The factors that determine success and failure when it comes to creating value and becoming a trusted advisor is your ability to be One-Up.

The main concept in Elite Sales Strategies is the strategy of being One-Up, meaning you know more than your clients do, as it pertains to the decision your clients need to make to improve their results. Your client is One-Down, not because they are not smart, but because they don't buy what you sell often enough to know more than you do.

While you are One-Up when it comes to what you sell, you are almost certain to be One-Down when it comes to your client's business, especially how to understand and navigate their company. The sales conversation provides an opportunity to help your client move from One-Down to One-Up when it comes to the better results they need, while they help you out of your One-Downess when it comes to what you need to know to be One-Up.

The concept of One-Up is supported by nine factors that allow you to occupy the role of a truly consultative salesperson and become a trusted advisor by providing your clients with good counsel, excellent advice, and the recommendations that will speed your clients towards the better outcomes they need. 

This is Anthony Iannarino's fourth book exploring the modern sales approach. 

• The Only Sales Guide You'll Ever Need provided a competency model for a modern B2B Salesperson.
• The Lost Art of Closing: Winning the 10 Commitments That Drive Sales was designed to help salespeople adapt to the now nonlinear sales conversations while helping their clients commit to the conversations that allow them to make change in their organizations.
• Eat Their Lunch: Winning Customers Away from Your Competition is a book about competitive displacements, or how a salesperson can take a client away from their competition by creating compelling, differentiated value.
• Elite Sales Strategies: A Guide to Being One-Up, Creating Value, and Becoming Truly Consultative is the fourth book documenting the modern sales approach, this time providing the ultimate guide to consultative sales.