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Behavioral Advantage

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

  1. Cover
  2. Half title
  3. Title
  4. Contents
  5. Acknowledgments
  6. Introduction
    1. The Organization of This Book
  7. Chapter 1: The Death of Selling
    1. The Art of Canvassing
    2. The Knack of Selling
    3. The Psychology of Selling
    4. Sellers as Business Consultants
  8. Chapter 2: The Changing World of Buying and Selling
    1. The Professionalizing of Purchasing
    2. The Impact of Supply Chain Management
    3. What Buyers Today Want from Suppliers
      1. Total Needs Satisfaction
      2. Added Value
      3. Differentiating Behavior
    4. How Suppliers Disappoint Buyers
    5. How Suppliers Delight Buyers
  9. Chapter 3: The Chemistry of Preference
    1. Outbehaving the Competition
    2. The Principles of Behavioral Differentiation
    3. The Four Types of Behavioral Differentiation
    4. Creating Preference
  10. Chapter 4: Checkmate! How Business Development Is Like Chess
    1. B2B Business Development
    2. The Three Phases of a Chess Game
    3. Playing Opening Game Like a Book
    4. Playing Middle Game Like a Magician
    5. Playing Endgame Like a Machine
  11. Chapter 5: Opening Game: Conditioning the Market
    1. Gaining Alignment Internally
      1. Aligning Your Values and Behaviors
      2. Aligning Your Policies and Practices
    2. Defining the Business
    3. Building Resources and Capabilities
    4. Marketing
      1. Analyzing the Market
      2. Segmenting the Market
      3. Differentiating Your Products
      4. Branding
      5. Analyzing Competitors
      6. Communicating to the Market
    5. Building Political Position
    6. Strategic Account Planning
    7. Engaging Senior Leadership
  12. Chapter 6: Middle Game: Conditioning the Customer
    1. Force, Space, and Time
    2. Early Middle Game Goals
    3. Establishing the Dialogue
    4. Tactical Account Management
    5. Gathering Information on the Customer
    6. Providing Information to Customers
    7. Building a Zippered Network
    8. Building Time Share and Mind Share
    9. Building Chemistry
    10. Becoming a Trusted Advisor
    11. Managing the Political Environment
    12. Testing and Valuing Your Differentiators
    13. Consulting on Opportunities and Threats
  13. Chapter 7: Middle Game: Building a Powerful Position
    1. Mid–Middle Game Goals
    2. Surfacing Opportunities
    3. Exploring and Aligning with the Customer’s Needs
    4. Assessing Opportunities
    5. Gaining Material Advantage
    6. Building Time Share and Mind Share
    7. Influencing the Solution
    8. Specifying the Requirements
    9. Ghosting Your Competitors
    10. Positioning Your Team
    11. Preselling Your Solution
  14. Chapter 8: Late Middle Game Positioning
    1. Late Middle Game Goals
    2. Rehearsing for Endgame
    3. Testing Your Selling Strategy
    4. Defending a Weak Position in Late Middle Game
  15. Chapter 9: Endgame: Conditioning the Deal
    1. The Goals of Endgame
    2. Behavioral Differentiation in the Proposal Process
    3. Behaviorally Differentiated Proposals
    4. Behavioral Differentiation in the BAFO
    5. Behaviorally Differentiated Presentations
    6. Behavioral Differentiation in Next Game
  16. Chapter 10: Creating a Behavioral Differentiation Strategy
    1. Developing an Overall Behavioral Strategy
      1. Step 1: Do Behavioral Benchmarking
      2. Step 2: Identify and Prioritize Your Customer Touch Points
      3. Step 3: Analyze Your Current Behavior at Critical Touch Points
      4. Step 4: Identify Potential Positive Differentiating Behaviors
      5. Step 5: Prioritize the Behaviors and Develop a Change Strategy
    2. Developing an Opportunity-Specific BD Strategy
  17. Chapter 11: When the Going Gets Tough . . .
    1. Lore Behavioral Differentiation Study
    2. Walking the Talk
  18. Notes
  19. Index
  20. Copyright