"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. Most sales teams don't have the luxury of selling to "fresh" clients, who are looking for something new. Instead, they work in crowded, highly competitive environments, where winning means taking market share from their competitors, who in turn are working to take market share from them. As a salesperson working in these competitive conditions, how do you win a contract from your dream client when they seem satisfied with the service your competitor provides? Do you attempt to compete on features, superior customer service, or improved results? Anthony Iannarino argues that these days, none of those tactics will convince your prospect to make a switch. To displace your competition, you need to become your prospective client's trusted advisor, by creating tangible value f