How to Use Trigger Events in Sales & Marketing To Get More Profitable Customers


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Learn how 7 easy steps to be in front of the right person at the right moment to generate higher sales revenue using marketing/research tools.

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  • Timing
  • Changing notions of social status, where status (especially online) can be increasingly derived from publicly displaying and sharing knowledge, skills, influence and popularity rather than pure wealth and power Consumers disclosing their intentions or whereabouts, either to each other or to companies in return for better offers and/ or service
  • Customers are telling us everything we need to know about what they are doing, what’s going right and what’s going wrong – and literally when they will be ready to make a purchase – it’s up to us to pay attention to those signals.There has been a swath of business books lately completely focused on re-defining how we approach the customer to make the sale Selling to the C-Suite - August 18, 2009 – Get the CEOs attention when he or she is talking to trusted advisors to get insight into their problem. So they aren’t searching for products or services, they are searching on problems and solutionsSNAP Selling - May 27, 2010 – Stay connected to your customer, stay relevant to their problem, keep it simpleSHiFT Selling - Jun 28, 2010 – Identify the trigger events in your customers’ life that drive them to buy24-Hour Customer -  Aug 10, 2010 – Look for ways to insinuate yourself into your customer’s life (time slicing)How companies are watching customers and “reaching out at just the right time”In November 2010, Dutch airline KLM ran an experimental campaign called where it employed a "Surprise Team" to give passengers tailored, unexpected gifts at the airport.Combining with location-based game Foursquare, as soon as someone checked-in at a KLM Foursquare location within its network of airports the Surprise Team went online to find more background information about the person, decided upon a suitable gift and gave it them before they flew.
  • Customers sharing their activities Personal statusProfessional status and frustrationsEmmakin Emma Thomas @fetim Question for you - Why are Tescos refusing to do a same day refund - I have been waiting 9 days already? #complaintMarleyKD MarleyKD Avis Charles de Gaulle: doesn't try at all. They have my computer. Won't help get it back even if I pay all costs#consumer #complaintUNITED BREAKS GUITAR:The backstory: In 2008, the Canadian country music group Sons of Maxwell flew to Nebraska onUnited Airlines (UAUA). They watched in horror as the airline’s baggage handlers threw their expensive guitars into the cargo hold. Needless to say, the instruments were severely damaged.United dragged its feet in fixing them, so the group turned the experience into a song and humorous video.SLEEPING COMCAST GUY - A YouTube user named DoorFrame, who also runs a fan blog dedicated to the movie Snakes on a Plane, posted this gem. It shows a Comcast (CMCSA) technician on hold with his own company. Oh yeah, and he’s in fixing them, so the group turned the experience into a song and humorous video.
  • McKinsey Quarterly – May 2010
  • At some point they can afford your solution and now need to justify buying from you.Create RIPES content and alert reps when it gets accessedRisk avoidance, Image, Productivity, Expenses, Security
  • Get the attention of the right people and tell them what they want to hearWhat will they start seeing because they experienced a Trigger EventWhat made you buy from usCreate events and resourcesWebinars, worksheets, videos, white paperRemember they are not ready to be sold to yet!
  • How can we make it easier to become our customerWhat to collectWhat to tell themHelp them afford and justifyIncrease credibility & reduce the riskProvide delivery and payment optionsProvide links to digital assets that justify the purchase
  • Change in business ownership or ownership structureDigital assetsHow to sell your company for moreHow to buy out your business partner
  • WHY?Listen to customers right in the moment!  Interact with Respondents/Fans/Followers. They want to share their opinion with you! Presents unique core of opportunities to market to themImpacts your brand reputationReal-time feedback = Real time Results = Real-Time Solutions & Sales Opportunities
  • Discover TextMarket research, eDiscovery & extraction of key insightsLarge & diverse enterprise data setsSocial media search and archival servicesPeer group and crowd sourced collaborationCredential-based, cross-organizational work groups
  • .  In the same way that we’ve learned to communicate in 140 characters with Twitter, we will learn to survey using tools like MicroPoll for one-off polling that is quick, easy and cheap.  Your audience is in learning and interactive mode on Facebook and Twitter and polls are ideal ways to get their input and gather market data at the same time.  Start looking at research as a quantifiable conversation.-            Free polling applications are everywhere!  MicroPoll is my favorite.  But also check out TwitPoll, and PollDaddyalso has a facebook application.  Blogging platforms like WordPress also have polling plugins that you can use for your blog.
