The Behavioral Advantage: What the Smartest, Most Successful Companies Do Differently to Win in the B2B Arena by Terry Bacon -- Read -- Imperial Library of Trantor

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Index

Cover Half title Title Contents Acknowledgments Introduction The Organization of This Book Chapter 1: The Death of Selling The Art of Canvassing The Knack of Selling The Psychology of Selling Sellers as Business Consultants Chapter 2: The Changing World of Buying and Selling The Professionalizing of Purchasing The Impact of Supply Chain Management What Buyers Today Want from Suppliers Total Needs Satisfaction Added Value Differentiating Behavior How Suppliers Disappoint Buyers How Suppliers Delight Buyers Chapter 3: The Chemistry of Preference Outbehaving the Competition The Principles of Behavioral Differentiation The Four Types of Behavioral Differentiation Creating Preference Chapter 4: Checkmate! How Business Development Is Like Chess B2B Business Development The Three Phases of a Chess Game Playing Opening Game Like a Book Playing Middle Game Like a Magician Playing Endgame Like a Machine Chapter 5: Opening Game: Conditioning the Market Gaining Alignment Internally Aligning Your Values and Behaviors Aligning Your Policies and Practices Defining the Business Building Resources and Capabilities Marketing Analyzing the Market Segmenting the Market Differentiating Your Products Branding Analyzing Competitors Communicating to the Market Building Political Position Strategic Account Planning Engaging Senior Leadership 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 Late Middle Game Goals Rehearsing for Endgame Testing Your Selling Strategy Defending a Weak Position in Late Middle Game Chapter 9: Endgame: Conditioning the Deal The Goals of Endgame Behavioral Differentiation in the Proposal Process Behaviorally Differentiated Proposals Behavioral Differentiation in the BAFO Behaviorally Differentiated Presentations Behavioral Differentiation in Next Game Chapter 10: Creating a Behavioral Differentiation Strategy Developing an Overall Behavioral Strategy Step 1: Do Behavioral Benchmarking Step 2: Identify and Prioritize Your Customer Touch Points Step 3: Analyze Your Current Behavior at Critical Touch Points Step 4: Identify Potential Positive Differentiating Behaviors Step 5: Prioritize the Behaviors and Develop a Change Strategy Developing an Opportunity-Specific BD Strategy Chapter 11: When the Going Gets Tough . . . Lore Behavioral Differentiation Study Walking the Talk Notes Index Copyright

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