Jill Konrath coined the term Use the News – when she unveiled her breakthrough methodology of Trigger Event Selling. The concept is very simple; companies share their achievements / goals in the form of press releases and we as sales people should align our products and services to help reinforce those achievements / goals. If a company takes the time, energy, and effort to create a press release then that company obviously thinks the topic is very important. The opposite is also the case. If a company is receiving bad press then that company wants to be able to tell the media, stock holders, and customers that that company is doing everything within its power to rectify the situation. And more importantly, has the process in place to ensure it won’t happen again.
Savvy Sellers combine Trigger Event Selling with Account-Based Selling by looking for these potential selling activities within their targeted accounts. This isn’t a new idea, Google News Alerts can be set up for every targeted account inside of a seller’s territory and has been available for over a decade. The best part about Google News is that it’s free as well.
The problem with Google News alerts however is that it sits outside of Salesforce.com, and as my old sales manager told me, “If it’s not in Salesforce.com – it doesn’t count.” Trigger Events need to be inside the Salesforce.com account record available for the entire account team to see. A BDR needs to reference an account using the same trigger on which a sale person is building a business case that will be strategized with a sales manager. Only then can we link Triggering Events to Account-Based Selling successfully.
Let’s use a real-world example, Dropbox Is Moving From the Internet to a Private Network
BDR: The BDR notices that the target account is moving away from a hosted AWS solution to an in-house infrastructure. This will open many opportunities for internal hosting.
Sales Person: The sales person shares relevant stories about how similar customer moved off of AWS due to recent outages and hacking scares.
Sales Manager: The Sales Manager identifies a former satisfied customer that moved to Dropbox in a position to help influence the opportunity.