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Dealing business-to-business? You need to
be on your best behavior.
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.
About the Authors:
Terry R. Bacon and David G. Pugh (Durango, CO) are
cofounders of the Lore Institute, a professional
development and corporate education company. They
are the coauthors of Winning Behavior. Bacon is also
the author of Selling to Major Accounts and dozens
of other books, articles, and papers.
AMACOM Books/Amercian Management
Association offers discounts on bulk orders. Discounts
start at 40% for 5-24 copies, 45% for 25-99 copies,
etc. For more information on bulk orders, please contact
the Special Sales department by email at SpecialSls@amanet.org.
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