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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!

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What listeners say about Eat Their Lunch

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    2 out of 5 stars
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    3 out of 5 stars

Narrator put me to sleep... while I was driving!

Dont get me wrong, I'm still buying the book, content to give it a go as no question subject is interesting.

However, nit all authors are not narrators and those who are not good in telling stories must let this part of the job for someone who knows how to hold the listener attention, engage and make words sound interesting.

This dull and monotone narration makes what seems like a great book so boring. I may try reading it with the voices in my head, I'm sure those will keep me awake.

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  • Brian S.
  • 15-08-2019

Awful reader

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

3 people found this helpful

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  • HappyHolladays
  • 22-05-2019

Another great sales book!

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

2 people found this helpful

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  • Eddie
  • 08-08-2019

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.

1 person found this helpful

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  • 匿名
  • 03-01-2019

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.

1 person found this helpful

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  • Amazon Customer
  • 17-11-2018

painful listen

I search out and devour books that open my thinking and guide me to changes that improve my life, be it personal or business.

This information is presented in a painfully slow, dull and boring way.

I couldn't put anymore time into the hope it would get better.
on to the next....

6 people found this helpful

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  • Raymond
  • 23-04-2021

A lot of good information.

Practical information and getting new clients while keeping your current customers. Understanding your competition and understanding why you’ve lost clients and deals in the past.

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  • EdJRey
  • 30-11-2020

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.

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  • Tino Zaragoza
  • 16-06-2020

Well done Sir!

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

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  • Ryan Pereus
  • 15-02-2020

For Account Execs AND ESPECIALLY Account Managers

What's cool about this book is that while many sales books are focused on simply the processes of generating brand new business, this focuses on building long-term relationships with current clients as well as displacing competitor relationships for the win. It's a perfect match to books like New Sales Simplified or Fanatical Prospecting.

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  • Marty Greene
  • 09-01-2020

Good Content

This book has some extremely helpful content. However, the presentation is very dry. I do believe the author is very knowledgeable in this but my recommendation is to have someone narrate it that has more inflection and can keep a listener's attention.

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  • Amazon Customer
  • 08-05-2020

Very engaging

First audio book I have listened to until the end in a long while. I could not wait until the next chapter. Anthony puts a lot of thought into perspective and has reignited and elevated the sales process. Really thought provoking with techniques you can apply at all levels, even internally.

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  • Marc C
  • 13-03-2019

Genius, this book is a game changer

I have listened to this book several times and every time it gets better. I discover more and more insight into how to attack your competitors clients in a professional (not creepy/stalking) way whilst maintaining control of your own. The level 4 value section is the most interesting section for me, it really makes you think how you can add more and more value to your existing and prospective clients thus proving you as the expert and trusted advisor. Every sales person should strive to hold the same values as Anthony details in this book, as a seller into a competitive B2B marketplace, a 'red ocean' if you will, this book is pure gold. With activities/homework to carry out and an online learning facility to assist, this book really is an asset to any sales persons arsenal. I just wish Anthony's other books - 'The Lost Art of Closing' and 'The Only Sales Guide You Will Ever Need' were available as audiobooks.

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