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First in
Wins!
Craig Elias
Chief Catalyst.
© COPYRIGHT Craig Elias 2002 - 2015Slide 2
When is the BEST TIMING?
© COPYRIGHT Craig Elias 2002 - 2015Slide 3
Status
Quo0%
Happy & Not Looking
Slide 4
Chasing Status Quo Leads
“You can spend time
trying to move
someone so they
become interested but
in my book that’...
© COPYRIGHT Craig Elias 2002 - 2015Slide 5
16% Searching for
Alternatives
Lead Lifecycle Management: Building a Pipeline t...
Slide 6 http://bit.ly/ChallengerTriggers - February 26th
Slide 7
Get In Early
© COPYRIGHT Craig Elias 2002 - 2015Slide 8
Window of
Dissatisfaction™
74%
Forrester: 2012 Buyer Insights Study
Unhappy and...
Slide 9
Michael Bosworth Says…
Requirements Company A Company B Company C
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



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




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


...
© COPYRIGHT Craig Elias 2002 - 2015Slide 10
The Best Leads
Specific
People Or
Businesses
Ability To Make
A Purchase
Dissat...
Slide 11
Brute Force Does Not Work
Bit.ly/DestructiveSalesActivity
Slide 12
The Tree of Discontent
Bit.ly/TreeOfDiscontent
© COPYRIGHT Craig Elias 2002 - 2015Slide 13
Afford
Funnel Movers
Justify
Funnel Shakers
Want
Funnel Fillers
Status
Quo
Win...
© COPYRIGHT Craig Elias 2002 - 2015Slide 14
Interest
Trigger
Decision
Trigger
20,000 CONSUMERS
5 INDUSTRIES
3 CONTINENTS
h...
Slide 15 * Trigger Events are not part of Google’s original research
Trigger Event*
Google Gets ‘It’ (2011)
Slide 16
GE Gets ‘It”
Beth Comstock
CMO & SVP
“It applies in
both a
consumer
AND
a business-to-
business
context”
Slide 17
“80%
of B2B purchases are
unplanned and
unbudgeted”
bit.ly/BreakingOutOfTheFunnel
DemandGen Gets ‘It’ (2013)
Slide 18
Fast Follow Up Is a Differentiator
0.6%
In 5 minutes
or less
bit.ly/LeadResponseManagement
Slide 19
Why Leverage Trigger Events
20%
More reps make
quota
http://bit.ly/AberdeenOnTriggers
© COPYRIGHT Craig Elias 2002 - 2015Slide 20
31%
Finding & keeping
customers was
their biggest
challenge
Slide 21
The Power of Focus
Increase in close rate when
you have a pipeline of
3X or less
http://bit.ly/PerfectFunnel-Siri...
Slide 22
Brute Force Does Not Work
35%
Too much contact
was destructive to
the relationship
McKinsey Quarterly: The basics...
Slide 23
Top 10 Sales Initiatives in 2014
Slide 24
49%
Of executives put a
vendor on a short list
based on a cold call
Calling At The Right Time Works!
Slide 25 Bit.ly/57PercentOfDecisionMade
57%of the buying decision is
made before a sales
person gets
involved
Ready To Buy...
Slide 26
Rearch Out at the Right Time
Bit.ly/OutboundWorks
© COPYRIGHT Craig Elias 2002 - 2015Slide 27
The Power of Focus
more likely to make quota if
they have pipelines of
3X or l...
Slide 28
Losing takes too much time
68%
Longer to lose a
sale than to win
Bit.ly/LongerToLose – Slide #9
Slide 29
70%
Want to talk to salespeople
during the ‘early stages’
of the buying process
Challenging The Challenger Sale
b...
Slide 30 How Clients Buy: 2009 Benchmark Report on Professional Services Marketing and Selling from the Client Perspective...
Slide 31
75%
Took an appointment or
attended an event based on a
well-time outbound email or call
Bit.ly/OutboundWorks
Slide 32
“75%
made their decision
halfway through
the process.” Steve W. Martin
Heavy Hitter Sales
What's Wrong With Your ...
Slide 33
Where Most Prospects Are
79%
agree there is a
problem... but are
not committed to
doing anything
about it.`
Jolle...
Slide 34
Change in Executives
Spending $1Million+ on
new initiatives did so within
the first 90 days
80%
© COPYRIGHT Craig Elias 2002 - 2015Slide 35
Trigger Event Marketing Pays
80%
Saving in direct
marketing costs
Slide 36
Persistence Matters
80%
Of company
revenues come from
those
who make four
or more calls
Source: National Dry Good...
Slide 37
80%
Spent more
with those viewed
as strategic providers
Strategic Vendors Get More
Forrester: 2012 Buyer Insights...
Slide 38
The Power of Focus
20% close ratio
$150,000 sale
$2,220,000
93% Increase
Marketing Equally
Sized Segments
Segment...
Slide 39
Breaking Out Of The Funnel– DemandGen, 2013
bit.ly/BreakingOutOfTheFunnel
97%
A prospect
reached out and
initiate...
Slide 40
The Power of Focus
bit.ly/MicroTargetSelling
100%
Increase in
growth rate
© COPYRIGHT Craig Elias 2002 - 2015Slide 41
Unbudgeted Buyers and Word Of Mouth
Unbudgeted buyers are:
• 2X more likely to...
Slide 42
The Power of Word Of Mouth
“…Word of mouth generates
more than twice the sales
of paid advertising…”
Bit.ly/WordO...
© COPYRIGHT Craig Elias 2002 - 2015Slide 43
Trigger Event Marketing
500%
Improvement in
response rates
http://www.visiongr...
Slide 44
Triggering Better Conversion Rates
bit.ly/PredictablePipeline
530%
Improvement in
first call conversion
330%
Impr...
Slide 45
Trigger Event Emails
600%
Higher response rate
http://bit.ly/RightTime-vs-RealTime
© COPYRIGHT Craig Elias 2002 - 2015Slide 46
Ready to Buy
Those who recently experienced
a financial event and can now
affo...
Slide 47
5-Minute Form Fill Follow Up
900%
Increase in contact
rate vs. 60 minute
follow up
bit.ly/LeadResponseManagement
Slide 48 Photograph by EwanNicholson.ca
ShiftSelling.com
Craig@ShiftSelling.com
+1.403.874.2998
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Trigger Event Selling & Trigger Event Marketing Statistics

