This is the sales gravy podcast. I'm Jeb Blunt, best-selling author of fanatical prospecting and sales EQ,

and I'm here to help you open more doors, close bigger deals, and rock your commission check.

In part four of my conversation with Anthony Annerino, the author of the hit new book, Eat Their Lunch, we talk about Mindshare and how you get Mindshare and use Mindshare to displace your competitors.

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Now, here's my continuing conversation with Anthony and Reno on competitive displacement.

I've watched you on stage dozens of time talk about Mind Share leading to wallet share.

And I want to understand why MindShare is so important to stealing customers from your competition.

You wrote a whole chapter about this in the book.

So can you help us understand exactly what that means for people who don't quite get what mind share is? It's a good question. The way that I view clients is that they've got this lens

that they're looking at the world through. And that lens has been shaped by their experience, by what they've

heard from other salespeople, about how they run their business, their experience in the industry

that they're in. And so they have all these beliefs and ideas. And you could call it the status quo.

So they have this lens. This is the way we view things. But what you're trying to do in a competitive

displacement is just push that lens out of the

way and say, let's look at it through this lens. So instead of can you have clean uniforms here at

seven o'clock, it's can we make sure that you never have to shut a line down? That's a different lens.

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