RampedUp can empower sellers with critical intelligence that sparks buying decisions. Trigger Events are corporate initiatives (either positive or negative) that generally proceed new purchases. Unlike following a company and waiting for the trigger to occur – RampedUp finds triggers then provides company detail in context to make a sales call.
Craig Elias – Founder of Shift Selling coins the term as such, “You’ve been told for years that there is no silver bullet in sales. But there is. It is called timing – getting in front of the right person at EXACTLY the right time. When you have the right timing, the sale almost closes itself – you have fewer challenges getting to the prospect, understanding their dissatisfaction, presenting a solution, or selling at a much higher price.”
Here are the trigger events we are following and how you can use them to advance a sale process.
- Partnerships and Joint Ventures – New partnerships require new personnel, process, and software to manage the pursuit.
- Mergers and Acquisitions – When companies are acquired, it’s a lot like Noah’s ark – there are two of everything. All is put under review to see what is staying and what is going.
- Corporate Expansion – New markets require new go-to-market strategies including new personnel, facilities, and administration.
- Products and Services – New products need fresh advertising, branding, and marketing. They also need new channels and sellers.
- Personnel – New executives come with new agendas and most likely are a 180% different from the predecessor. As an example, a new sales executive will make $1,000,000 in her first 90 days in the office.
- Legal Issues – Companies that make it into the news for legal reasons want to tell customers and shareholders they have a plan of resolution.
- Research or Analysis – Companies release independent research to share thought leadership within a certain industry or subject. These are great partner opportunities.
- Investment and Financing – New money means new funding for initiatives. Venture Capitalists don’t invest their money to watch it sit in the bank.
- Real Estate – Changing or adding locations is the consummate sign of growth. New employees and new office space means new investments.
- Awards – Companies want to show leadership that transcends profit and loss. These are often pet projects for key executives.
- Events – Events are the perfect opportunity to see your prospects in person or help drive attendance to a user conference.
- Earnings, Performance, Dividends – Public companies are beholden to stockholders and poor earnings often means changes are on the horizon.
Savvy Sellers combine Trigger Event Selling with Account-Based Selling by looking for these potential selling activities within their targeted accounts. I wrote this blog on how to use trigger events for Account-based prospecting to help get your foot in the door.