In this week’s episode of the SIMPLE brand With Matt Lyles podcast I talk with Anthony Iannarino, author of Eat Their Lunch: Winning Customers Away From Your Competition!  Here’s a scary truth as it relates to your customers. Your customers don’t have an abundance of opportunity for you. Your customers have finite time, finite resources and finite attention. None of them are able to, nor do they want to, accept all competing offers and solutions thrown their way. That’s why - like it or not - sales is often a zero-sum game. Your win is someone else’s loss. Most growth, most achievements, most wins require you to take market share from your competitors, while they’re trying to do the same to you. I mean - how else can you grow your business by double digits if you’re in an industry that’s only growing at a lower rate?The point is: if you don’t win over and persuade your customer, someone else will. And (no matter what your role is) if you’re trying to persuade others for anything, that means you’re in sales. But how can you persuade others in a crowded world when your customers are bombarded with competing experiences, competing requests and competing relationships every day? How can you create, and continue to offer value to others so they view you as a long-term partner? Thankfully, Anthony Iannarino is here to share how to do that this week.  Anthony’s an international keynote speaker and the Founder and CEO of B2B Sales Coach & Consultancy, a boutique sales coaching and consulting firm where they provide individual and corporate training to sales teams.  And he’s the author of The Lost Art of Closing, The Only Sales Guide You’ll Ever Need and Eat Their Lunch: Winning Customers Away From Your Competition. Anthony and I discuss his lessons on winning, developing and managing client relationships. While Anthony approaches his lessons from a Sales perspective, they’re valuable for anyone that needs to build relationships in their career. That includes you and me! RESOURCES FROM THIS EPISODEAnthony's book: Eat Their Lunch: Winning Customers Away From Your CompetitionAnthony's site: The Sales Blog