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Published on

A collection of sales stats that i use or have used in the webinars and corporate speaking / training that I do

Published in: Business

Trigger Event Selling & Trigger Event Marketing Statistics

  1. 1. First in Wins! Craig Elias Chief Catalyst.
  2. 2. © COPYRIGHT Craig Elias 2002 - 2015Slide 2 When is the BEST TIMING?
  3. 3. © COPYRIGHT Craig Elias 2002 - 2015Slide 3 Status Quo0% Happy & Not Looking
  4. 4. Slide 4 Chasing Status Quo Leads “You can spend time trying to move someone so they become interested but in my book that’s wasting time.” Linda Crawford EVP Sales Cloud, Salesforce.com http://bit.ly/WereAllInSales
  5. 5. © COPYRIGHT Craig Elias 2002 - 2015Slide 5 16% Searching for Alternatives Lead Lifecycle Management: Building a Pipeline that Never Leaks, 2009 Unhappy and Looking
  6. 6. Slide 6 http://bit.ly/ChallengerTriggers - February 26th
  7. 7. Slide 7 Get In Early
  8. 8. © COPYRIGHT Craig Elias 2002 - 2015Slide 8 Window of Dissatisfaction™ 74% Forrester: 2012 Buyer Insights Study Unhappy and Thinking of Looking
  9. 9. Slide 9 Michael Bosworth Says… Requirements Company A Company B Company C                             “COLUMN FODDER” “Column A Enjoys a Huge Advantage” Customer Centric Selling: Second Edition - Page 16
  10. 10. © COPYRIGHT Craig Elias 2002 - 2015Slide 10 The Best Leads Specific People Or Businesses Ability To Make A Purchase Dissatisfied With The Status Quo* 10X *Those recently dissatisfied with the Status Quo are up to 10 time more likely to switch vendors - Craig Elias
  11. 11. Slide 11 Brute Force Does Not Work Bit.ly/DestructiveSalesActivity
  12. 12. Slide 12 The Tree of Discontent Bit.ly/TreeOfDiscontent
  13. 13. © COPYRIGHT Craig Elias 2002 - 2015Slide 13 Afford Funnel Movers Justify Funnel Shakers Want Funnel Fillers Status Quo Window of Dissatisfaction™ Searching for Alternatives Events That Trigger Dissatisfaction
  14. 14. © COPYRIGHT Craig Elias 2002 - 2015Slide 14 Interest Trigger Decision Trigger 20,000 CONSUMERS 5 INDUSTRIES 3 CONTINENTS http://bit.ly/McKinseyOnTriggers * The Afford Trigger is not part of McKinsey’s original research Afford Trigger* McKinsey Gets ‘It’ (2009)
  15. 15. Slide 15 * Trigger Events are not part of Google’s original research Trigger Event* Google Gets ‘It’ (2011)
  16. 16. Slide 16 GE Gets ‘It” Beth Comstock CMO & SVP “It applies in both a consumer AND a business-to- business context”
  17. 17. Slide 17 “80% of B2B purchases are unplanned and unbudgeted” bit.ly/BreakingOutOfTheFunnel DemandGen Gets ‘It’ (2013)
  18. 18. Slide 18 Fast Follow Up Is a Differentiator 0.6% In 5 minutes or less bit.ly/LeadResponseManagement
  19. 19. Slide 19 Why Leverage Trigger Events 20% More reps make quota http://bit.ly/AberdeenOnTriggers
  20. 20. © COPYRIGHT Craig Elias 2002 - 2015Slide 20 31% Finding & keeping customers was their biggest challenge
  21. 21. Slide 21 The Power of Focus Increase in close rate when you have a pipeline of 3X or less http://bit.ly/PerfectFunnel-Sirius 32%
  22. 22. Slide 22 Brute Force Does Not Work 35% Too much contact was destructive to the relationship McKinsey Quarterly: The basics of business-to-business sales success, May 2010 1,200 purchasing decision makers in small, medium, and large companies in USA and Western Europe
  23. 23. Slide 23 Top 10 Sales Initiatives in 2014
  24. 24. Slide 24 49% Of executives put a vendor on a short list based on a cold call Calling At The Right Time Works!
  25. 25. Slide 25 Bit.ly/57PercentOfDecisionMade 57%of the buying decision is made before a sales person gets involved Ready To Buy Is TOO LATE!
  26. 26. Slide 26 Rearch Out at the Right Time Bit.ly/OutboundWorks
