The Behavioral Advantage is our follow-up to Winning Behavior, but in this book we focus on how business developers and companies can use behavioral differentiation to distinguish themselves during the marketing and sales process and win more business. This book is intended for sales managers and others who are responsible for developing business in their companies. Among the key concepts in this book is the idea that business development is like a chess game: it has a distinct opening game, middle game, and end game. The book describes what business developers should be doing in each of these phases of the BD process.