The first ever playbook for B2B salespeople on how best to win clients and customers who already are being serviced by your competition, from the writer from the Only Sales Instruction You’ll Ever Need and The Lost Art of Closing.

Enjoy it or not, product sales is usually a zero-sum game: Your win is someone else’s loss. Most salespeople work in mature, overcrowded sectors, your offerings recognized (frequently unfairly) as goods. Growth requires taking market share from your own competitors, while they make an effort to do the about Eat Their Lunchtime: Winning Clients Away from YOUR RIVALS same for you. How else is it possible to grow 12 percent a yr in an market 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.’ It might seem this involves a bloodthirsty ‘whatever it takes’ attitude, but that’s the reverse of what works. If you become a Mafia don, you merely make yourself hard to trust and difficult to see as a long-term partner. Rather, this book shows you how to discover and keep maintaining a long-term competitive advantage by taking methods like:

• ranking potential new clients not by their size or comfort to you, but by who stands to get the most from your own solution.

• understanding the various priorities for everybody inside your prospect’s company, from the CEO towards the accountants, and addressing their various worries.

• developing a systematic contact plan for those different stakeholders and that means you can win over the right people at the business in the optimal sequence.

Your competitors may be tough, but with the strategies you will discover in this book, you’ll soon be eating their lunch time.