<b>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 <i>The Only Sales Guide You'll Ever Need</i> and <i>The Lost Art of Closing.</i></b><br /><br />Like it or not, sales is often a zero-sum game: Your win is someone else's loss. Most salespeople work in mature, overcrowded industries, your offerings perceived (often unfairly) as commodities. Growth requires taking market share from your competitors, while they try to do the same to you. How else can you grow 12 percent a year in an industry that's only growing by 3 percent?<br /><br />It's not easy for any salesperson to execute a competitive displacement--or, in other words,
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