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Iannarino - Eat their lunch: winning customers away from your competition

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Iannarino Eat their lunch: winning customers away from your competition
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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 Youll Ever Need and The Lost Art of Closing. Most sales teams dont 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 clients 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 organizations collective beliefs and behaviors. The goal is to be so valuable to your dream clients that they want to hire you away--

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ALSO BY THIS AUTHOR The Only Sales Guide Youll Ever Need The Lost Art of - photo 1
ALSO BY THIS AUTHOR

The Only Sales Guide Youll Ever Need

The Lost Art of Closing: Winning the Ten Commitments That Drive Sales

PortfolioPenguin An imprint of Penguin Random House LLC 375 Hudson Street New - photo 2

PortfolioPenguin An imprint of Penguin Random House LLC 375 Hudson Street New - photo 3

Portfolio/Penguin

An imprint of Penguin Random House LLC

375 Hudson Street

New York, New York 10014

Copyright 2018 by Anthony Iannarino Penguin supports copyright Copyright fuels - photo 4

Copyright 2018 by Anthony Iannarino

Penguin supports copyright. Copyright fuels creativity, encourages diverse voices, promotes free speech, and creates a vibrant culture. Thank you for buying an authorized edition of this book and for complying with copyright laws by not reproducing, scanning, or distributing any part of it in any form without permission. You are supporting writers and allowing Penguin to continue to publish books for every reader.

LIBRARY OF CONGRESS CATALOGING-IN-PUBLICATION DATA

Names: Iannarino, Anthony, author.

Title: Eat their lunch : winning customers away from your competition / Anthony Iannarino.

Description: New York City : Portfolio, 2018.

Identifiers: LCCN 2018029804 (print) | LCCN 2018033958 (ebook) | ISBN 9780525537632 (ebook) | ISBN 9780525537625 (hardback)

Subjects: LCSH: Selling. | Competition. | BISAC: BUSINESS & ECONOMICS / Sales & Selling. | BUSINESS & ECONOMICS / Development / Business Development.

Classification: LCC HF5438.25 (ebook) | LCC HF5438.25 .I2496 2018 (print) | DDC 658.8/04dc23

LC record available at https://lccn.loc.gov/2018029804

While the author has made every effort to provide accurate telephone numbers, Internet addresses, and other contact information at the time of publication, neither the publisher nor the author assumes any responsibility for errors, or for changes that occur after publication. Further, the publisher does not have any control over and does not assume any responsibility for author or third-party websites or their content.

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This book is dedicated to the women and men who compete to help their clients produce better results, working to win new business from their competitors while also doing what is necessary to protect their clients from competitive threats.

This book is dedicated to those who compete with a set of nonnegotiable values built on character, honesty, and integrity, those who will not do whatever it takes because their desire to win includes an unwillingness to compromise these values. Its dedicated to those who are brave enough to lose with honor and who have the persistence to try again.

This book is dedicated to the people who sell in competitive industries where things are mostly equal, and where the value they create is the primary differentiator; those who dont have the advantage of having a solution that is so much in demand that they can simply take orders.

Contents
Foreword

I grew up in an insanely competitive industry. The service I sold was highly profitable, but it wasnt sexy. It was perceived and treated as a commodity by most buyers. And since virtually all of those buyers were already using the service sold, the only way to win was by taking those accounts from entrenched, incumbent vendors who were intent on holding onto their lucrative business.

You guys are all the same was the regular refrain from buyers who perceived no difference between the various vendors in my niche. Most preferred to avoid meeting altogether and brushed off appointment requests with Just give me your best price; if youre in the ballpark, well talk.

The race to the bottom on a pure price play in this hypercompetitive environment was short, fast, and usually ended abruptlyincumbents did not lose accounts on price.

To call it a grind is an understatement. Every opportunity was a chess match. Outhustle was the name of the game. There was no easy button. Each deal had to be EARNED. In this grueling, cutthroat, winner-takes-all world, salespeople who found it difficult to differentiate beyond price burned out quickly.

It was inside this crucible that I learned how to master the board and eat their lunch. If you could flip the commodity script on its ear. If you could deftly expose competitor weaknesses. If you could connect emotionally with buyers and influence their behaviors. If you were adept at displacing competitors. You could make a ton of money.

I loved this world and thrived in it. Displacing fat and happy and often lazy competitors who were taking advantage of my prospects was a game I lived for. Shifting a perceived commodity to a differentiated value-added service was like creating fine art.

What made me successful, along with many other professionals who work in similar competitive situations, was not manipulation, tricks, or technology. It wasnt an overwhelming competitive advantage. It certainly wasnt marketing, branding, or advertising.

Instead, it was making the process of buying personal. It was professionalism, integrity, and an intense focus on human relationships. When I mastered human-influence frameworks, deal strategy, and my own emotions, I rose above the pack. When I became a problem solver who focused on delivering measurable business outcomes, I won the dayagain and again and again.

In this masterpiece book, for the first time, Anthony Iannarino teaches you the art and science of competitive displacement. He shows you step by step how the very best salespeople in the world obliterate their fiercest competitors. Youll learn winning strategies and frameworks that will instantly allow you to differentiate yourself in the crowded global marketplace.

Anthony and I are like brothers from another mother. Hes one of my very best friends. We talk about sales and selling constantly. Obsessively. Sometimes several times in a day. At times we debate, argue, and disagree on an approach or an idea, but we are both driven in our collective mission to advance sales as a profession.

We are also in violent agreement that the sales profession has gotten soft and that salespeople have lost their competitiveness. Far too many salespeople want the deal handed to them on a silver platter. As Anthony says, we have moved from a generation of rainmakers to a new era of rain barrels who stare at the sky hoping that something might fall in.

Ive got news for you, hope is not a strategy, and its time for an awakening from this sad malaise that has descended on the sales profession. It begins with this book.

Why should you pay attention to Anthony? He has lived in and continues to live in the trenches just like you. He grinds it out with his own sales teamskipping meals and doing deals. Like so many great sales professionals who do hand-to-hand combat and consistently come out winners, hes clear, to the point, and filters out all of the fluffy BS so that you can get to the truth.

In Eat Their Lunch, Anthony holds nothing back. You are going to get the unadulterated truth about why you are failing and not reaching your income goals. It will become crystal-clear why your competitors always seem to be getting the best of you.

With the turn of each page, though, youll gain more confidence in competitive situations. Youll employ new strategies that give you a decisive edge. Youll learn how to interact with buyers who think you are a commodity and will flip the script. When you put Anthonys techniques to work in your sales day, you will win big, your prospects will win big, and you will eat your competitors lunch.

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