Selling is easy if the market you’re selling to is used to buying.

Selling is easy if the product is obvious.

If your product is sophisticated and the people don’t want to buy, it becomes much more complex.

You can’t sell ‘learning’ like a product. It has an elegance and refinement which makes it both a premium piece of work and harder for people to accept why they will need it – the regularly used phrase ‘people don’t know what they don’t know’ is apposite.

Knowing how to frame ideas and concepts as real world objects with breadth, depth and tangible uses is essential for anyone in a Learning and Development function.

Otherwise all your other marketing and sales work will be for naught.