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Eat Their Lunch: Winning Customers Away from Your Competition
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 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 3 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 book shows you how to find and maintain a long-term competitive advantage by taking steps 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 book, you'll soon be eating their lunch.
238 pages, Kindle Edition
Published November 6, 2018
256 people are currently reading
793 people want to read
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Displaying 1 - 29 of 29 reviews
January 24, 2019
Comes from a great depth of knowledge and provides a great lens for any salesperson to transfer to their line of work. Provided insight to new approaches I personally had not considered and confirmation for certain actions I’d felt were good moves in day to day sales. Also, helped me notice mistakes I was making and processes I was allowing to go by the wayside with some important clients.
June 2, 2023
The importance of relationships with other human beings is highly emphasized throughout the the text. The best insight i can think of off the top of my head from this book is to keep learning and make sure to stay relevant as a whole. The technical aspects of this book seemed to drone on a bit, but i can understand the importance of what Iannarino is saying. Overall 3 out of 5 stars for me.
January 25, 2019
Some interesting perspectives.
Plus this made me feel less guilty for not working on my paper but still doing research:P
2019 reading challenge - Your favourite prompt from a past POPSUGAR Reading Challenge - 2017 - A Book with a Subtitle
Plus this made me feel less guilty for not working on my paper but still doing research:P
2019 reading challenge - Your favourite prompt from a past POPSUGAR Reading Challenge - 2017 - A Book with a Subtitle
August 4, 2019
Be relational. Not transactional.
September 4, 2019
Represents a sharpening of the mindset required to win at selling. NO, it's not full of revelations. In fact, I'm great at what I do and a lot of my practices are in this book. The difference is I gained some appreciation for the gaps between me and the masses. And it caused me to reinforce my best behaviors while adding some new processes. And THAT has made a big difference in my daily effort and my state of mind. And with an improved state of mind comes an increase in energy and output. All of this is tangible. And the tangible makes each day better.
In short, this book somehow released the tensions of selling by laying bare what works and reinforcing those practices in my every day.
In short, this book somehow released the tensions of selling by laying bare what works and reinforcing those practices in my every day.
December 21, 2021
2.5
This book was brief but not brief enough, however, if you are in a complicated B2B sales environment where building deep strategic partnerships and prospecting against similarly integrated partnerships this may be perfect.
The author sets out to provide a blueprint for how to prospect against and win customers away from other companies. Sounds exciting and the author delivers on some of that excitement in the first couple of chapters, but then the book goes from helpful to overly specific about a specific type of sales process.
The primary flaw of the book is that more than half of the book functions as a field sales manual for a very specific kind of sales. Anthony Iannarino writes from a place of earned authority, but his sales experience seems to come entirely from one perspective which is staffing sales. He makes it clear that he wants to go beyond principles and provide step by step "real world" examples but every example comes from the perspective of B2B strategic partnership model that admittedly includes a broad range of fields but almost never apply into different sales situations.
The first three or four chapters were good and helpful. The final three of four chapters were good and helpful. The middle of the book was to me a complete waste of my time. If you are in a B2B working partner style sales environment I would strongly recommend this, for any other kind of sales, it's a strong pass. If you already own it, do read the first few chapters but then feel free to move on to other books.
This book was brief but not brief enough, however, if you are in a complicated B2B sales environment where building deep strategic partnerships and prospecting against similarly integrated partnerships this may be perfect.
The author sets out to provide a blueprint for how to prospect against and win customers away from other companies. Sounds exciting and the author delivers on some of that excitement in the first couple of chapters, but then the book goes from helpful to overly specific about a specific type of sales process.
The primary flaw of the book is that more than half of the book functions as a field sales manual for a very specific kind of sales. Anthony Iannarino writes from a place of earned authority, but his sales experience seems to come entirely from one perspective which is staffing sales. He makes it clear that he wants to go beyond principles and provide step by step "real world" examples but every example comes from the perspective of B2B strategic partnership model that admittedly includes a broad range of fields but almost never apply into different sales situations.
The first three or four chapters were good and helpful. The final three of four chapters were good and helpful. The middle of the book was to me a complete waste of my time. If you are in a B2B working partner style sales environment I would strongly recommend this, for any other kind of sales, it's a strong pass. If you already own it, do read the first few chapters but then feel free to move on to other books.
March 27, 2024
Eat Their Lunch is a crucial tool for those in sales/marketing. Ultimately, I feel like this was a book for decision-makers fresh on the scene, so it’s not like your entry-level sales associate is going to be making the big decisions, especially considering the concept of “dream clients” and “future partners.”
Eat Their Lunch is separated into 3 parts, curating actionable insights into how to position yourself in valuable way towards your potential new clients; establishing nurture campaigns that confirm your competitors’ displacement; and cultivating a lasting and retaining relationship with your dream client once you’ve brought them under your wing.
Confidence and a diligence to learn are common themes throughout elevating your sales pitches and inquiries within this text. You’ll become an enhanced candidate for your potential new client if you are able to define their current and future needs and goals and fully understand their mission and sales goals. Knowing them better than they know themselves will help to nurture the future of that relationship for time to come. There are several other tips that are ones to pen down and practice on your own endeavors, like calling instead of emailing and embracing self-less pursuits in relationship cultivation.
There wasn’t anything mind-boggling and jaw-dropping in this text, but there are definitely some actionable insights that are sure to help interested parties.
Eat Their Lunch is separated into 3 parts, curating actionable insights into how to position yourself in valuable way towards your potential new clients; establishing nurture campaigns that confirm your competitors’ displacement; and cultivating a lasting and retaining relationship with your dream client once you’ve brought them under your wing.