  27. 27. © COPYRIGHT Craig Elias 2002 - 2015Slide 27 The Power of Focus more likely to make quota if they have pipelines of 3X or less http://bit.ly/PerfectFunnel-Sirius 66%
  28. 28. Slide 28 Losing takes too much time 68% Longer to lose a sale than to win Bit.ly/LongerToLose – Slide #9
  29. 29. Slide 29 70% Want to talk to salespeople during the ‘early stages’ of the buying process Challenging The Challenger Sale bit.ly/ProvideValueInEveryStage IT Services Marketing Association
  30. 30. Slide 30 How Clients Buy: 2009 Benchmark Report on Professional Services Marketing and Selling from the Client Perspective 25% Tire Kickers 25% Short Term 50% Long Term 75% Form Fills Buy In 24 Months
  31. 31. Slide 31 75% Took an appointment or attended an event based on a well-time outbound email or call Bit.ly/OutboundWorks
  32. 32. Slide 32 “75% made their decision halfway through the process.” Steve W. Martin Heavy Hitter Sales What's Wrong With Your Sales Training Program Bit.ly/DecisionAlreadyMade
  33. 33. Slide 33 Where Most Prospects Are 79% agree there is a problem... but are not committed to doing anything about it.` Jolles.com
  34. 34. Slide 34 Change in Executives Spending $1Million+ on new initiatives did so within the first 90 days 80%
  35. 35. © COPYRIGHT Craig Elias 2002 - 2015Slide 35 Trigger Event Marketing Pays 80% Saving in direct marketing costs
  36. 36. Slide 36 Persistence Matters 80% Of company revenues come from those who make four or more calls Source: National Dry Good Association (USA)
  37. 37. Slide 37 80% Spent more with those viewed as strategic providers Strategic Vendors Get More Forrester: 2012 Buyer Insights Study
  38. 38. Slide 38 The Power of Focus 20% close ratio $150,000 sale $2,220,000 93% Increase Marketing Equally Sized Segments Segment Size Lead Rate $ Value 200 9% $200K 200 7% $150K 200 5% $100K 200 3% $75K 200 1% $50k 1,000 5% $115 20% close ratio $115,000 sale $1,150,000 Vs. Marketing Proportionally Sized Segments Segment Size Lead Rate $ Value 400 9% $200K 400 7% $150K 200 5% $100K 1,000 7.4% $150 bit.ly/TripleYourTradeshowLeads
  39. 39. Slide 39 Breaking Out Of The Funnel– DemandGen, 2013 bit.ly/BreakingOutOfTheFunnel 97% A prospect reached out and initiated the process Prospects Initiate The Sale!
  40. 40. Slide 40 The Power of Focus bit.ly/MicroTargetSelling 100% Increase in growth rate
  41. 41. © COPYRIGHT Craig Elias 2002 - 2015Slide 41 Unbudgeted Buyers and Word Of Mouth Unbudgeted buyers are: • 2X more likely to act as a reference • 75% more likely to share their experience on LinkedIn discussion forums • 50% more likely to blog about their experience Breaking Out Of The Funnel– DemandGen, 2013 bit.ly/BreakingOutOfTheFunnel
  42. 42. Slide 42 The Power of Word Of Mouth “…Word of mouth generates more than twice the sales of paid advertising…” Bit.ly/WordOfMouthStats
  43. 43. © COPYRIGHT Craig Elias 2002 - 2015Slide 43 Trigger Event Marketing 500% Improvement in response rates http://www.visiongraphics-inc.com/blog/post/what-is- event-triggered-marketing
  44. 44. Slide 44 Triggering Better Conversion Rates bit.ly/PredictablePipeline 530% Improvement in first call conversion 330% Improvement in second call conversion
  45. 45. Slide 45 Trigger Event Emails 600% Higher response rate http://bit.ly/RightTime-vs-RealTime
  46. 46. © COPYRIGHT Craig Elias 2002 - 2015Slide 46 Ready to Buy Those who recently experienced a financial event and can now afford your services, are ready are now up to 8X more likely to buy now
  47. 47. Slide 47 5-Minute Form Fill Follow Up 900% Increase in contact rate vs. 60 minute follow up bit.ly/LeadResponseManagement
  48. 48. Slide 48 Photograph by EwanNicholson.ca ShiftSelling.com Craig@ShiftSelling.com +1.403.874.2998

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