EAT THEIR LUNCH

This is the first ever playbook for salespeople on how to win clients and customers who are already being serviced by your competition.

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.


Anthony Iannarino is an international speaker and sales leader and the author of The Only Sales Guide You'll Ever Need and The Lost Art of Closing. 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.