Sales trigger events are the catalyst that organizations need provide momentum for change. Watching for trigger events in organizations where you’ve determined a good fit is a great way to get in front of decision makers when they are looking to solve a problem. But, what if you didn’t have to watch and wait? There is more to the trigger approach than following events. Triggers are the catalyst to a reaction. Why not trigger the reaction without having to wait for the event? Get in front of prospects ahead of the crowd. Attend this webinar to learn how to create your own sales triggers and get in front of prospects faster.

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Sales Triggers:
Don't Wait - Create
Tibor Shanto
Thursday April 23, 2015

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http://is.gd/TRIGGERS

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Ranked 8th on the Top 30 Social Salespeople In The World – Forbes.com 2014
Top 50 Sales & Marketing Influencers for 2014 – Top Sales World
Top 25 Sales Influencers for 2014– OpenView Labs
Gold Medal Top Sales & Marketing Blog 2013 – Top Sales World Awards
50 Most Influential People in Sales Lead Management in 2013
Top 50 Sales & Marketing Influencers for 2013 – Top Sales World
Top 25 Sales Influencers for 2013– OpenView Labs
Top 50 Sales & Marketing Blogs 2012 – Top Sales World
25 Influential Leaders In Sales – 2012 Edition – InsideView
Top 50 Sales & Marketing Influencers for 2012 – Top Sales World
Top 25 Sales Influencers for 2012 – OpenView Labs
50 Most Influential People in Sales Lead Management in 2010
2010 Top 25 Sales Blogs – Top Sales World
Tibor Shanto

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Agenda
• Difference between Triggers & Trigger Events
• Leveraging Triggers
• Maximizing reactions

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Timing and Close Ratio
Status
Quo
Window of
Dissatisfaction™
Searching
Alternatives
0% 60-90% 10 % - 20%False
And
Problematic

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• So, what takes someone who is in one state on Tuesday -
Happy and not looking - to another state on Wednesday?
• The answer:
They experienced an event that triggers their dissatisfaction.
Trigger Event Selling™

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• 1. Bad Experiences
• Products, people, providers
• 2. Change / Transition
• People, places, priorities
• 3. Awareness
• Legal, risk avoidance, economics
Trigger Events

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Valuable Trigger Events
• Executive Changes
– New execs are charged with making a difference and doing it fast. They need to
buy solutions and services to make it happen. It’s also easier to them to change
a service because they can point out that a previous bad choice was made by
the former executive.
• New Funding
– Companies with new funding are 8x more likely to buy many services than
companies without these events. Funding is meant to drive growth which
means purchasing new solutions and services to help with sales, marketing,
product development, operations, and even finance.
• Product Launches
– The launch of a new product requires companies to purchase many services and
solutions ranging from marketing services to sales training to e-commerce
systems or CRM systems. New products need to show rapid growth, which
creates demand for service and solution providers who can demonstrate that
they can help fuel that growth.

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Problem
• You are waiting for an event

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Solution

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Carol
Leveraging Triggers
Executive
Change
Marc
Opportunity #1
Opportunity #2
Opportunity #3Tim
?
Opportunity #4

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False

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70%
Status Quo

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Status Quo
• Reluctant to Change Closed to alternatives
• Happy and not looking
• Satisfied

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Target
Market70%
Status Quo

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Target
Market70%
Status Quo

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Target
Market70%
Status Quo
Base

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75% of customers who leave or switch vendors for a competitor,
when asked, say they were ‘satisfied or completely satisfied’ with
the vendor they left, at the time they switched.
‘Customer Loyalty Guaranteed’ Bell & Patterson
Old Perception: Happy – Not Looking = Closed to alternatives
Yet to be presented with or perceive a solution to help them achieve
their Objectives – and therefore worth pursuing!
Mainstream: Happy/Satisfied – Not Looking = Closed to alternatives

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75% of customers who leave or switch vendors for a competitor,
when asked, say they were ‘satisfied or completely satisfied’ with
the vendor they left, at the time they switched.
‘Customer Loyalty Guaranteed’ Bell & Patterson

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Old Perception: Happy – Not Looking = Closed to alternatives
What’s the one thing they All Have In Common?

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Old Perception: Happy – Not Looking = Closed to alternatives
Yet to be presented with or perceive a means to help them achieve
their Objectives – and therefore worth pursuing!

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• What are you doing today to be the first person a decision
maker calls when they experience a Trigger Event?
• The person we call their Emotional Favorite!
Creating The Reaction

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How Do I Know?
Win – Lose – Draw
360o Deal Review

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360o Deal Review

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Key To Objectives
• How can you directly support their goals?
• Can you help resolve their biggest issue?
• Can you help them reduce risk?
• Can you add value to their services?
• Can you enhance their reputation?
• Can you reduce their cost of doing business?

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Here’s The Deal
• No matter what, at one point you will need to reach out and
engage!
• That means picking up the phone:
• “Disrupt vendor selection.”
“Seventy-five per cent of IT executives have set an appointment or
attended an event as a direct result of outbound email and call
techniques.”
“nearly 600 said an outbound call or e-mail led to an IT vendor being
evaluated.”

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14 Day Trial
Contact me at:
+1 416 822-7781
(855) 25-SALES
tibor.shanto@sellbetter.ca

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Tibor Shanto
Principal
Renbor Sales Solutions Inc.
(855) 25-SALES
Tibor.Shanto@SellBetter.ca
www.SellBetter.ca
www.SellBetter.ca/blog
twitter.com/TiborShanto
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