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!

Comments

[Josiane Feigon]

Hi Jill-

Triggering events is key- especially at quarter-end when you need to leverage everything. I'm running a series of podcasts this week asking inside sales champions how they are dealing with quarter-end www.tele-smart.com/blog. Most of them are saying without a compelling event, the deal is stale. Your book is great also, I'm recommending it to many of my clients.

Josiane Feigon, President of TeleSmart
Great work

[David Elkington]

For companies that use inside sales (as mentioned above), my company has found a product that helps identify these kind of 'Triggering Events'. There is a list provider called True Advantage, that in addition to providing a list of company names and information, also provide key company events. We found it so usefull we have introduced it to our customer base (we are an Hosted CRM application that focuses on the inside sales space, InsideSales.com). Our customers that use both the list information and the key events provided have had great success.

Great Ideas described. I will share them with our customers!