People often challenge me about my ideas in Eat Their Lunch, but mainly about the concept of Level 4 Value Creation and Entering the sales conversation from the right instead of the left (imagine Level 1 is on the left side of a slide, and Level 4…

In Eat Their Lunch: Winning Customers Away from Your Competition, I wrote a chapter on Capturing Mindshare, or building and supporting a general theory about why your dream client should change. That section is practical and tactical, and it is…

The words "create value" are used so often and in so many different contexts that it can be challenging to know what it means—or what you are supposed to do to create value. I have written about something I called Level 4 Value Creation to…

Eat Their Lunch: Winning Customers Away from Your Competition contains a chapter about Capturing Mindshare or, put another way, shaping the lens through which your dream client views their business, their challenges, and their opportunities. The…

In business-to-business sales, selling effectively now requires that you have business acumen and situational knowledge (something like experience). Your goal should to be a 52% subject matter expert as it pertains to your company's products and…

You worry about your dream client taking your big idea and executing it themselves—or worse, giving the idea to your competition. As unfortunate as this is, it is a necessary risk and part of being consultative. One way to make this point is to…

If you don’t follow the recipe, things don’t turn out like they should. This is especially true if the recipe is your business model. Most of us don’t sell the lowest price. We also don’t sell the best product, either. We sell the best total…