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.
In this summary, you will learn
- How a big client, an “Elephant,” can help your business grow;
- How to select and win a big client;
- What is required to manage and build a major account; and
- What “five killer mistakes” to avoid when a high-profile client rules your revenues.
About the Author
Steve Kaplan is CEO and founder of a Chicago company that provides business tools for firms of all sizes.