Eat Their Lunch: Winning Customers Away from Your Competition
| Informative | 8.5 |
|---|---|
| Helpful | 8.5 |
| Easy to Read | 9 |
| Value for money | 8.3 |
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.
Description
Review
Key Take-aways
- Most companies operate in ‘red oceans,’ mainly markets with fierce competition. It’s hard to generate new business in red oceans. Most of your clients will come from your rivals. The opposite is also true. Customers will jump ship to your competitors if you don’t keep them happy.
- Iannarino talks about the four levels of value creation in sales. The best companies position themselves at the top of the chain as level four providers. They provide incredible value and act almost like an extension of their clients’ businesses by cementing themselves as trusted advisors.
- At this point, your solution is no longer the selling point—you are the investment. Whatever decisions they’re making, they’ll go to you first for advice. Look at the situation from your customer’s point of view and provide relevant guidance. Remember, your success depends heavily on the customer’s success.
- This applies to the sales process as well. You can attract clients away from competitors if they feel you’re a better person to work with. Don’t condemn your rivals. Instead, differentiate yourself by proving your expertise as a consultant in addition to solving their business challenges.
About the book
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.
More about the author
Anthony IannarinoReviews (0)
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