Eat Their Lunch by Anthony Iannarino

Written and narrated by Leigh Martinuzzi 

Anthony Iannarino is a bestselling author and internationally recognized speaker on sales, success, personal development, leadership, and entrepreneurship. In his latest book, Eat Their Lunch, Anthony shares ideas, strategies and practical methods on how we can win customers away from our competition. In a continuation from his previous work with the likes of The Only Sales Guide Anthony appreciates the nature of sales and that business growth is less about cheap tricks of tactics and more about relationship smarts.

I am not a sales guru however after working years in various sales roles it has become more evident to me that winning business revolves primarily around the relationship you have with your customer. The better your relationship is the more likely it is that you have their trust and at the end of the day that is what is required to gain anyone’s business. Anthony delivers on the importance of relationships in his first chapter and why you are the value proposition.

The title may indicate that taking business away from your competition is ruthless and a little bloodthirsty in spirit. It can be and, in the past, perhaps it has been treated that way. However, it no longer works nor is it a sustainable business growth strategy. People have access to more information than ever before. This gives them leverage in comparing and differentiating between you and your competition. And if our industry has relatively the same service or product offering across the board how are we going to stand out?

I also believe as salespeople, we often given less credit to our customer than they deserve. As a society, we may be ignorant of many things but put yourself in the shoes of your customer. We are all a customer somewhere. What makes us trust and choose the person we buy from. If the service offering is much the same, it likely has little to do with that.  Smoke and mirrors do little to disguise one’s flaws or tactics and are easy to see through. In this day in age, with an abundance of choice, we often choose the business or person based on how they make us feel.

It is these thoughts that guide Anthony’s lessons in this book. And what he shares are ideas and strategies that will help us better understand how we can better approach our customers to stand out, gain their attention, build trust and win their business. With most industries now more crowded than ever before sales success will be built on many of the ideas Anthony shares in the pages of this book.

I particularly enjoyed the fires few chapters that help the reader gain clarity around their unique value propositions. Anthony also guides us on how to become our dream client’s strategic partner. To do that we must better understand them and their needs and also the key trends that are affecting or changing the nature of their business. We become their strategic partner by gaining their attention and capturing mindshare highlighting along the way that we understand their business like no other and how we can offer solutions to help.

For novices, this book is a welcoming guide in improving your sales game and growing your business. For those already in the trenche,s this book will help you step back and gain some much-needed clarity around your current focus and strategy. The book is designed more for business to business sales however the same tools, tips and strategies can be applied to any sales game. I believe that there is an abundance of business out there for us all. Winning and growing business is the ability to gain attention and build quality relationships and that may take more effort than what many are prepared to do.

If this book sounds of interest you can purchase Eat Their Lunch: Winning Customers Away from Your Competition here.

Please leave your thoughts, comments & questions below.

Peace, passion and purpose…

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