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Your very best targets, your dream clients, are almost always the most difficult to penetrate. They have deep relationships, they’re loyal, and your competitor didn’t win their business because they couldn’t create value. The status quo is firmly entrenched; you aren’t going to dig it out without a fight.

Like water, you find your way to lower ground, avoiding any resistance. You talk to any receptive contact in any company because they’ll give you their time. You think to yourself, “They’re so nice. If only we could teach them how buying what we sell would help them, selling would be easy.”


You’re not in the business of convincing people that don’t buy what you sell how they might benefit from doing so. There’s a reason they don’t buy what you sell: they don’t need it.

The Business You Are In

You’re in the business of selling to people for whom you can create value. Breath-taking value. Jaw-dropping value. Earth-shattering value.

You are in the business of competitive displacement. You’re in the business of stealing your competitor’s clients. And don’t believe for a second they don’t believe they’re in the same line of work.

You are in the business of finding or creating dissatisfaction and making the status quo untenable. You’re in the “change management” game.

You are in the relationship game, building new relationships on the value that you create. You’re about consensus-building; consensus that you’re the right choice.

The more difficult road of competitive displacements is the surest and fastest road to success. Receptivity makes non-opportunities attractive, but that road leads you nowhere.

Post by Anthony Iannarino on October 11, 2013

Written and edited by human brains and human hands.

Anthony Iannarino

Anthony Iannarino is an American writer. He has published daily at thesalesblog.com for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success.

Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. You can reach Anthony at thesalesblog.com or email Beth@b2bsalescoach.com.

Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at iannarino@gmail.com

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