  • How to Use Trigger Events in Sales & Marketing To Get More Profitable Customers

    1. 1. Trends, Triggers, & ToolsHow to Use Trigger Events in Sales & Marketing toGET MORE PROFITABLE CUSTOMERS<br />Ivana Taylor Craig Elias Esther LaVielle<br />
    2. 2. Trend Confluence <br />
    3. 3. Listening<br />Just 33% of internet users say they worry about how much information is available about them online, down from 40% in December 2006. (Source: Pew, May 2010.)<br />
    4. 4. Timing<br />
    5. 5. Real Time Tech<br />
    6. 6.<br />+1.403.874.2998<br /> Craig Elias<br />Photograph by<br />
    7. 7. Trigger Event Selling Book<br />Top Sales<br />Books of 2010<br />Steven M.R. Covey<br />“… simple but profound truths that will help you leverage intent for immediate action and cut down the selling cycle, while creating lasting bonds with customers.”<br />Keith Ferrazzi<br />“By combining the power of relationships with timing – what Elias and Shanto call “Trigger Events” – the authors present a powerful sales strategy…”<br />Ivan Misner<br />“Elias and Shanto have brought referrals into the 21st Century, showing you how to … capitalize on the key moments that will bring you success in a busy, fast-paced world.  This is a must read!”<br />Gerhard Gschwandtner<br />“This process is destined to expand the traditional division of the sales team into hunters and farmers by adding a new category: the trapper.”<br />© Craig Elias 2002 - 2011<br />
    8. 8. Silver Bullet in Sales & Marketing<br />Getting in front of the right person<br />at EXACTLY the right time!<br />© Craig Elias 2002 - 2011<br />
    9. 9. Timing & Status Quo<br />
    10. 10. StatusQuo<br />Timing & Want Trigger Events<br />0%<br />Want<br />© Craig Elias 2002 - 2011<br />
    11. 11. Window of Dissatisfaction™<br />© COPYRIGHT Craig Elias 2002 - 2011<br />
    12. 12. Want Trigger Event<br />
    13. 13. A Want Trigger Event ...<br />
    14. 14. Selective Perception<br />
    15. 15. StatusQuo<br />Timing & Close Ratios<br />Window ofDissatisfaction™<br />75%*<br />* InnerSell Survey of over 200 sales executives and sales people, 2003<br />© Craig Elias 2002 - 2011<br />
    16. 16. Timing and the Best Customers<br />Loyal<br />Profitable<br />Testimonials & Referrals<br />
    17. 17. StatusQuo<br />Timing & Afford Trigger Events<br />Window ofDissatisfaction™<br />Afford<br />© Craig Elias 2002 - 2011<br />
    18. 18. Searching For Alternatives<br />
    19. 19. Afford Trigger Event<br />
    20. 20. Timing & Close Ratios<br />StatusQuo<br />Window ofDissatisfaction™<br />Searching for<br />Alternatives<br />16%**<br />**Aberdeeen Research: Lead Lifecycle Management: Building a Pipeline that Never Leaks, 2009<br />© Craig Elias 2002 - 2011<br />
    21. 21. <ul><li>Less than 10%said a vendor proactively contacted them</li></ul>How was your first point of contact made?<br />The Opportunity<br />
    22. 22. StatusQuo<br />Timing & Justify Trigger Events<br />Window ofDissatisfaction™<br />Searching for<br />Alternatives<br />Justify<br />NEW StatusQuo<br />© Craig Elias 2002 - 2011<br />
    23. 23. Justify Trigger Events<br />
    24. 24. Sales & Marketing Alignment<br />Status<br />Quo<br />Awareness<br />Window ofDissatisfaction™<br />Interest<br />Less Likely to Buy From You<br />More Likely To Buy<br />Searching forAlternatives<br />Desire<br />NEW!Status Quo<br />Action<br />© Craig Elias 2002 - 2011<br />
    25. 25. An integrated sales & marketing approach results in<br />24% higher growth<br />Sirius Decisions “High Performance B2B Sales and Marketing: The Alignment Factor”<br />
    26. 26. 1: Choose the Best Prospects<br />Money<br />Authority<br />Influence<br />
    27. 27. 1: Choose the Best Prospects<br />Analyze Your Best Customers<br /><ul><li>List 10 most recently won customers
    28. 28. Put a check mark next to the each customer where:
