University of Minnesota - UMN Executive Leadership Insights
Bag the Elephant!
Book

Bag the Elephant!

How to Win & Keep BIG Customers

Steve Kaplan
Bard Press, 2005
First Edition: 2005
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Editorial Rating

8

Qualities

  • Innovative
  • Applicable

Recommendation

One big account, a heavyweight “Elephant,” can generate enough sales volume to make your company a success. Your reputation in the market will soar if you get a huge, well-known customer. But how do you go big-game hunting? Steve Kaplan can tell you, because he has a bank vault full of elephant gold and a business focused on helping others bag similar game. He explains how to identify your target, develop a customer within that corporation and build your business. He also warns you about common mistakes people make once they “bag an Elephant,” including mismanaging their business because they have a cash cow, er, elephant. getAbstract recommends this very good book on sales, with its realistic methods for success, rundown on risk and true-to-life reasons for failure. The text is easy to read, the style is fresh, and if the elephant metaphor loses some punch after a while, the pachyderm illustrations are a good comedic addition.

Summary

You Can Eat a Long Time from a Single Elephant

Most businesses don’t last very long. Even when they manage to continue, some end up in a rut and barely survive. They struggle with growth, money and results. They creep along like garden snails. If they experience a big shock in the marketplace, they are unlikely to survive because they simply don’t have the reserves to weather the storm.

Others rocket to the top of their markets and cause a sensation, only to sputter and fall from the sky after a short and spectacular success. Too often, these companies have built staff and budgets based on their anticipation of permanent growth, but when their markets change, retrenchment turns them into snails, kills them, or stalls them until they find a way to relaunch.

Rather than being a snail or a rocket, become an “Elephant” hunter. Bagging a big business as a client can supply your company with cash, scale, reputation and contacts, and can even drive new product lines. Big customers also can help you attract higher-quality professionals to your staff. Bringing home an elephant can help you realize the dreams that led you to start your business.

Others Bag Elephants...

About the Author

Steve Kaplan is CEO and founder of a Chicago company that provides business tools for firms of all sizes.

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