Eat Their Lunch

1. Competitive Displacement Requires Strategic Value Creation

"If you are going to displace your competitor (i.e., eat their lunch), you'll have to make it worth your dream client's time, energy, and money to change."

Beyond Commodity Selling. Competitive displacement is not about having the lowest price or the most features. It's about creating strategic value that fundamentally transforms how a client views their business challenges. Salespeople must move beyond transactional approaches and position themselves as strategic partners who can drive meaningful change.

Levels of Value Creation:

• Level 1: Product features
• Level 2: Service and support
• Level 3: Tangible business results
• Level 4: Strategic partnership and future outcomes

Strategic Differentiation. The most successful salespeople enter conversations from the highest level of value, offering insights and perspectives that their competitors cannot. This means understanding the client's broader business context, anticipating future challenges, and presenting innovative solutions that go beyond immediate problem-solving.

2. Capture Mindshare by Understanding Industry Trends

"The person who controls the lens through which the client views their business and their challenges is the person who creates and wins opportunities."

Trend Analysis. Capturing mindshare requires deep understanding of technological, economic, political, and cultural trends that impact a client's industry. Salespeople must become informed researchers who can interpret complex changes and their potential implications for businesses.

Developing Insights:

• Read industry publications
• Follow business news
• Analyze economic reports
• Study technological advancements
• Understand demographic shifts

Proactive Problem-Solving. Instead of waiting for clients to recognize their challenges, top salespeople anticipate and articulate emerging issues before they become critical. This approach positions them as forward-thinking advisers rather than reactive service providers.

3. Develop a Persistent Nurture Campaign

"If you want to make real change, one that includes swapping out your competitor, you must have a greater understanding of what needs to change and a clearer view of the people who need to make those changes."

Strategic Communication. A successful displacement requires a methodical, long-term approach to building relationships and credibility. This involves consistent communication that provides value, insights, and perspective over an extended period.

Nurture Campaign Strategies:

• Segment target clients
• Create multi-channel communication plans
• Share industry insights
• Provide provocative perspectives
• Maintain consistent follow-up

Patience and Persistence. Competitive displacement is not a quick process. It requires disciplined, strategic outreach that gradually builds trust and demonstrates superior understanding of the client's business challenges.

4. Identify and Engage the Right Stakeholders

"There is someone who is responsible for making the very change you are trying to initiate... the CEO of the Problem."

Stakeholder Mapping. Successful sales strategies require understanding the complex ecosystem of decision-makers within an organization. This involves identifying key influencers, understanding their motivations, and developing tailored approaches for each stakeholder.

Key Stakeholder Types:

• CEO of the Problem
• End Users
• Ancillary Stakeholders
• Management
• Executive Leadership

Relationship Building. Effective displacement requires developing relationships across multiple levels of the organization, understanding each stakeholder's unique perspective and value requirements.

5. Build Consensus Across the Organization

"Decisions are being made by consensus. The C-level executive you might have called in the past has no interest in what you sell unless and until the people who report to her have a strong interest in doing something different."

Consensus Creation. Modern sales strategies must navigate complex organizational dynamics, building support across different stakeholder groups and addressing potential resistance to change.

Consensus-Building Strategies:

• Identify allies and potential supporters
• Address concerns of obstacles
• Create compelling change narrative
• Demonstrate tangible value
• Provide clear implementation path

Collaborative Approach. Success requires a nuanced understanding of organizational politics and the ability to create a compelling case for change that resonates with multiple stakeholders.

6. Develop Executive Presence and Credibility

"You are your dream client's peer. Having informed opinions and a point of view, having information that the client doesn't have, being comfortable with conflict, and dealing with real challenges and problems all help to make you a peer."

Professional Positioning. Developing executive presence means presenting yourself as a strategic thinker who brings unique insights and perspectives, not just a product seller.

Key Components of Executive Presence:

• Deep industry knowledge
• Confident communication
• Strategic thinking
• Ability to challenge status quo
• Proactive problem-solving

Thought Leadership. Successful salespeople position themselves as trusted advisers by consistently demonstrating superior understanding of industry challenges and potential solutions.

7. Become a Trusted Adviser Through Expertise

"Being truly consultative means being a trusted adviser, and that is a much higher bar than most imagine."

Knowledge Development. Becoming a trusted adviser requires continuous learning and the ability to provide strategic counsel that goes beyond immediate product offerings.

Expertise Building:

• Develop deep industry understanding
• Stay current with technological trends
• Understand clients' strategic challenges
• Provide forward-looking perspectives
• Offer actionable insights

Value Creation. True trusted advisers help clients see possibilities they couldn't see on their own, transforming the sales relationship from transactional to strategic.

8. Protect Your Clients from Competitive Threats

"Winning new clients isn't enough. You also have to retain them, and you have to help them grow so you can grow with them."

Proactive Client Retention. Success in sales requires continuous value creation and relationship management to prevent competitive displacement.

Retention Strategies:

• Create ongoing value roadmaps
• Maintain accountability for results
• Develop multiple organizational relationships
• Continuously innovate
• Communicate proactively

Strategic Partnership. Client retention is about consistently demonstrating value and positioning yourself as an indispensable strategic partner.

9. Your Personal Brand Is Your Greatest Competitive Advantage

"Who you are matters more than what you sell."

Personal Branding. In a competitive sales environment, your personal attributes and approach are often more important than your product's features.

Key Personal Brand Elements:

• Authenticity
• Expertise
• Reliability
• Communication skills
• Problem-solving ability

Differentiation. Your unique combination of skills, knowledge, and interpersonal abilities becomes your primary competitive advantage.

10. Leadership and Resourcefulness Drive Sales Success

"Sales is leadership, and leadership is sales."

Sales as Leadership. Successful sales professionals must demonstrate leadership qualities, taking ownership of outcomes and guiding clients toward better solutions.

Leadership Characteristics:

• Accountability
• Strategic thinking
• Resourcefulness
• Proactive problem-solving
• Continuous learning

Transformational Approach. Sales is about more than selling products—it's about leading clients toward better business outcomes through expertise and strategic guidance.

Last updated: January 12, 2025