Eat Their Lunch

Winning Customers Away from Your Competition

By: Anthony Iannarino

Narrated by: Anthony Iannarino

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.

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.

Critic reviews

Praise for Eat Their Lunch

“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

Awful reader

The reader is sooo monotone. Ruining this book for me. The content is good but the reader is making it awful.

Land and Retain your dream clients.

This book was a practical roadmap to becoming the top of the food chain for your dream clients: the trusted advisor.

It challenged me to do better .

A must read

If your ina service filed you need this book. Your leaving money on the table.

Narration is so Dull

The content is good but unbearable to get through. The narrator sounds like he’s half asleep the whole time with a boring monotone narration.

Excellent Material

The information was excellent. Anthony’s voice was a little monotone, but I got used to it. Maybe he should consider using an energized reader next time.