In The Arena Podcast With Anthony Iannarino | Sales | Marketing |business Coaching | Sales Management | Teamwork | Success |r

On Tuesday, November 6th, I am releasing my third book in three years. If you read this newsletter each week (or even most weeks), you know the book is titled “Eat Their Lunch: Winning Customers Away from Your Competition.” It’s a book about competitive displacement, or put more directly, “stealing your dream clients from your competition.” Eat Their Lunch is a book about living, thriving, and surviving in the red ocean, where there is fierce competition, where clients want to commoditize what you sell, and where you are necessarily a large part of the value proposition (and in many cases, the largest). When someone writes a book, they have something they absolutely must share, some question they must answer, some problem they need to solve, or some complicated knot they are attempting to unravel. When you think about sales, there aren’t too many things more difficult than taking your dream client away from a competitor they believe is satisfying their needs. It’s not that they don’t have a compelling reason