For all intents and purposes – mass communication in demand generation is dead. Tools like SalesLoft and Outreach have made it too easy for sellers to send bulk solicitation to their buyers. As a result – these buyers tune out and unsubscribe. And that’s even if you make it into their inbox.
Savvy sellers understand that their solicitations not only need to be personalized – they need to be impactful. Introducing Trigger Event Selling.
Trigger Event Selling is very simple concept; companies share their achievements or goals in the form of press releases and we as sales people align our products and services to help reinforce those achievements or 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.
“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.” Craig Elias – Founder of Shift Selling
In his opinion, the silver bullet in sales is timing and to reach the right person at the right time with the right message is how you find that silver bullet. Sellers looking for silver bullets should focus on the three P’s:
People – New executives are hired to bring in new agendas and are often looking to replace existing relationships in their first 3-6 months. Identifying the executives that are important to your sales process and “helping them unpack” allows you to earn the right to help them set their new agenda.
Product – New products and services receive the lions-share of a company’s attention to help them get off the ground. They are promoted with press releases and social media posts that are easy to spot. What isn’t easy however is connecting your service to the success of the new product unless you have access to a relevant use-cases. Make the connection simple and effective by providing a reference library for your sellers.
Places – When companies expand to new markets, they make for great triggering events for sellers. Companies that are moving into new states or countries also have compliance obligations that are non-negotiable. If your service can help with this compliance, then you are in a great position. New markets like EMEA or APAC require completely new go-to-market strategies that in-country services can uniquely provide.
Here is an example of using the news for Personalization:
As the VP of Sales at Tellio, I am looking to get 15 minutes of your time to discuss improving seller results through Account Based Selling tools. If this doesn’t fall under you directly, perhaps you could forward me to Jane Dixon in Sales Operations.
I recently saw where Tellio has a new product line helping HR professionals, complimenting your already strong presence with Finance. RampedUp has helped similar companies in the Human Resources space such as Ceridian and Workday by improving seller productivity by 27%. How? We provided company, customer, and contact details all inside of the account record in Salesforce.com. Now sellers don’t have to search for time-consuming sales data outside of their CRM.
Again, if you are free for 15 minutes next Tuesday afternoon then I can share in greater detail.