Tesco
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.

Take-Aways

  • Landing a large company (an “Elephant”) as a customer can improve your business, but big-game hunting takes extra skill.
  • Your target elephant is buying what it needs from someone. Why not you?
  • Be willing to adapt to the expanded opportunities an elephant account brings.

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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