4 Steps to Create L&D Consulting Offers That Sell

3 minutes to read

L&D professionals want more sales, but they're not asking the right question:

"Why am I not bringing them in?"

With the L&D market projected to hit $1 trillion, it’s worth thinking about.

The Real Problem: You're Selling the Wrong Thing

Most L&D consultants lead with commoditized services.

They're not positioning their offers to directly impact business results.

Which is wild…

Considering the #1 focus area in L&D (according to LinkedIn’s Workplace Learning Reports) is aligning programs to business goals.

But our industry? It keeps missing the mark.

Just look at the typical messaging floating around:

• "Custom learning solutions for every business need."
• "Engaging training that meets objectives and improves performance."
• "Transform learning into an engaging experience."

Sound familiar?

It's all bland, vague, and interchangeable.

L&D Consultants Are Stuck in the Gap

Most consultants are selling the "how"—the mechanics, the process.

But here’s the thing: Clients don’t care how you do it.

They care about one thing — solving their problem.

Think of it like this: there's a gap between their current state (the problem) and their desired future state (the solution).

Most L&D pros focus on the gap.

They’re selling the journey, not the destination.

And in a saturated market of generic offers, that’s a hard sell.

Stop Selling Tactics. Start Selling Futures.

What most do:

• Lead with a laundry list of services and tactics.

What works better:

• Build a signature offer focused on specific business results.

You need an offer that’s crystal clear on the transformation and ROI you provide.

Here’s what that looks like:

• "I help nonprofits simplify training for international staff using culturally appropriate learning paths."
• "I help ed-tech companies diversify revenue streams in 60 days with a standards-based curriculum system."
• "I help healthcare providers improve patient self-care, saving millions in ER visits."

These offers sell the destination, not the journey.

Whether you use e-learning, AI, or smoke signals—clients don’t care. They just want results.

The Four Steps to Crafting an Irresistible Offer

Step 1: Anchor your offer to outcomes

Frame your offer around the specific, measurable results your clients want.

Step 2: Nail your value proposition

Keep it simple and compelling. Example:

"I help manufacturing teams reduce defects by 60% through adaptive onboarding."

Step 3: Stay outcome-focused

Keep your messaging centered on the success your clients will achieve.

Step 4: Iterate based on market feedback

The market only pays for the exact end state they desire. Adapt and evolve to stay relevant.

Think of your offer as a flywheel, not a one-and-done project.

The Bottom Line

Follow these steps and position your services as THE solution to your client's biggest pain points.

Do it right, and you won’t just be another vendor.

You'll be a strategic partner. A monopoly of one.

Remember:

Your offer should paint a clear picture of the end state you help clients achieve.

Make it a masterpiece.