1. Jim Collins, Good to Great (New York: HarperCollins, 2001), p. 39.
2. Nitin Nohria, William Joyce, and Bruce Roberson, “What Really Works,” Harvard Business Review 81, no. 7 (July 2003): 43.
3. Ibid., pp. 48–49.
1. William Miller, The Art of Canvassing: How to Sell Insurance, 5th ed. (New York: The Spectator Company, 1901), p. 41. [The original copyright on this book is 1894.] NOTE: Throughout this chapter, when quoting from historical sources, we will follow their language conventions, although the sexism in this language is inconsistent with modern sensibilities. Throughout the rest of this book, we will either use the plural forms of pronouns or alternative he and she to indicate that buyers and sellers can be male or female.
2. Ibid., p. 2.
3. Ibid., p. 49.
4. Ibid., pp. 48–49.
5. Ibid., p. 35.
6. Ibid., pp. 76–77.
7. Walter D. Moody, Men Who Sell Things (Chicago: A.C. McClurg & Co., 1907), p. 26.
8. Ibid., p. 22.
9. W. F. Hypes, “The Salesman as the Customer’s Partner,” in How to Increase Your Sales: 126 Selling Plans Used & Proven by 54 Salesmen & Salesmanagers (Chicago: The System Company, 1908), p. 100.
10. System: The Magazine of Business, “First—Mapping Out the Canvass,” The Knack of Selling (Chicago: A.W. Shaw Company, 1913), p. 3.
11. Ibid., p. 5.
12. Ibid., p. 8.
13. Ibid., p. 5.
14. Ibid., p. 4.
15. Frederick Winslow Taylor, The Principles of Scientific Management (New York: Harper & Brothers Publishers, 1919), p. 7. See also Ed Michaels, Helen Hand-field-Jones, and Beth Alexrod, The War for Talent (Boston: Harvard Business School Press, 2001).
16. Ibid.
17. Edward K. Strong, The Psychology of Selling Life Insurance (New York: Harper & Brothers Publishers, 1922), p. 14.
18. Ibid.
19. Ibid., p. 133.
20. Ibid., pp. 260–261.
21. Cooper Underwear Company, Tips and Pointers for Underwear Dealers and Their Salesmen (Kenosha, Wisc.: Cooper Underwear Company, 1923), p. 84.
22. Strong, p. 181.
23. Women and Diversity Wow! Facts 2001 (Washington, D.C.: The Business Women’s Network, 2001), p. xxxi.
24. Theodore Levitt, “Marketing Myopia,” reprinted in The Marketing Imagination, new, expanded ed. (New York: The Free Press, 1983), p. 166.
25. Mack Hanan, James Cribbin, and Herman Heiser, Consultative Selling (New York: American Management Association, 1970), p. 11.
26. Mack Hanan, Consultative Selling, 5th ed. (New York: AMACOM Books, 1995), p. 1.
27. Ibid.
28. Ibid., p. 3.
29. Robert B. Miller and Stephen E. Heiman, with Tad Tuleja, Strategic Selling (New York: William Morrow and Company, 1985), p. 22.
30. Ibid., p. 55.
31. Neil Rackham, SPIN Selling (New York: McGraw-Hill, 1988), p. ix.
32. Ibid., p. 141.
33. David H. Maister, Managing the Professional Service Firm (New York: The Free Press, 1993), p. 112.
34. Ibid., p. 119.
1. Anonymous source.
2. Lisa Ellram, conversation with Terry Bacon, March 2003. Used with permission.
3. Interview with Bob Douglass, January 23, 2003. Used with permission.
4. Lisa Ellram.
5. Lisa M. Ellram, Strategic Cost Management in the Supply Chain: A Purchasing and Supply Management Perspective (Tempe, Ariz.: CAPS RESEARCH, 2002), p. 13.
