Understanding buyers
- broader and deeper

Understand Individuals, Motivations, and Value Perception

Use this canvas to build a deeper understanding of each buyer — how they think, what pressures shape their decisions, and how they perceive value. You’ll learn to view buyers through multiple lenses, uncover hidden influencers, and spot the sources of value that matter most.

You’ll explore seven key areas — influence, price‑to‑value, type, role, corporate goals, personal goals, and pressures — and understand how power and influence shape the buying process.

With this clearer picture of each individual involved in a decision, you’ll be able to identify meaningful sources of value, build trust faster, tailor your conversations, and guide decisions more effectively.

Why Advisors Like the Program

  • Practical and Actionable — the Application Canvas, fillable PDF worksheet, and related guidance give — you immediate ways to strengthen listening in client conversations.
  • Integrated Application — canvas, focused guidance, advisory case study, short videos, ebooks, and worksheet — combine insight with implementation.
  • Framework that Delivers — seven buyer lenses (power, influence, type, role, pressures, goals, value) — give you a reliable method to profile individuals and shape conversations that resonate..
  • Understand Clients — clear examples and realistic buyer scenarios — show how deeper understanding builds trust and reduces decision friction.

What You’ll Get

  • Application Canvas — a step-by-step guide — helps you understand each buyer through seven clear lenses.
  • Fillable PDF Worksheet — a practical profiling tool — captures client value drivers quickly.
  • Vbytes — short, focused videos — each lens explained in minutes by David Lambert, CEO of Relcap.academy.
  • Case Study — a realistic advisor example — shows the canvas in use, with audio commentary.
  • Certificate of Completion — formal recognition — demonstrates your capability to understand buyers deeply.

Deep understanding builds trust — begin that shift now

When you can see the world through each indiviual's eyes, you uncover motivations, pressures, and value drivers that others miss. This canvas gives you a clear, practical way to profile individuals, tailor your approach, and build the trust that moves decisions forward.

Start applying it now and elevate the quality of every conversation you have.

Build your skills further...

David Lambert

Your Master Coach - Co-author of Smarter Selling

David is the Master Coach for the Relationship Capital Academy and co-author of the Financial Times published best-seller, Smarter Selling, on which many of our programs are based.

A lifelong learner with a passion for educating, David draws on a wide range of business and sales experience that includes time as a sales consultant; restaurant owner; head of business development and Director and Marketing and Communications at PwC. Equipped with a master's degree in Human Resources and Training, he was also Director of PwC’s Leadership Academy.
 
For more than 25 years, David has worked with leading organizations helping them to develop the communication and trust-building skills of their people. Now he is working with you!