Eat Their Lunch - by Anthony Iannarino (Hardcover)
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<p/><br></br><p><b> About the Book </b></p></br></br>"The first ever playbook for B2B salespeople on how to win clients and customers who are already being serviced by your competition, from the author of The Only Sales Guide You'll Ever Need and The Lost Art of Closing. Most sales teams don't have the luxury of selling to "fresh" clients, who are looking for something new. Instead, they work in crowded, highly competitive environments, where winning means taking market share from their competitors, who in turn are working to take market share from them. As a salesperson working in these competitive conditions, how do you win a contract from your dream client when they seem satisfied with the service your competitor provides? Do you attempt to compete on features, superior customer service, or improved results? Anthony Iannarino argues that these days, none of those tactics will convince your prospect to make a switch. To displace your competition, you need to become your prospective client's trusted advisor, by creating tangible value for them even before they decide to partner with you. In Eat Their Lunch, Iannarino outlines a strategy to create that kind of value, offering insights like: * Why different stakeholders in the buying process prioritize different kinds of value, and why you need to tailor your value creation to each of them. * Rank your prospective clients not on the basis of their size or convenience to you, but on who stands to gain the most strategic advantage from your solution. * Develop a more holistic view of the client by eliciting stakeholders' individual beliefs and behaviors, and the organization's collective beliefs and behaviors. The goal is to be so valuable to your dream clients that they want to hire you away"--<p/><br></br><p><b> Book Synopsis </b></p></br></br><b>The first ever playbook for B2B salespeople on how to win clients and customers who are already being serviced by your competition, from the author of <i>The Only Sales Guide You'll Ever Need</i> and <i>The Lost Art of Closing.</i></b> <p/>Like it or not, sales is often a zero-sum game: Your win is someone else's loss. Most salespeople work in mature, overcrowded industries, your offerings perceived (often unfairly) as commodities. Growth requires taking market share from your competitors, while they try to do the same to you. How else can you grow 12 percent a year in an industry that's only growing by 3 percent? <p/>It's not easy for any salesperson to execute a competitive displacement--or, in other words, eat their lunch. You might think this requires a bloodthirsty whatever it takes attitude, but that's the opposite of what works. If you act like a Mafia don, you only make yourself difficult to trust and impossible to see as a long-term partner. Instead, this book shows you how to find and maintain a long-term competitive advantage by taking steps like: <p/> - ranking prospective new clients not by their size or convenience to you, but by who stands to gain the most from your solution. <p/> - understanding the different priorities for everyone in your prospect's organization, from the CEO to the accountants, and addressing their various concerns. <p/> - developing a systematic contact plan for all those different stakeholders so you can win over the right people at the organization in the optimal sequence. <p/>Your competitors may be tough, but with the strategies you'll discover in this book, you'll soon be eating their lunch.<p/><br></br><p><b> Review Quotes </b></p></br></br><br><b>Praise for <i>Eat Their Lunch</i></b> <p/>"Consider this a playbook for how to break into your competitor's house and steal his prized possession." --JEFF SHORE, president of Shore Consulting and author of <i>Be Bold and Win the Sale</i> <p/>"Just beating the competition is no longer acceptable. It's about putting them in their place--second place--and keeping them there. Eating Their Lunch is direct, on point, and on the money. Your money." --JEFFREY GITOMER, author of <i>The Little Red Book of Selling</i> and <i>The Sales Manifesto</i> <p/>"Iannarino takes a deep and much-needed dive into territory we don't like to admit exists: crowded, competitive, and challenging marketplaces. If youare reading this, that likely describes your world, so do yourself a favor and read this book." --ANDREA WALTZ, coauthor of <i>Go for No!</i> <p/>"A deep, rich dive on selling to multiple stakeholders along with the practicalmechanics for displacing your competitors." --VICTOR ANTONIO, founder of Sellinger Group <p/>"With buyers chasing price and brands focused on experience, Eat Their Lunch delivers a practical, step-by-step playbook to win business from your competition in a modern-day sales arena. If you are serious about dominating your own market, this is not only a 'must read' but also a 'must do.'" --PHIL M. JONES, author of <i>Exactly What to Say</i> and <i>Exactly How to Sell</i><br><p/><br></br><p><b> About the Author </b></p></br></br>ANTHONY IANNARINO is an international speaker, sales leader, and the author of <i>The Only Sales Guide You'll Ever Need</i> and <i>The Lost Art of Closing</i>. His acclaimed blog draws an average of 50,000 readers every month. He leads a high-performing sales team, speaks to sales organizations nationwide, and teaches part time at Capital University's Capital School of Management and Leadership. He lives with his family in Westerville, Ohio.
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