6. Ibid., pp. 13–14.
7. Ibid., p. 13.
8. Interview with Paul Seibold, January 2003. Used with permission.
9. Ibid., p. 18.
10. Interview with Tony Millikin, January 2003. Used with permission.
11. Ibid.
12. Interview with Art Schick, January 2003. Used with permission.
13. Interview with Greg Schwartz, January 2003. Used with permission.
14. Interview with Bonnie Keith, January 2003. Used with permission.
15. Anonymous source.
16. Paul Seibold.
17. Interview with Joan Selleck, January 2003. Used with permission.
18. Interview with Dave Gabriel, January 2003. Used with permission.
19. Bonnie Keith.
20. Ibid.
21. Greg Schwartz.
22. Paul Seibold.
23. Joan Selleck.
24. Interview with Frank Muschetto, January 2003. Used with permission.
25. Anonymous source.
26. Interview with Francois Gauthier, January 2003. Used with permission.
27. Ibid.
28. Interview with Jim Kozlowski, January 2003. Used with permission.
29. Interview with Lance Kaye, January 2003. Used with permission.
30. Greg Schwartz.
31. Lance Kaye.
32. Francois Gauthier.
33. Bonnie Keith.
34. Bob Douglass.
35. Interview with Doug Beebe, January 2003. Used with permission.
36. Dave Gabriel.
37. Francois Gauthier.
38. Art Schick.
39. Anonymous source.
40. Lore Purchasing Manager Survey, 2003. Comments received from various respondents. Used with permission.
41. Dave Gabriel.
42. Anonymous source.
1. Danny Hicks and other anonymous sources inside Global Oil. E-mail communications and telephone discussions with David G. Pugh, May–July 2003. Story used with permission.
2. Merriam-Webster’s Collegiate Dictionary, Tenth Edition (Springfield, Mass., 1999), p. 103.
3. Disney “cast members” whose behavior resulted in an exceptional experience for guests are recognized on a Web site called “What Would Walt Do?” (www.whatwouldwaltdo.com). This site is a virtual catalog of exceptional customer service behaviors. It’s worth reading, if for nothing else to learn what behaviors are so remarkable to customers that they will write about it. Companies can build sustainable behavioral differentiation when these kinds of memorable behaviors occur regularly.
4. For many other examples of these four types of behavioral differentiation, see Terry R. Bacon and David G. Pugh, Winning Behavior: What the Smartest, Most Successful Companies Do Differently (New York: AMACOM, 2003).
5. Edward K. Strong, The Psychology of Selling Life Insurance (New York: Harper & Brothers Publishers, 1922), p. 277.
6. Ibid.
1. Donald G. Krause, The Art of War for Executives (New York: The Berkley Publishing Group, 1995), pp. 1–2.
2. Eugene A. Znosko-Borovsky, The Middle Game in Chess. (New York: Dover Publications, 1980), pp. 9–10.
3. Ron Curry, Win at Chess! (Davenport, Iowa: Thinkers’ Press, 1997), p. 12.
4. Ibid., p. 32.
5. Jeremy Silman, The Complete Book of Chess Strategy (Los Angeles: Siles Press, 1998), p. 109.
6. James Eade, Chess for Dummies (New York: IDG Books, 1996), p. 191.
1. Jeremy Silman, The Complete Book of Chess Strategy (Los Angeles: Siles Press, 1998), p. 1.
2. Jeremy Silman, How to Reassess Your Chess, 3rd ed. (Los Angeles: Siles Press, 1993), p. 313.
3. Eric Ransdell, “They Sell Suits with Soul,” Fast Company, October 1998, p. 66.
4. Chris Argyris, Flawed Advice and the Management Trap (Oxford: Oxford University Press, 2000).
5. Ron Curry, Win at Chess! (Davenport, Iowa: Thinkers’ Press, 1997), p. 12.
6. Don Peppers and Martha Rogers, The One to One Future: Building Relationships One Customer at a Time (New York: Doubleday, 1996), p. 137.
