Selling to Big Companies Blog

More on Triggering Events

Do you realize the value of your local business journal? Every week I read mine religiously to identify prospective opportunities for me to get more business. What am I looking for? Triggering events that set my sales antennaes twitching like crazy.

In last week's issue I found a prospect by the third page. Mind you, they don't know it yet - but I do. What was it that caught my attention?

• It was in my target market: B2B sales with the complex sale.
• There was a new decision maker. That likely means they're open to change.
• They want to move upmarket and pursue bigger customers.
• Their challenge: ensuring a clearly articulated sales message throughout their channel.

It practically has my name written all over it! Now I just need to pursue it.

Using triggering events is one of the best ways to get your foot in the door quickly. In my book, Selling to Big Companies, I spend a lot of time showing you how you can use them in voicemails, emails and any other touches you have with corporate decision makers. It's a strategy you need to implement!

Finding Good Prospects — Fast!

Over the years, I've kept my pipeline full by using a strategy employed by few other sellers. What's this key to my success? Triggering events.

Nothing beats a good triggering event to shorten the sales cycle and get some business without competition. The use of triggering events is one of the main "getting in" strategies I cover in my new book, Selling to Big Companies**.

Let me give you an example: Yesterday I received a telemarketing call from a copier company. The woman was using one of the most awful scripts I've heard. Clearly some well intentioned, but clueless marketing bozo had created it.

Finding People Who are Ready to Buy

Do you know how to find corporate customers who are ripe for your offering, but who aren't being inundated by competitors? How about prospective clients from big companies who need you now, but aren't real price sensitive.

The key is learning how to leverage triggering events - a concept I talked about in depth in my most recent teleseminar .

If you missed it, you're in luck. Dan Walker from Sales Rep Radio called me right afterwards and I shared some of my secrets with him.  If you have a few minutes, you can listen to them here: Finding Customers Who are Ready to Buy

How to Shorten Your Sales Cycle

Several years ago, while scouring the business section of my local newspaper, I came to a screeching halt when I noticed a small headline. It read, "Local Firm Acquires eBusiness."

"Very interesting," I thought. The company, an international manufacturer, was not in my targeted market segment -- but this high tech acquisition certainly was.

Because my prospecting antennas were twitching, I committed to staying abreast on what was happening at this firm. I sent for their annual report, periodically checked their website and kept up on any press releases.

After 18 months, the manufacturer announced it was spinning off several divisions -- and the eBusiness I'd been following was one of them.

Bingo! That was the day I knew I had a new client.