Book description
In their book Winning Behavior, Terry Bacon and David Pugh showed how great companies outperform good ones through "behavioral differentiation" -- going beyond superior products and dependable service to connect with customers at every touchpoint. The Behavioral Advantage broadens the concept, applying behavioral differentiation to the business-to-business arena.
The best B2B companies depend on a multifront approach to business interaction, and The Behavioral Advantage reveals the secrets behind what is essentially a chess game with competitors. To win the game, companies must develop a carefully plotted opening game, with all internal values, policies, practices, and behaviors fully aligned. A smart and efficient middle game lets the company build and strengthen its position, and the endgame assures victory and lays the groundwork for future business.
Just as individual customers do, B2B customers remember those companies whose behavior consistently and significantly outshines even strong competitors. These firms create a lasting advantage -- and reap the profits that come with it.
Table of contents
- Cover
- Half title
- Title
- Contents
- Acknowledgments
- Introduction
- Chapter 1: The Death of Selling
- Chapter 2: The Changing World of Buying and Selling
- Chapter 3: The Chemistry of Preference
- Chapter 4: Checkmate! How Business Development Is Like Chess
- Chapter 5: Opening Game: Conditioning the Market
-
Chapter 6: Middle Game: Conditioning the Customer
- Force, Space, and Time
- Early Middle Game Goals
- Establishing the Dialogue
- Tactical Account Management
- Gathering Information on the Customer
- Providing Information to Customers
- Building a Zippered Network
- Building Time Share and Mind Share
- Building Chemistry
- Becoming a Trusted Advisor
- Managing the Political Environment
- Testing and Valuing Your Differentiators
- Consulting on Opportunities and Threats
-
Chapter 7: Middle Game: Building a Powerful Position
- Mid–Middle Game Goals
- Surfacing Opportunities
- Exploring and Aligning with the Customer’s Needs
- Assessing Opportunities
- Gaining Material Advantage
- Building Time Share and Mind Share
- Influencing the Solution
- Specifying the Requirements
- Ghosting Your Competitors
- Positioning Your Team
- Preselling Your Solution
- Chapter 8: Late Middle Game Positioning
- Chapter 9: Endgame: Conditioning the Deal
- Chapter 10: Creating a Behavioral Differentiation Strategy
- Chapter 11: When the Going Gets Tough . . .
- Notes
- Index
- Copyright
Product information
- Title: Behavioral Advantage
- Author(s):
- Release date: May 2004
- Publisher(s): AMACOM
- ISBN: 9780814413135
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