People and Value

People buy from people they like.
They buy more from people they like more.

Understanding motivations, pressures and preferences helps you better align with their needs and identify areas of potential value.
Understand different buying preferences and better align with buyers' needs

What's included?

  • 1 application canvas
  • 8 vbytes
  • 6 ebook sections
  • 1 practical case study
  • 2 ebytes
  • 1 quick quiz
  • 1 workpad for your enotes
  • 1 Certificate of Completion

Drivers of behavior 

You will discover how to understand individuals and what drives their behavior, looking at four key areas - motivation; type; role; pressures.

You will also explore the difference between power and influence, and how this can affect the buying process.

Sources of value

You will learn using your improved understanding of others, how to identify sources of value for individuals which can help you build relationships and trust.

Putting it into practice

The program includes the Understanding buyers - broader and deeper application canvas which guides you through applying the techniques and tools to your own buyers. 

The canvas can be completed at the beginning of the program in Application quick start, after you have finished the learning modules, and on an ongoing basis in the future.

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 20 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!