Page 14 - engage workbook

who developed IoweU™?

The approaches outlined in this workbook were developed by
Keith Dugdale and David Lambert, co-authors of Smarter Selling
(Financial Times, 2007 and 2011).
the book

Keith and David met, and worked together on a software
implementation in London, in 1990. Since then, they have lived
and worked in many cultures including the UK, China, Singapore,
Papua New Guinea, Africa, Hong Kong and Australia.

Holding senior positions in consulting, sales, marketing and
business development, and working with organizations of
all sizes, they developed IoweU™, an approach to building
sustainable, trust-based relationships that deliver better
outcomes, higher profits and greater personal satisfaction.
engage universe builds upon this approach.

The book, in its second edition and available in five different languages, was originally
titled I Owe U and was based on the premise that everyone sells themselves, every day.
Every day, we influence those around us (in all aspects of our home and work lives) to
listen to, and we hope, follow our ideas.

The title Smarter Selling was the publisher’s decision and is misleading since the book is
not just about selling. The IoweU™ approaches outlined within are equally effective for
building solid, trusted relationships in any environment.

Praise for Smarter Selling

The tools covered in this book 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.

Charles H. Green, co-author of The Trusted Advisor

Success is all about creating value from every meeting, but
few people know how to do this. This book has many useful
and practical ideas to help people improve their value-creating
capabilities.

Neil Rackham, author of SPIN Selling

9 engage-universe.com