Trigger Events that Spark Buying Decisions

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.

1. Partnerships and Joint Ventures – New partnerships require new personnel, process, and software to manage the pursuit.
2. 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.
3. Corporate Expansion – New markets require new go-to-market strategies including new personnel, facilities, and administration.
4. Products and Services – New products need fresh advertising, branding, and marketing. They also need new channels and sellers.
5. 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.
6. Legal Issues – Companies that make it into the news for legal reasons want to tell customers and shareholders they have a plan of resolution.
7. Research or Analysis – Companies release independent research to share thought leadership within a certain industry or subject. These are great partner opportunities.
8. Investment and Financing – New money means new funding for initiatives. Venture Capitalists don’t invest their money to watch it sit in the bank.
9. Real Estate – Changing or adding locations is the consummate sign of growth. New employees and new office space means new investments.
10. Awards – Companies want to show leadership that transcends profit and loss. These are often pet projects for key executives.
11. Events – Events are the perfect opportunity to see your prospects in person or help drive attendance to a user conference.
12. 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