Published by Soundview Executive Book Summaries, P.O. Box 1053, Concordville, PA 19331 USA
© 2006 Soundview Executive Book Summaries • All rights reserved. Reproduction in whole or part is prohibited.
How to Win and Keep Big Customers
THE SUMMARY IN BRIEF
Have you ever dreamed of landing that huge account — the monster
contract that dwarfs any deals you’ve made previously, dramatically
increasing the size of your profits? “Bagging the Elephant” brings you new,
deeper streams of revenue, and keeping that Elephant happy ensures profits
for years to come.
If you are the owner of a small or medium-sized business, this summary
will show you how to find the right Elephant for your business and business
needs, navigate your way through huge companies, identify and secure
internal champions, build strong alliances, and position your selling
approach for maximum effectiveness. Are you afraid that your company’s
culture won’t be a good match for an Elephant’s culture? This summary
explains how to align them to get the most out of your relationship. Are you
having trouble finding the right decision maker in a prospect’s company?
This summary also shows you how to use the Elephant’s inherent bureau-
cracy to your advantage.
In addition, you will learn:
✓ The Elephant needs you. You might ask yourself, “What could I pos-
sibly have to sell that a big company would want?” The answer is, plenty, if
you match your products and services to the company’s needs.
✓ Six keys to thinking like an Elephant. In order to best develop and lever-
age your relationships with large firms, you need to know how they go about
their business and to anticipate needs before the Elephants even recognize them.
✓ How to embrace the bureaucracy. In large companies, bureaucracy
is a given, and you can make it work for you by aligning your outputs and
processes to make life easier for your client and, by extension, yourself.
✓ How to draw up your hit list. Don’t be afraid to think outside the usual
box to come up with the Elephants you