search for books and compare prices
Tables of Contents for THE BEHAVIORAL ADVANTAGE
Chapter/Section Title
Page #
Page Count
Acknowledgments
ix
Introduction
1
2
The Organization of This Book
3
4
CHAPTER 1: The Death of Selling
7
22
The Art of Canvassing
10
1
The Knack of Selling
11
4
The Psychology of Selling
15
5
Sellers as Business Consultants
20
9
CHAPTER 2: The Changing World of Buying and Selling
29
26
The Professionalizing of Purchasing
30
4
The Impact of Supply Chain Management
34
3
What Buyers Today Want from Suppliers
37
8
Total Needs Satisfaction
39
1
Added Value
40
3
Differentiating Behavior
43
2
How Suppliers Disappoint Buyers
45
5
How Suppliers Delight Buyers
50
5
CHAPTER 3: The Chemistry of Preference
55
22
Outbehaving the Competition
57
6
The Principles of Behavioral Differentiation
63
6
The Four Types of Behavioral Differentiation
69
2
Creating Preference
71
6
CHAPTER 4 Checkmate! How Business Development Is Like Chess
77
18
B2B Business Development
79
4
The Three Phases of a Chess Game
83
2
Playing Opening Game Like a Book
85
4
Playing Middle Game Like a Magician
89
1
Playing Endgame Like a Machine
90
5
CHAPTER 5: Opening Game: Conditioning the Market
95
34
Gaining Alignment Internally
98
2
Aligning Your Values and Behaviors
98
2
Aligning Your Policies and Practices
100
1
Defining the Business
100
2
Building Resources and Capabilities
102
1
Marketing
103
19
Analyzing the Market
104
2
Segmenting the Market
106
1
Differentiating Your Products
107
3
Branding
110
2
Analyzing Competitors
112
1
Communicating to the Market
112
10
Building Political Position
122
2
Strategic Account Planning
124
1
Engaging Senior Leadership
124
5
CHAPTER 6: Middle Game: Conditioning the Customer
129
40
Force, Space, and Time
132
3
Early Middle Game Goals
135
1
Establishing the Dialogue
136
3
Tactical Account Management
139
1
Gathering Information on the Customer
140
2
Providing Information to Customers
142
3
Building a Zippered Network
145
4
Building Time Share and Mind Share
149
4
Building Chemistry
153
5
Becoming a Trusted Advisor
158
4
Managing the Political Environment
162
1
Testing and Valuing Your Differentiators
163
2
Consulting on Opportunities and Threats
165
4
CHAPTER 7: Middle Game: Building a Powerful Position
169
34
Mid-Middle Game Goals
171
1
Surfacing Opportunities
172
4
Exploring and Aligning with the Customer's Needs
176
8
Assessing Opportunities
184
2
Gaining Material Advantage
186
1
Building Time Share and Mind Share
187
4
Influencing the Solution
191
2
Specifying the Requirements
193
1
Ghosting Your Competitors
194
2
Positioning Your Team
196
3
Preselling Your Solution
199
4
CHAPTER 8: Late Middle Game Positioning
203
14
Late Middle Game Goals
205
1
Rehearsing for Endgame
206
2
Testing Your Selling Strategy
208
5
Defending a Weak Position in Late Middle Game
213
4
CHAPTER 9: Endgame: Conditioning the Deal
217
30
The Goals of Endgame
219
1
Behavioral Differentiation in the Proposal Process
220
6
Behaviorally Differentiated Proposals
226
10
Behavioral Differentiation in the BAFO
236
2
Behaviorally Differentiated Presentations
238
4
Behavioral Differentiation in Next Game
242
5
CHAPTER 10: Creating a Behavioral Differentiation Strategy
247
36
Developing an Overall Behavioral Strategy
249
21
Step 1: Do Behavioral Benchmarking
253
4
Step 2: Identify and Prioritize Your Customer Touch Points
257
4
Step 3: Analyze Your Current Behavior at Critical Touch Points
261
1
Step 4: Identify Potential Positive Differentiating Behaviors
261
5
Step 5: Prioritize the Behaviors and Develop a Change Strategy
266
4
Developing an Opportunity-Specific BD Strategy
270
13
CHAPTER 11: When the Going Gets Tough ...
283
12
Lore Behavioral Differentiation Study
284
6
Walking the Talk
290
5
Notes
295
6
Index
301