Training as a Marketing and Sales Tool
In the training industry, we are accustomed to the use of training to teach a skill that's necessary for a vocation or an avocation. I believe that there is going to be a dramatic increase in the use of training as a sales tool. Increasingly customers are tuning out advertisments--in a sense advertisements largely serve the needs of just the advertisers and not the customer.
Teaching the customer something useful serves the need of the customer--it just might sell more product. The Secret Incredient is a videocast created by our friends at Lava Studios for Whole Foods that teaches customers how to cook some awesome dishes--I would bet that it results in sales of the ingredients featured. I was fortunate enough to attend the taping of one of the shows--Lou Lambert's Coffee Rubbed Brisket. Truly, the best interaction with a SME I've had....well the tastiest. Check out the show at
Share your thoughts about the use of training as a sales tool in the comments. If the discussion gets intense enought we might just have to move it to Lamberts.