Eat Their Lunch

Winning Customers Away from Your Competition

By: Anthony Iannarino

Narrated by: Anthony Iannarino

Length: 6 hrs and 25 mins

Publisher's summary

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 three 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 audiobook 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 audiobook, you'll soon be eating their lunch.

©2018 Anthony Iannarino (P)2018 Penguin Audio

Critic reviews

“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. Eat 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!)

Awful reader

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

Another great sales book!

Easy reading actual usable info for the B2B sales folks. Selling with integrity, trust and values!

Great Book

This guy is a genius. Very practical, easy to follow and understand, and such great REAL content. This is a great book!!

Truly Outstanding

I highly recommend this book which was outstanding in every way. The author is a clear master of the subject and relates his ideas with clarity. It has helped me immensely.

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.

A must read

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

Every sales professional should own this.

After reading and listening to this amazing ”book” lesson, I’ve come to the conclusion that this is not just a book but an instrument and tool to continue to use throughout the year.

Anthony you have outdone yourself once again, This is a must have if you’re in the sales profession.

Well done Sir!

Thank you for continually being able to write these masterpieces. Your three books have helped me in my B2C business.

Too much dragged

I struggled to finish it, too much dragged but some networking pointers are good. Don't think it is a good read.

Good content on competitive displacements!

Great content. Very informative and granular information that provides a strategic background to stealing your competitor's business aka "competitive displacements" The Author isn't the most exciting reader in the world, but Anthony knows his stuff and he provides top notch insight.