7. Ibid.
8. James Eade, Chess for Dummies (New York: IDG Books, 1996), p. 156.
9. Eugene A. Znosko-Borovsky, The Middle Game in Chess (New York: Dover Publications, 1980), p. 10.
1. Ron Curry, Win at Chess! (Davenport, Iowa: Thinkers’ Press, 1997), p. 32.
2. Eugene A. Znosko-Borovsky, The Middle Game in Chess (New York: Dover Publications, 1980), p. 29.
3. Lev Alburt and Larry Parr, Secrets of the Russian Chess Masters, Volume 1 (New York: W.W. Norton & Company, 1997), p. 144.
4. www.quotationreference.com/quotefinder.php.
5. David H. Maister, Managing the Professional Service Firm (New York: The Free Press, 1993), pp. 114–115.
6. For more information on tactical account management, see Terry R. Bacon, Selling to Major Accounts (New York: AMACOM Books, 1999).
7. Michael Flagg, interview with Meredith Ashby and Stephen Miles, April 2002. Used with permission.
8. Joanne Kincer, communication with Terry Bacon, January 2002. Used with permission.
9. Jeffrey Neal, interview with Laurie Voss, November 2001. Used with permission.
10. John Gardner, interview with Meredith Ashby and Stephen Miles, April 2002. Used with permission.
11. Kyung Yoon, interview with Meredith Ashby and Stephen Miles, April 2002. Used with permission.
12. Emeric Lepoutre, interview with Meredith Ashby and Stephen Miles, April 2002. Used with permission.
13. Robert B. Cialdini, Influence: The Psychology of Persuasion (New York: William Morrow, 1993), p. 173.
14. David H. Maister, Charles H. Green, and Robert M. Galford, The Trusted Advisor (New York: The Free Press, 2000), pp. 17–18.
15. Theodore Levitt, The Marketing Imagination, New, Expanded Edition (New York: The Free Press, 1986), p. 77.
1. Don Traywick, personal communication with David Pugh, December 2001. Used with permission.
2. Jeremy Silman, The Complete Book of Chess Strategy (Los Angeles: Siles Press, 1998), p. 197.
3. Ron Curry, Win at Chess! (Davenport, Iowa: Thinkers’ Press, 1997), p. 39.
4. Ibid., p. 51.
1. Jeremy Silman, The Complete Book of Chess Strategy (Los Angeles: Siles Press, 1998), p. 335.
2. Ibid.
3. Eugene A. Znosko-Borovsky, The Middle Game in Chess (New York: Dover Publications, 1980), p. 147.
1. Jeremy Silman, The Complete Book of Chess Strategy (Los Angeles: Siles Press, 1998), p. 283.
2. DeNeil Hogan Petersen, story told to Terry Bacon, March 2001. Used with permission.
3. Anonymous, story told to David Pugh, January 1999. Names have been changed to protect confidences.
4. Anonymous, story told to David Pugh, October 2000. Names have been changed to protect confidences.
5. Paul Krauss, story told to Terry Bacon, February 2002. Used with permission.
6. Dennis Fukai, “Don’t Be Snowed by High-Tech,” Engineering News Record 245, no. 22 (December 4, 2000): 79.
7. John Tarpey, story told to David Pugh, July 2001. Used with permission.
8. Deke Lincoln, story told to David Pugh, August 2001. Used with permission. This story has another interesting element. When they learned of the initial opportunity with Global, Deke Lincoln said that not only was Global a new customer but oil refining was a new industry for them. “We had not done any refinery work out of this office before. In fact, I had never stepped foot in an oil refinery. I thought ‘crackers’ and ‘cokers’ referred to people with a serious case of the munchies. Lack of experience can be quite difficult to overcome, if you let people’s objections drag you down. We overcame our lack of experience by simply listening and asking questions, rather than speaking first, which is another example of behavioral differentiation. Writing this down really blows me away. It’s hard to believe these simple things can differentiate you from others. But it’s really true.”
1. Eric Krueger, interview with David Pugh, April 2003. Used with permission.
2. Jan Carlzon, Moments of Truth (New York: HarperCollins, 1987), p. 3.
1. Erich E., comments on Lore Behavioral Differentiation Survey, 2003. Used with permission.
2. Ibid.
3. Ken Bailey, comments on Lore Behavioral Differentiation Survey, 2003. Used with permission.