The Behavioral Advantage: What the Smartest, Most Successful Companies Do Differently to Win in the B2B Arena is the sequel to one of the Best Career Books of 2003-Winning Behavior. Winning Behavior first introduced the concept of behavioral differentiation in the business-to-client relationship. Now the authors, Terry Bacon and David Pugh, address the complexities of differentiation by behavior in the B2B arena.

The Behavioral Advantage reveals how exceptional B2B companies go beyond traditional business excellence metrics and outbehave their competition in four key areas: operationally, interpersonally, exceptionally, and symbolically.

If every touch point between you and your potential customer-every phone call, e-mail and meeting, every proposal, negotiation and decision-is strategically timed, flawlessly executed, and done with the customer as top priority, you will have outplayed your competitors by outbehaving them. And you will have earned the trust, respect, loyalty, and business of another valuable customer.