If you want bigger customers, think like an elephant.
If you want some bigger customers all you have to do is think like an elephant…
I often get asked by business owners what’s the best way to get the “BIG” customers and clients. Well I defer here to someone who really is the expert in this field – Steve Kaplan. He wrote the fantastic book called “BAG THE ELEPHANT”, which I read cover to cover the day I got it. At the time I was starting to have a lot of success with larger corporations and everything he said we need to do was proving spot on from my experience.
In BAG THE ELEPHANT, Steve uses the analogy of big companies being like elephants and not in a negative way. It is a good analogy and it really does help to think of them in this way. A few key points that I fully agree with are –
To bag an elephant you need to be where the elephants hang out – so go to the water hole.
Elephants hang out with other elephants, so look the part even if you are small.
Elephants are slow to move and slow to make decisions, but once they do, they stick to that decision for a long time.
You need to learn to talk elephant.
Become a part of the herd and you will get to meet lots of other elephants and become a part of their herd.
Elephants have their problems, just like any other animal.
Make life easier for the elephants and they will always welcome you.
Elephants can be spooked easily.
For a small business big customers can be a real financial boost and many a small business has become a big business as a result of building just one solid “elephant” relationship. In saying that, there is no doubt in my mind that the larger accounts and clients do come with their own challenges, trials and tribulations. But you never know if you never go.
If you would like more information about Steve Kaplan and how you can “BAG THE ELEPHANT” visit his site – STEVE KAPLAN
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