Social Selling - Trigger Events for sales

Triggers 101
Events

TiborShanto
bit.ly/Renbor-SSU

TiborShanto
Principal – Renbor Sales Solutions Inc.
B2B New Business Acquisition
Focus on Execution
Helping companies and individuals succeed and sell better by delivering results rather than just completing tasks.
(800) 661-8760
Tibor.Shanto@SellBetter.ca
www.SellBetter.ca
www.SellBetter.ca
www.twitter.com/renbor
Youtube.com/Sellbetter

“The two most important requirements for major success are:
first, being in the right place at the right time,
and second, doing something about it.”
Ray Kroc, Founding CEO, McDonalds

Today is first of two
Background
What are Triggers
Triggers – 101 – Events
Actioning Events
Triggers

Trigger – Cause that leads to Effect, more specifically a reaction or response
Background
School

Trigger – Cause that leads to Effect, more specifically a reaction or response
Background

Joe Sugarman – Direct Marketing pioneer
"Direct Marketing Man of the Year" in 1979
Discovered “Triggers”
Triggers in Sales

Basic – Entry Level Triggers
Trigger Events

Buying Modes
Window of Dissatisfaction™
Searching
Alternatives
Status
Quo
Happy with Status Quo
Not Searching For Alternatives
Unhappy with Status Quo
Not Searching For Alternatives
Unhappy with Status Quo
Searching For Alternatives

Timing and Value
Value
Value
Status
Quo
Searching
Alternatives
Value
Perceived Values
Your Value
Current Supplier’s Value
The Nearest Competitors Value

Timing and Selling
Value
Value
Searching
Alternatives
Higher Close Ratio
Lower Close Ratio
Higher Prices
Lower Prices

Timing and Selling
Searching
Alternatives
Core
Peripheral
Loyal
Disloyal
80% of Profit
20% of Profit
80% of Headaches
20% of Headaches
Reference
Referrals

So, what takes someone who is in Status Quo on Monday into the Window of Dissatisfaction™ on Tuesday?
The answer is simple:
They experienced an Event that Triggers their Dissatisfaction.
Actual Experience no longer exceeds Expectations
Happy and not looking –
Unhappy but not yet looking
Trigger Event

Status Quo is your
competition
Action Follows Action –
Inaction Follows Inaction
Perception is Reality
Trigger Event

Altered Perception

Bad Experiences
Products, people, providers
Change / Transition
People, places, priorities
Awareness
Legal, risk avoidance, economics
Trigger Events

How Triggers Unfold

Take steps today to be the first person a decision maker calls when they experience a Trigger Event?
Leveraging Trigger Events

Lost Deal
Tells us what to avoid
Reduces risk – slightly
Improves Timing
Accelerates Cycle
Leveraging Experience
No Decision
Tells us who/what to avoid
Improves Time Allocation
Improves Timing
Increases Results
Greatest opportunity for ROE
Won Deals
Tells us what to look for, move towards
Increases Results–
Reduces time to deal – measurably
Improves Timing

Who you want to focus on
Customer demographics
Size of the business
Title and background of the decision-maker
Identify the people you want to build a relationship with at similar companies—before they experience a Trigger Event—
Be well-positioned to become the first person they reach out to when they do
Achieve status of Go To Person (Emotional Favorite).
Your ROI

Poll
Are you currently tracking:
Executive movement
Corporate events
Market thresholds
All of above
Other

Example: CFO
New CFO’s will make a measurable change to their existing office supply contract sometime between day 91 – 180 on the job
Set Triggers

Sources

Example: CFO Changes
New CFO’s will make a measurable change to their existing office supply contract sometime between day 91 – 180 on the job
Set Triggers
What are they doing first 90 days?

The Big Question
How can you avoid drinking from a fire hose?

Challenges
Information Overload
Lack of Completeness
Lack of Actionability
Lack of Relevance
Lag time
Lost Productivity

Sales Focused Tools

Carol
Domino Effect
Executive
Change
Opportunity #1
John
?
Opportunity #3
Tim
Opportunity #4
Opportunity #2

Example

Standard Referrals don’t work
You need to connect with people who are: “In The Know” when a decision maker experiences
People who are in a position to put you in front of someone who has or about to experience a Trigger Event
Referrals 2.0

SLIDE :36

Referral Network 2.0

Planning
Time Allocation
For example (not a recommendation):
50% - Window of Dissatisfaction
35% - Status Quo
15% - Searching For Alternatives
Increasing Velocity
Leveraging Trigger Event

SLIDE :39
Join us April 21, at 1:00 pm Easternfor the second webinar in the series:
Advanced Triggers – A Proactive Approach to Client Acquisition

Thank you!
Tibor Shanto
Renbor Sales Solutions Inc.
Phone:+1 416 822-7781
E-mail: Tibor.Shanto@sellbetter.ca
Blog: www.sellbetter.ca/blog
twitter.com/renbor
What’s in Your Pipeline?
bit.ly/Renbor-SSU

Thank you!
Questions!?!
What’s in Your Pipeline?
bit.ly/Renbor-SSU

| SLIDE :42
Social Selling University is not like social media courses which are typically designed for marketing departments. Social selling is a series of content that is being developed around how social media can be used to identify new opportunities and engage customers/prospects in social networks they spend the most time in. LinkedIn, Twitter, blogs and other social networks are filled with people asking for advice on products and looking to engage with friends, peers and experts to make intelligent buying decisions. This is where the opportunities are being created and sales people need to be part of those conversations.
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Social Selling University is brought to you by InsideView a Sales 2.0 leader, bringing intelligence gained from social media and traditional editorial sources to the enterprise to increase sales productivity and velocity. We were founded in 2005 by pioneers of the SaaS, CRM and Content industries to take advantage of the convergence of social media and enterprise applications.

Social Selling - Trigger Events for sales

by InsideView on Apr 01, 2011

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Social Selling - Trigger Events for sales — Presentation Transcript