Foreword Bill McDermott xvii
Part 1 Sales as a Management Science 1
Chapter 1 Seeing the Invisible 3
It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.
Chapter 2 The MBA of Selling 13
Learning is like rowing upstream; not to advance is to drop back.
Part 2 Politics 29
Chapter 3 Influence and Authority 31
The secret of my influence has always been that it remained secret.
Chapter 4 Foxes: The Heart of the Power Base 45
With foxes we must play the fox.
Chapter 5 Power Base Types and Implications 61
Sticks in a bundle are unbreakable.
Chapter 6 Fox Hunting and Power Base Mapping 73
Nothing has such power to broaden the mind as the ability to investigate systematically.
Chapter 7 Gaining Political Advantage 93
Recognition is the greatest motivator.
Part 3 Unexpected Value 113
Chapter 8 Moving Up the Sales Value Chain 115
Now my eyes are turned from the South to the North, and I want to lead one more expedition. This will be the last . . . to the North Pole.
Chapter 9 Building Expressions of Customer Value 123
Make no little plans; they have no magic to stir men’s blood.
Chapter 10 Creating Demand to Displace Competitors 139
A wise man will make more opportunities than he finds.
Part 4 Strategy 157
Chapter 11 Introduction to Compete Strategy 159
All men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved.
Chapter 12 Competitive Differentiation 165
If you know the enemy and know yourself, your victory will not stand in doubt.
Chapter 13 The Direct Strategy: Traditional and Nontraditional Application 179
The truly wise can perceive things before they have come to pass.
Chapter 14 The Indirect Strategy: Changing the Ground Rules 187
Appear where you are not expected.
Chapter 15 The Divisional Strategy: Peaceful Coexistence 199
If the enemy’s forces are united, separate them.
Chapter 16 The Containment Strategy: Transition Back to Indirect 207
Though the enemy be stronger in numbers, we may prevent him from fighting.
Helping Others Elevate the Sales Profession 217
Lead me, follow me, or get out of my way.