Confidence and a diligence to learn are common themes throughout elevating your sales pitches and inquiries within this text. You’ll become an enhanced candidate for your potential new client if you are able to define their current and future needs and goals and fully understand their mission and sales goals. Knowing them better than they know themselves will help to nurture the future of that relationship for time to come. There are several other tips that are ones to pen down and practice on your own endeavors, like calling instead of emailing and embracing self-less pursuits in relationship cultivation.
There wasn’t anything mind-boggling and jaw-dropping in this text, but there are definitely some actionable insights that are sure to help interested parties.
October 18, 2019
I'm a big fan of Anthony. He has a way of articulating his ideas very clearly and intelligently that you don't get with many other authors.
This book is targeted toward Salespeople who are trying to displace their competitor- which is the hardest type of opportunity.
The main concept, explored through different avenues and situations, is to enter the conversation as a Strategic Partner.
If your client is 100% focused on the business they're missing threats & opportunities from the macro and industry level that they can be briefed and counseled on.
This is a very relevant topic for me, so I'll be completing the Workbook next.
Definitely get it and write out the answers to get the most from this read.
This book is targeted toward Salespeople who are trying to displace their competitor- which is the hardest type of opportunity.
The main concept, explored through different avenues and situations, is to enter the conversation as a Strategic Partner.
If your client is 100% focused on the business they're missing threats & opportunities from the macro and industry level that they can be briefed and counseled on.
This is a very relevant topic for me, so I'll be completing the Workbook next.
Definitely get it and write out the answers to get the most from this read.
April 19, 2020
The consultative expert in an advisory role is key to establishing and maintaining the relationship with your prospect. Do what others are not willing to do. Usually the game is won through apathy or lack of commitment from your competition. Be the expert advisor, demonstrate and prove to your client that you are their best choice and strategically displace your competitors. I met Mr. Iannarino in April 2019. Calm and composed, just the way his techniques can be employed to safeguard your business against future threats.
September 2, 2019
11/10. Best sales book I’ve read this year. In essence, selling yourself as a trusted advisor rather than a commodity that is purely transactional, will allow you to break into places never thought possible, while also maintaining clients you currently have. Wildly different approach than you would expect.
September 2, 2019
Outstanding, mind-shifting. The overall content, in general, is superbly helpful. If thoroughly employed in a B2B setting, I can not help but anticipate one gaining clear differentiation and increased wins. One disappointing aspect would be the utilization of course language in the form of an acronym contained within a few times.
February 14, 2020
Great read filled with a lot of solid advice and lessons. I’ve recently transitioned into a new role and am using “Eat Their Lunch” to layout my outreach and prospecting processes. I highly recommend for anyone looking to sharpen their skills or even to review things they feel they already know. It’s not a big book, but there’s a lot in it!
June 5, 2019
Anthony is a leader in our field for sure! Is handling of this topic should be rich by every B to B sales person. He teaches how to navigate a high value complex sales opportunity. Read all this person writes...but only if you want to make lots more money!
August 26, 2019
My new supervisor recommended this book when I started my current position, my first in a strongly sales-oriented environment, and it is a winner. This is a step-by-step guide on how to be a strategic partner for your customers rather than a supplier. It will change the way you think.
December 2, 2019
A great read for those who find themselves in mature industries and need to increase revenue by taking market share from other players. This book is about prioritization and who you spend the most time selling to, which can be daunting for new sales reps.
January 30, 2020
Decent sales book. The entire theme is how can you be a trusted advisor to your customer. Avoid being commoditized and overlooked.
He provides many practical tips on how to execute his recommendations. Worksheets are online and short summaries at the end of each chapter.
He provides many practical tips on how to execute his recommendations. Worksheets are online and short summaries at the end of each chapter.
August 18, 2023
I like this book! The beginning & end were the most impactful for my current role but I can see the whole book being impactful for other sales roles depending on what industry you are in!
This is one I would read again to gain even more insight/memory into the tactics he talks about
This is one I would read again to gain even more insight/memory into the tactics he talks about
May 23, 2025
A decent read. I’m only giving it 3 stars because it felt like a lot of things I already know about my profession and industry. I did enjoy his commentary on issues we see in our profession and how to solve them. I would certainly read one of his other books.
May 5, 2019
Very helpful sales strategies!
April 5, 2021
Great insights for anyone. We are all sales people in some way - externally to customers or internally to coworkers. Anthony is brilliant in his approach to what can be a very tired subject!
October 26, 2021
A few interesting concepts, that could’ve stated in less pages.
July 18, 2022
Despite the provocative title, this was actually a very human-centered approach to sales strategy and process. Very practical and thoughtful ideas throughout.
July 20, 2022
One of the best books about the new way of selling. A must read.
July 16, 2023
He must have had a 3 book contract to fill.
November 29, 2023
A good first book to read about sales if one wishes to start a career as an account executive.
August 3, 2024
Good overall summary of tactics and strategies for winning biz from competition. A little basic, not many major insights
February 6, 2025
Even better the second time
This book is gold in the field of sales or to go even broader in the field of business communication
This book is gold in the field of sales or to go even broader in the field of business communication
February 15, 2020
Solid. Most consultative approach to sales that I have read. Extremely valuable for high level strategies.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.
May 29, 2022
A few remarkable ideas but incredibly redundant and verbose.
Helpful? Yes. But in a 50 pages summary.
Helpful? Yes. But in a 50 pages summary.
Displaying 1 - 29 of 29 reviews