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<title>Instructor Led Companies CAN Succeed at Online Learning (Pt. 2): Take Your Best
Shot.</title>
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ILT: however you serve it up we'll help you succeed." /></td>
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<p><span class="default"><b>Instructor Led Companies CAN Succeed
At Online Learning (Pt. 2) TAKE YOUR BEST SHOT</b></span>.
</p>
<p><span class="default">You wouldn't line up a match-deciding
putt with a pogo stick. Or bring up a little leaguer to start
a World Series game. But that's the kind of long shot behavior
many traditional training companies exhibit when they try
their hand at online learning.</span></p>
<p><span class="default">"Nobody attended our recent public
seminar on 'Cobol for the New Millenium.' Perhaps we'll have
better luck if we offer it on line."</span></p>
<p><span class="default">"I wonder what the market opportunity
is among unemployed career changers. Let's direct our new
online learning initiative at them and see."</span></p>
<p><span class="default">"Our salespeople have enough on their
plate. So let's try selling our new online offerings using
banner advertising on e-commerce sites."</span></p>
<p><span class="default">Why do seasoned training company executives
compound the difficulty of launching online learning initiatives
by cranking in unlikely titles, untested markets and unproven
selling channels?</span></p>
<p><span class="default">In a word, because they're unconsciously
trying to fail!</span></p>
<p><span class="default">They're afraid that if they aggressively
market online learning versions of their most popular courses
to their very best customers using their mainstream selling
channel, then success will come at the expense of their established
business.</span></p>
<p><span class="default">Meanwhile, some greenhorn start up,
without any such misgivings goes at them head on -- and makes
off with the installed base they were trying to protect.</span></p>
<p><span class="default">Do new delivery technologies cannibalize
traditional classroom learning? In my experience, no -- in
most cases they compliment it. What's more, if you don't compete
with yourself, somebody else will! So watch out for the silent
mutinies and self-sabotage that handicap many online learning
ventures.</span></p>
<p><span class="default">Choose your most popular content. Target
your best customers. Utilize your tried and true selling channel.
Take your best shot -- not a long shot -- unless someone is
offering you mighty long odds!</span></p>
<p><a href="evisory.html">Return to back-issue index</a></p>
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