Triggers 101<br />Events<br />
TiborShanto<br />bit.ly/Renbor-SSU<br />
TiborShanto<br />Principal – Renbor Sales Solutions Inc.<br />B2B New Business Acquisition<br />Focus on Execution<br />He...
“The two most important requirements for major success are: <br />first, being in the right place at the right time, <br /...
Today is first of two<br />Background<br />What are Triggers<br />Triggers – 101 – Events<br />Actioning Events<br />Trigg...
Trigger – Cause that leads to Effect, more specifically a reaction or response<br />Background<br />School<br />
Trigger – Cause that leads to Effect, more specifically a reaction or response<br />Background<br />
Trigger – Cause that leads to Effect, more specifically a reaction or response<br />Background<br />
Joe Sugarman – Direct Marketing pioneer<br />"Direct Marketing Man of the Year" in 1979<br />Discovered “Triggers”<br />Tr...
Basic – Entry Level Triggers<br />Trigger Events<br />
Buying Modes<br />Window of Dissatisfaction™<br />Searching<br />Alternatives<br />Status<br />Quo<br />Happy with Status ...
Timing and Value<br />Value<br />Value<br />Window of Dissatisfaction™<br />Status<br />Quo<br />Searching<br />Alternativ...
Timing and Selling<br />Value<br />Value<br />Window of Dissatisfaction™<br />Searching<br />Alternatives<br />Higher Clos...
Timing and Selling<br />Window of Dissatisfaction™<br />Searching<br />Alternatives<br />Core<br />Peripheral<br />Loyal<b...
So, what takes someone who is in Status Quo on Monday into the Window of Dissatisfaction™ on Tuesday? <br />The answer is ...
Status Quo is your <br />competition<br />Action Follows Action – <br />Inaction Follows Inaction<br />Perception is Reali...
Altered Perception<br />
Bad Experiences<br />Products, people, providers<br />Change / Transition<br />People, places, priorities<br />Awareness<b...
How Triggers Unfold<br />
How Triggers Unfold<br />
How Triggers Unfold<br />
Take steps today to be the first person a decision maker calls when they experience a Trigger Event?<br />Leveraging Trigg...
Lost Deal<br /><ul><li>Tells us what to avoid
Reduces risk – slightly
Improves Timing
Accelerates Cycle</li></ul>Leveraging Experience<br /><ul><li>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 </li></li></ul><li>Who you want to focus on <br />Customer demographics <br />Size of the business<br />Ti...
Poll<br />Are you currently tracking:<br />Executive movement<br />Corporate events<br />Market thresholds<br />All of abo...
Example: CFO<br />New CFO’s will make a measurable change to their existing office supply contract sometime between day 91...
Sources<br />
Example: CFO Changes<br /><ul><li>New CFO’s will make a measurable change to their existing office supply contract sometim...
Set Triggers
What are they doing first 90 days?</li></li></ul><li>The Big Question<br />How can you avoid drinking from a fire hose?<br />
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Social Selling - Trigger Events for sales

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We are all familiar with the “domino effect”, one domino falls, causing the others to fall in a predictable way, the thing that causes the domino to fall in the first place is the “Trigger”. In sales there are many types of triggers, some simple and visible, others more intricate and not always in plain view.

Events are the simplest and most obvious form of triggers in sales, something happens, and this event sets things in motion, the dominos falling. How well prepared you are in advance will help determine how well you can leverage events when they come to your advantage. Events can include change in personnel in an account, a competing vendor; change in regulation; mergers and acquisitions; regulatory; economic and more. How well you plan, recognize and react to a given event will have direct impact on your success in winning more customers, penetrating and retaining existing clients; all with greater predictability and in shorter time frames.

Published in: Business, Education
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    The Window of Dissatisfaction™, mentioned throughout this presentation, is a Trade Mark owned by the creator of Trigger Event Selling™ - Craig Elias.

