Listen free for 30 days

  • Eat Their Lunch

  • Winning Customers Away from Your Competition
  • By: Anthony Iannarino
  • Narrated by: Anthony Iannarino
  • Length: 6 hrs and 25 mins
  • 4.6 out of 5 stars (49 ratings)

One credit a month, good for any title to download and keep.
Unlimited listening to the Plus Catalogue - thousands of select Audible Originals, podcasts and audiobooks.
Exclusive member-only deals.
No commitment - cancel anytime.
Buy Now for £22.49

Buy Now for £22.49

Pay using card ending in
By completing your purchase, you agree to Audible's Conditions of Use and authorise Audible to charge your designated card or any other card on file. Please see our Privacy Notice, Cookies Notice and Interest-based Ads Notice.

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!

More from the same

What listeners say about Eat Their Lunch

Average customer ratings
Overall
  • 4.5 out of 5 stars
  • 5 Stars
    35
  • 4 Stars
    7
  • 3 Stars
    7
  • 2 Stars
    0
  • 1 Stars
    0
Performance
  • 4.5 out of 5 stars
  • 5 Stars
    23
  • 4 Stars
    10
  • 3 Stars
    5
  • 2 Stars
    0
  • 1 Stars
    0
Story
  • 4.5 out of 5 stars
  • 5 Stars
    27
  • 4 Stars
    6
  • 3 Stars
    4
  • 2 Stars
    0
  • 1 Stars
    0

Reviews - Please select the tabs below to change the source of reviews.

Sort by:
Filter by:
  • Overall
    5 out of 5 stars
  • Performance
    5 out of 5 stars
  • Story
    5 out of 5 stars

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.

  • Overall
    5 out of 5 stars
  • Performance
    5 out of 5 stars
  • Story
    5 out of 5 stars

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.

Sort by:
Filter by:
  • Overall
    1 out of 5 stars
Profile Image for Amazon Customer
  • Amazon Customer
  • 17-11-18

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

  • Overall
    4 out of 5 stars
  • Performance
    1 out of 5 stars
  • Story
    5 out of 5 stars
Profile Image for Brian S.
  • Brian S.
  • 15-08-19

Awful reader

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

4 people found this helpful

  • Overall
    5 out of 5 stars
  • Performance
    4 out of 5 stars
  • Story
    5 out of 5 stars
Profile Image for HappyHolladays
  • HappyHolladays
  • 22-05-19

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

  • Overall
    1 out of 5 stars
  • Performance
    1 out of 5 stars
  • Story
    2 out of 5 stars
Profile Image for D-Mac
  • D-Mac
  • 08-12-18

Very hard to listen to

The Author/Narrator has a unenergetic voice and deadpan delivery. Most of the book is regurgitated from other sales books.

2 people found this helpful

  • Overall
    4 out of 5 stars
  • Performance
    4 out of 5 stars
  • Story
    5 out of 5 stars
Profile Image for Eddie
  • Eddie
  • 08-08-19

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

  • Overall
    5 out of 5 stars
  • Performance
    5 out of 5 stars
  • Story
    5 out of 5 stars
Profile Image for Anonymous User
  • Anonymous User
  • 03-01-19

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

  • Overall
    1 out of 5 stars
  • Story
    1 out of 5 stars
Profile Image for ASHOK HN
  • ASHOK HN
  • 12-12-18

pure unadulterated BS

author talks and talks of his book, of what it would do, on and on. after many chapters, just gave up. it's not the money that I lost, but precious time.

1 person found this helpful

  • Overall
    1 out of 5 stars
  • Performance
    1 out of 5 stars
  • Story
    2 out of 5 stars
Profile Image for Brandan
  • Brandan
  • 01-12-18

Like Watching Grass Grow. Hard Pass

Seriously, pass on this one. Save your credits. If you must have this information, buy the book. I think this is my first audible review and I’ve never felt so compelled to write one.

I want to like this book because I work in a very commoditized industry where price is king and the lowest bidder often wins. This book, by its description, sounds like a perfect guide on how to excel in that exact type of environment.

Unfortunately, I may never know if that’s the case, because listening to Anthony read this book makes me want to slowly insert ice picks into both my ears.

It’s like I’ve been transported back to grade school, where everyone reads in the same, low-pitch monotonous tone and ends every sentence with a downward inflection. I can’t concentrate and glean any information from what he’s saying, so I end up rewinding it, only to fall off the wagon midway through the same paragraph.

I can only imagine that listening to this book is akin to what it must be like to read a 1,000 page government bill or technical manual.

1 person found this helpful

  • Overall
    1 out of 5 stars
  • Performance
    1 out of 5 stars
  • Story
    2 out of 5 stars
Profile Image for G. Ivory
  • G. Ivory
  • 24-08-22

Is this a sleep story?

Can't get through the first chapter. Boring, sleepy author reading his own stuff. Hire a pro dude.

  • Overall
    5 out of 5 stars
  • Performance
    5 out of 5 stars
  • Story
    4 out of 5 stars
Profile Image for TonjuaJ
  • TonjuaJ
  • 14-06-22

Eat Mentally at the Business Buffet

The author does a nice job of highlighting the art of sales. There are unlimited approaches and perspectives to consider but one thing is clear: we must be willing to work with and for something substantial.

The book highlights confidence and believe more so than anything else. To “eat their lunch” one must realize that this analogy is far deeper. It encompasses being observant of a decent or good lunch and systematically helping all see why that lunch is out of season or not as nutritious. It evolves to an exercise of “eating one’s own lunch and sharing it with your new business partner.”