Let’s turn back the clock to 1998. In the basement of his home, wearing pajamas, sat Rick Lambert. He had recently resigned his position as vice president of sales for IKON Office Solutions, but now he was a cold calling machine, reaching out to various prospects and offering to provide sales training.
For many people, the mere thought of leaving an executive position at a $30 million office dealership and pivoting to coaching other salespeople is a frightening prospect. But the former fifth-round draft choice of the NHL’s Edmonton Oilers knew that the same skills needed to produce as a “player” would be the very attributes required to transition into coaching. A star athlete and an effective coach both know what success and failure look and feel like, because they’ve experienced both, and the best of the best know full well what it takes to win.
Regardless of whether he was wearing pajamas or a three-piece suit, Lambert’s basement was the start of something special. “It made me realize that my skills were transferable,” said Lambert, a 2020 ENX Magazine Difference Maker. “Being in business for yourself is a grind, and the ability to create something from scratch that you believe in is invigorating.”
In a span of 18 months, Lambert was able to book more than 100 paid speaking engagements and sold 5,000-plus audio CDs of his selltowin selling system that have enabled industry sales professionals to benefit from his experience as a rep, sales manager and VP of sales. His empire has expanded to include an eCademy on-demand video sales training platform that taps the spirit and energy of his in-person presentations, and Lambert added a YouTube series, AskTheCoach, that provides reps with tips and insights into elevating sales performance to the next level.
Along the way, Lambert has rolled out a digital marketing agency, IN2communications, bolstered by his weekly YouTube series, THE SMARKETING SHOW. The same boundless energy and tenacious attacking style that brings success on the ice, it seems, can be applied to the world of sales—and there’s something to be said for outworking the opponent.
“I like to help people win,” Lambert said. “I love working with technology and the limitless boundaries of what is possible, especially when you combine sales and marketing. It’s a combustible combination that too few businesses think enough about. It’s a passion of mine to look at how the other teams are playing and figure out how our clients can dominate their competition.”
Puck Drop
Lambert’s career path is a fascinating one. He opted not to sign with the Oilers and instead attended the University of New Hampshire, where he continued to play hockey while earning a BA in business and marketing. After graduating, he joined Xerox and was named Rookie Sales Rep of the Year in Canada, and that experience in working out of London, Ontario, gave Lambert the foundation he would need for a successful career in sales and sales training.
The IKON experience as a vice president of sales also helps Lambert better understand reps’ challenges, and his exposure to digital marketing trends and hundreds of sales teams gives him better insight into what works and what doesn’t, which benefits his clients. And like any successful coach, Lambert gives kudos to his entire team.
“Being honest with people, being creative and challenging them to think differently is what I try to do,” he said. “My award-winning team never gets enough credit or recognition for what we have and continue to accomplish together. It’s not just me.”
Indeed, many individuals along the way have helped shape and inspire Lambert as well. They include Ron Smith, his first sales manager with Xerox who taught him the golden rule: people buy from people they like and trust. Doug Bell, the owner of London Photography (later IKON) who hired Lambert away from Xerox, showed him the ropes of how to run a business and the inner workings of P&L.
“The thousands of sales leaders and sales professionals who’ve attended my selltowin live events since 1998 have taught me that the greatest skill needed to succeed is desire,” Lambert added.
Training Kudos
Success and honors keep rolling in for Lambert. In 2019, selltowin won the Global Award for Best Channel Sales Training Provider from LITMOS, one of the world’s leading learning management systems. This validated the strength of his content, the learner experience of the video platform and the need for on-demand learning.
Lambert has ambitious plans for 2021 as well, with MSP University slated to launch. The platform will have more than 100 imaging industry-specific video courses. Also debuting is the SELLING A4 to WIN, which will focus on capitalizing on the growing segment.
Also on the docket in the near term is growing the roster of his teams.
“It’s all about bench strength,” he said. “I believe this is a team game and you’re only as strong as the people around you. So the best way for my two companies, selltowin and IN2communications, to accomplish more is to keep adding elite talent to our team so we can give our clients an unfair advantage over their competition.”
Once a player, always a player: Lambert still plays hockey three times a week with his buddies, who have fought for loose pucks together for 20-plus years. A husband and father of two, Lambert is active in his community and enjoys taking his brood to the family cottage on Lake Huron.
