David Lambert Email and Phone Number

In 2007, I sat down with my great friend Keith Dugdale, and we pieced together a sales approach, with unique tools, to help build trust and drive sales, through a singular focus on value to the client/customer and differentiated behavior. The approach was called IoweU (as opposed to the more traditional sales approach of UoweMe); the book was Smarter Selling - How to grow sales by building trusted relationships. Our high ambition: to change the way the world sells.In the years since Smarter Selling, Keith and I have worked with many great organizations; across industries and across cultures. What we've found is that IoweU works everywhere. Why? Because it is founded on the deep-seated human behavior of reciprocity. We all carry into adulthood the memory from our childhood that you should share your toys with the other children because they will then share with you. Smarter Selling is built on reciprocity and trust.The other key difference with the Smarter Selling book (and IoweU approach) is that it does not just look at why trust is key; it explains how to build trust and provides practical guidance, tools and insightful self-assessments.You can find these tools and approaches, supported by comprehensive learning programs at relcap.academy.Neil Rackham, author of SPIN Selling and widely acknowledged as the architect of "consultative selling" had this to say about Smarter Selling: "Success in the consultative sale is all about creating customer value from every meeting, but few salespeople know how to do this. Smarter Selling has many useful and practical ideas to help salespeople improve their value-creating capabilities."Through adopting the IoweU approaches countless professionals have progressed to being trusted advisors. As Charles Green, co-author of The Trusted Advisor commented: "The tools covered in Smarter Selling will help any person who is wanting to make the shift from a traditional to a consultative approach and ultimately towards becoming a trusted advisor."