    The Emotional Favorite™ mentioned on slide 24 is also a Trade Mark owned by Craig Elias.

    The complete copyrighted front cover of the book - that shows both authors names - can be seen at http://www.shiftselling.com/files/images/SHiFT_Book_Cover.gif

    If you have ANY questions about the above Trade Marks you can call Craig Elias (+1.403.874.2998 or 866.744.7904) or visit the domain names for the above mentioned trade marks - WindowOfDissatisfaction.com, EmotionalFavorite.com, or TriggerEventSelling.com
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Social Selling - Trigger Events for sales

  1. 1. Triggers 101<br />Events<br />
  2. 2. TiborShanto<br />bit.ly/Renbor-SSU<br />
  3. 3. TiborShanto<br />Principal – Renbor Sales Solutions Inc.<br />B2B New Business Acquisition<br />Focus on Execution<br />Helping companies and individuals succeed and sell better by delivering results rather than just completing tasks.<br />(800) 661-8760<br />Tibor.Shanto@SellBetter.ca<br />www.SellBetter.ca<br />www.SellBetter.ca<br />www.twitter.com/renbor<br />Youtube.com/Sellbetter<br />
  4. 4. “The two most important requirements for major success are: <br />first, being in the right place at the right time, <br />and second, doing something about it.” <br />Ray Kroc, Founding CEO, McDonalds <br />
  5. 5. Today is first of two<br />Background<br />What are Triggers<br />Triggers – 101 – Events<br />Actioning Events<br />Triggers<br />
  6. 6. Trigger – Cause that leads to Effect, more specifically a reaction or response<br />Background<br />School<br />
  7. 7. Trigger – Cause that leads to Effect, more specifically a reaction or response<br />Background<br />
  8. 8. Trigger – Cause that leads to Effect, more specifically a reaction or response<br />Background<br />
  9. 9. Joe Sugarman – Direct Marketing pioneer<br />"Direct Marketing Man of the Year" in 1979<br />Discovered “Triggers”<br />Triggers in Sales<br />
  10. 10. Basic – Entry Level Triggers<br />Trigger Events<br />
  11. 11. Buying Modes<br />Window of Dissatisfaction™<br />Searching<br />Alternatives<br />Status<br />Quo<br />Happy with Status Quo<br />Not Searching For Alternatives<br />Unhappy with Status Quo<br />Not Searching For Alternatives<br />Unhappy with Status Quo<br />Searching For Alternatives<br />
  12. 12. Timing and Value<br />Value<br />Value<br />Window of Dissatisfaction™<br />Status<br />Quo<br />Searching<br />Alternatives<br />Value<br />Perceived Values<br />Your Value<br />Current Supplier’s Value<br />The Nearest Competitors Value<br />
  13. 13. Timing and Selling<br />Value<br />Value<br />Window of Dissatisfaction™<br />Searching<br />Alternatives<br />Higher Close Ratio<br />Lower Close Ratio<br />Higher Prices<br />Lower Prices<br />
  14. 14. Timing and Selling<br />Window of Dissatisfaction™<br />Searching<br />Alternatives<br />Core<br />Peripheral<br />Loyal<br />Disloyal<br />80% of Profit<br />20% of Profit<br />80% of Headaches<br />20% of Headaches<br />Reference<br />Referrals<br />
  15. 15. So, what takes someone who is in Status Quo on Monday into the Window of Dissatisfaction™ on Tuesday? <br />The answer is simple: <br />They experienced an Event that Triggers their Dissatisfaction. <br />Actual Experience no longer exceeds Expectations <br />Happy and not looking – <br /> Unhappy but not yet looking<br />Trigger Event<br />
  16. 16. Status Quo is your <br />competition<br />Action Follows Action – <br />Inaction Follows Inaction<br />Perception is Reality<br />Trigger Event<br />
  17. 17. Altered Perception<br />
  18. 18. Bad Experiences<br />Products, people, providers<br />Change / Transition<br />People, places, priorities<br />Awareness<br />Legal, risk avoidance, economics<br />Trigger Events<br />
