Eat Their Lunch (Hardcover)
Winning Customers Away from Your Competition
Portfolio, 9780525537625, 240pp.
Publication Date: November 6, 2018
Other Editions of This Title:
Digital Audiobook (11/5/2018)
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?
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:
• ranking prospective new clients not by their size or convenience to you, but by who stands to gain the most from your solution.
• understanding the different priorities for everyone in your prospect's organization, from the CEO to the accountants, and addressing their various concerns.
• 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.
Your competitors may be tough, but with the strategies you'll discover in this book, you'll soon be eating their lunch.
About the Author
Praise For Eat Their Lunch: Winning Customers Away from Your Competition…
“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 Be Bold and Win the Sale
“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 The Little Red Book of Selling and The Sales Manifesto
“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 Go for No!
“A deep, rich dive on selling to multiple stakeholders along with the practicalmechanics for displacing your competitors.” —VICTOR ANTONIO, founder of Sellinger Group
“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 Exactly What to Say and Exactly How to Sell