot trends and shotgun
marketing tactics, there are a few things learning
professionals can learn about advertising from
this old-school practice.
1| Be innovative and show it.
One of the keys to building a successful product
or business (in this case an internal one) is
knowing what makes you unique and different.
For training, it means breaking away from how
internal customers perceive training. Get away
from being the default "training department"
and look for the qualities where you can show
you're an innovative business unit willing to
take initiative. Do exactly like the infomercial
does and show them that they can't get what
you have to offer anywhere else.
2|Back up your claims with testimonials, facts and figures.
You can tout your benefits until the cows come
home, but firsthand reviews and supporting
proof goes a long way. People love sharing their
opinions, and potential buyers (your internal
clients) find reassurance hearing positive
feedback from others like them. Facts and
figures resulting from your training effort (what
you recognize as Level 3 and 4) help support
your claims and prove its effectiveness.
Table of Contents for the Digital Edition of Training Industry Magazine - Fall 2016
Perspectives
Table of Contents
The Outcome of Engagement
Learning Outcomes: We Are Products of our Environment
Step Back and Disengage to Learn
Have Your Millennials Checked Out?
Performance versus Training: It Isn't Always a Training Issue
Mindfulness: A Critical Success Factor
Creating the Ideal Learning Environment
Passion in the Classroom: Can You Be a Sand Salesman?
The Leader as the Facilitator: How to Effectively Lead Knowledge Workers
Interaction Psychology: Why Characters, Clicks, Points and Badges Don't Translate
Learning Effectiveness by Design
Four Ways to Increase Learner Engagement
Open Badges: Reimagining the credential space
Bridging the Disconnect with Learners From Other Cultures
From Where I Sit
L&D’s Role in Moving the Needle on Employee Engagement
Deploying an After-Training Program
9 Ways to Get Business Leaders to Buy-in to Your Learning Efforts
Engaging Content Delivery for Coding Training
Company News
What's Online
Training Talk
Training Industry Magazine - Fall 2016 - Intro
Training Industry Magazine - Fall 2016 - Cover1
Training Industry Magazine - Fall 2016 - Cover2
Training Industry Magazine - Fall 2016 - Perspectives
Training Industry Magazine - Fall 2016 - Table of Contents
Training Industry Magazine - Fall 2016 - 5
Training Industry Magazine - Fall 2016 - 6
Training Industry Magazine - Fall 2016 - 7
Training Industry Magazine - Fall 2016 - 8
Training Industry Magazine - Fall 2016 - The Outcome of Engagement
Training Industry Magazine - Fall 2016 - 10
Training Industry Magazine - Fall 2016 - Learning Outcomes: We Are Products of our Environment
Training Industry Magazine - Fall 2016 - 12
Training Industry Magazine - Fall 2016 - Step Back and Disengage to Learn
Training Industry Magazine - Fall 2016 - 14
Training Industry Magazine - Fall 2016 - Have Your Millennials Checked Out?
Training Industry Magazine - Fall 2016 - Performance versus Training: It Isn't Always a Training Issue
Training Industry Magazine - Fall 2016 - 17
Training Industry Magazine - Fall 2016 - 18
Training Industry Magazine - Fall 2016 - 19
Training Industry Magazine - Fall 2016 - Mindfulness: A Critical Success Factor
Training Industry Magazine - Fall 2016 - 21
Training Industry Magazine - Fall 2016 - 22
Training Industry Magazine - Fall 2016 - 23
Training Industry Magazine - Fall 2016 - Creating the Ideal Learning Environment
Training Industry Magazine - Fall 2016 - 25
Training Industry Magazine - Fall 2016 - 26
Training Industry Magazine - Fall 2016 - 27
Training Industry Magazine - Fall 2016 - Passion in the Classroom: Can You Be a Sand Salesman?
Training Industry Magazine - Fall 2016 - 29
Training Industry Magazine - Fall 2016 - 30
Training Industry Magazine - Fall 2016 - 31
Training Industry Magazine - Fall 2016 - 32
Training Industry Magazine - Fall 2016 - The Leader as the Facilitator: How to Effectively Lead Knowledge Workers
Training Industry Magazine - Fall 2016 - 34
Training Industry Magazine - Fall 2016 - 35
Training Industry Magazine - Fall 2016 - Interaction Psychology: Why Characters, Clicks, Points and Badges Don't Translate
Training Industry Magazine - Fall 2016 - 37
Training Industry Magazine - Fall 2016 - 38
Training Industry Magazine - Fall 2016 - 39
Training Industry Magazine - Fall 2016 - Learning Effectiveness by Design
Training Industry Magazine - Fall 2016 - 41
Training Industry Magazine - Fall 2016 - 42
Training Industry Magazine - Fall 2016 - 43
Training Industry Magazine - Fall 2016 - Four Ways to Increase Learner Engagement
Training Industry Magazine - Fall 2016 - 45
Training Industry Magazine - Fall 2016 - 46
Training Industry Magazine - Fall 2016 - 47
Training Industry Magazine - Fall 2016 - Open Badges: Reimagining the credential space
Training Industry Magazine - Fall 2016 - 49
Training Industry Magazine - Fall 2016 - Bridging the Disconnect with Learners From Other Cultures
Training Industry Magazine - Fall 2016 - 51
Training Industry Magazine - Fall 2016 - From Where I Sit
Training Industry Magazine - Fall 2016 - 53
Training Industry Magazine - Fall 2016 - 54
Training Industry Magazine - Fall 2016 - L&D’s Role in Moving the Needle on Employee Engagement
Training Industry Magazine - Fall 2016 - 56
Training Industry Magazine - Fall 2016 - Deploying an After-Training Program
Training Industry Magazine - Fall 2016 - 9 Ways to Get Business Leaders to Buy-in to Your Learning Efforts
Training Industry Magazine - Fall 2016 - 59
Training Industry Magazine - Fall 2016 - Engaging Content Delivery for Coding Training
Training Industry Magazine - Fall 2016 - Company News
Training Industry Magazine - Fall 2016 - What's Online
Training Industry Magazine - Fall 2016 - Cover3
Training Industry Magazine - Fall 2016 - Cover4
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