  19. 19. How Triggers Unfold<br />
  20. 20. How Triggers Unfold<br />
  21. 21. How Triggers Unfold<br />
  22. 22. Take steps today to be the first person a decision maker calls when they experience a Trigger Event?<br />Leveraging Trigger Events<br />
  23. 23. Lost Deal<br /><ul><li>Tells us what to avoid
  24. 24. Reduces risk – slightly
  25. 25. Improves Timing
  26. 26. Accelerates Cycle</li></ul>Leveraging Experience<br /><ul><li>No Decision
  27. 27. Tells us who/what to avoid
  28. 28. Improves Time Allocation
  29. 29. Improves Timing
  30. 30. Increases Results
  31. 31. Greatest opportunity for ROE
  32. 32. Won Deals
  33. 33. Tells us what to look for, move towards
  34. 34. Increases Results–
  35. 35. Reduces time to deal – measurably
  36. 36. Improves Timing </li></li></ul><li>Who you want to focus on <br />Customer demographics <br />Size of the business<br />Title and background of the decision-maker<br />Identify the people you want to build a relationship with at similar companies—before they experience a Trigger Event—<br />Be well-positioned to become the first person they reach out to when they do<br />Achieve status of Go To Person (Emotional Favorite). <br />Your ROI<br />
  37. 37. Poll<br />Are you currently tracking:<br />Executive movement<br />Corporate events<br />Market thresholds<br />All of above<br />Other<br />
  38. 38. Example: CFO<br />New CFO’s will make a measurable change to their existing office supply contract sometime between day 91 – 180 on the job<br />Set Triggers<br />
  39. 39. Sources<br />
  40. 40. Example: CFO Changes<br /><ul><li>New CFO’s will make a measurable change to their existing office supply contract sometime between day 91 – 180 on the job
  41. 41. Set Triggers
  42. 42. What are they doing first 90 days?</li></li></ul><li>The Big Question<br />How can you avoid drinking from a fire hose?<br />
  43. 43. Challenges<br />Information Overload<br />Lack of Completeness<br />Lack of Actionability<br />Lack of Relevance<br />Lag time<br />Lost Productivity<br />
  44. 44. Sales Focused Tools<br />
  45. 45.
  46. 46. Carol<br />Domino Effect<br />Executive<br />Change<br />Opportunity #1<br />John<br />?<br />Opportunity #3<br />Tim<br />Opportunity #4<br />Opportunity #2<br />
  47. 47. Example<br />
  48. 48. Standard Referrals don’t work<br />You need to connect with people who are: “In The Know” when a decision maker experiences<br />People who are in a position to put you in front of someone who has or about to experience a Trigger Event<br />Referrals 2.0<br />
  49. 49. SLIDE :36<br />
  50. 50. Referral Network 2.0<br />
  51. 51. Planning<br />Time Allocation<br />For example (not a recommendation):<br />50% - Window of Dissatisfaction<br />35% - Status Quo<br />15% - Searching For Alternatives<br />Increasing Velocity<br />Leveraging Trigger Event<br />
  52. 52. SLIDE :39<br />Join us April 21, at 1:00 pm Easternfor the second webinar in the series:<br />Advanced Triggers – A Proactive Approach to Client Acquisition<br />
  53. 53. Thank you!<br />Tibor Shanto<br />Renbor Sales Solutions Inc.<br />Phone:+1 416 822-7781<br />E-mail: Tibor.Shanto@sellbetter.ca<br />Blog: www.sellbetter.ca/blog<br />twitter.com/renbor<br />What’s in Your Pipeline?<br />bit.ly/Renbor-SSU<br />
  54. 54. Thank you!<br />Questions!?!<br />What’s in Your Pipeline?<br />bit.ly/Renbor-SSU<br />
  55. 55. | SLIDE :42<br />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.<br />###<br />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.<br />

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