What moves the elephants?
Elephants are highly intelligent, social animals. They have extremely good memory, and their routines are deeply ingrained.
In other words, it's not easy to move them away from what they do.
So here's what works with them.
1. Appreciate the small steps.
You need to reward even the smallest step in the right way.
Translation:
Have they spent time on getting to know you? Thank them for it.
Are they considering to work with you? Appreciate it.
Rome wasn't built in a day.
2. Consistency and repetition.
Getting an elephant to follow a new routine will take a long time.
Translation:
You can't expect them to hear you once and start working with you.
Keep repeating your messages. And be as nice, charming and patient the twentieth time as you were for the first time.
3. Elephants are social learners.
Elephants will follow their peers rather than follow you.
Translation:
Don't underestimate the power of social proofs in a B2B context. Showcase what your other partners think about you – not just what students and families.
4. Trust and relationships are key
Elephants might give you the benefit of the doubt and follow you once, but getting them to trust them is a long process.
Translation:
A smile or a nod doesn't mean that the relationship has been built. It's just an opportunity to start building it. If you don't take positive action, it's not going anywhere.
5. Scarcity is the real drive
If food, water and shade are abundant where they are, there's not much you can do to get elephants to follow you.
Translation:
Curiosity in itself won't be enough to move your new partner away from where they are. You need to wait for the right moment, and ready for them when they need you.