    29. 29. The sale cycle was shorter
    30. 30. The sales was relatively easy to make
    31. 31. There was limited objection about price
    32. 32. The customer is willing to act as a reference</li></ul>Those with 3 or more checks are the ones you want to duplicate<br />© Craig Elias 2002 - 2011<br />
    33. 33. 2: Find the Best Trigger Events<br />What we see<br />depends on whatwe look for<br />-John Lubbock<br />
    34. 34. 2: Find the Best Trigger Events<br />Won Sales Analysis™<br /><ul><li>Every time you win an ideal customer
    35. 35. Ask the primary decision maker the four big questions in grey
    36. 36. Classify the opportunity using the check boxes and notes sections
    37. 37. Search for patterns in:
    38. 38. Close ratio
    39. 39. Sales cycle
    40. 40. Lead source
    41. 41. Trigger Events</li></ul>© Craig Elias 2002 - 2011<br />
    42. 42. 3: Content That JUMPS OUT!<br />
    43. 43. 3: Content That JUMPS OUT!<br />
    44. 44. 4: Here vs. There Problem<br />What do they do<br />Where do they go<br />What do they read<br />
    45. 45. Did you get it?<br />What resonated?<br />What happened recently?<br />5: Convert & Connect!<br />
    46. 46. 6: Nurture<br />
    47. 47. 6: Nurture, Score,<br />© Craig Elias 2002 - 2011<br />
    48. 48. 6: Nurture, Score, Notify Sales<br />Bounced email<br />View justify assets<br />Reach scoring threshold<br />© Craig Elias 2002 - 2011<br />
    49. 49. 7: Analyze New Wins<br />
    50. 50. 7: Analyze New Wins<br />Won Sales Analysis™<br /><ul><li>Are they an ideal customer
    51. 51. Ask the primary decision maker the four big questions in
    52. 52. Classify the opportunity using the check boxes and notes sections
    53. 53. Search for patterns in:
    54. 54. Close ratio
    55. 55. Sales cycle
    56. 56. Lead source
    57. 57. Trigger Events</li></ul>© Craig Elias 2002 - 2011<br />
    58. 58. 7: Improve<br />Content<br />Location<br />Scoring<br />
    59. 59.<br />Drive toLanding Page<br />Convert via form<br />ConnectNurtureScore<br />Revise Content & Placement<br />Alert Salesperson<br />Revise Scoring System<br />Analyze<br />© Craig Elias 2002 - 2011<br />
    60. 60. Example: Commercial Banking<br />
    61. 61. Track Real-Time Chatter<br />WHY?<br />Real-time feedback = Real time Results = <br />Real-Time Solutions & Sales Opportunities<br />
    62. 62. Sort and Segment Comments<br /><ul><li>Analytics
    63. 63. Text Charts</li></li></ul><li>Tag Clouds<br />
    64. 64.<br />Index Social Media Text<br /><ul><li>Import & archive data from multiple sources
    65. 65. Put into a single, searchable, unified repository</li></li></ul><li>CrowdSource –<br />Allows your audience to brainstorm and you to harness their ideas<br />Available online &as a mobile app<br /><br />
    66. 66. Use Quick Engagement Polls<br /><ul><li>Similar to IdeaScale
    67. 67. It’s a constantly running survey
    68. 68. Collect feedback and use results for content and product improvement
    69. 69. Embed poll anywhere!</li></li></ul><li>SurveySwipe & SurveyPocket<br />SAVE TREES! <br />Administer Field Surveys via iPad or other smart phone devices!<br />SurveyPocket: Offline iPad Application<br />SurveySwipe: Build your own online mobile community and interact with them with a built-in incentive program <br />
    70. 70. Webinar Exclusive!<br />First 25!<br />Double the length of an evaluation license<br /><br />800.326.5570<br />All Attendees<br />Ask and you’ll get the Trigger Event survey template preprogrammed in your evaluation license to get started on finding your "silver bullet." <br /> <br />
    71. 71. Q & A<br />Craig Elias<br />+1.403.874.2998<br /><br /><br /><br />Ivana Taylor<br />+1.330.472.0981<br /><br /><br /><br />Esther Rmah LaVielle<br />+1.206.850.0557<br /><br /><br /><br />Resources<br /><br /> <br /><br /><br /><br />