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Trigger events are your best friends

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Have you heard of trigger events? If not, you’re in for a wonderful wakeup call. A trigger event is a sudden change in a prospect’s priorities. Your prospect may have been happy with the status quo yesterday, but a change in circumstances creates new and deeper business issues which need to be addressed. 

Here are some examples of events that can create sales opportunities for you:

Internal trigger events. First of all, there are internal trigger events—things that happen inside a company. They could be an acquisition, downsizing, new management team, third quarter earnings or change in management direction. If you’re a savvy seller, you’ll discover how these events might create opportunities for new sales.

Let’s say third quarter earnings have come out. Revenue is down; expenses are up. Now that’s not good! However, if your company can help reduce costs in some way, it may be the perfect opportunity for you. The same thing applies if you can increase sales or profitability.

External trigger events. Other trigger events are external (i.e., the state of the economy, weather, gas prices, legislation and competitive moves).

Here’s my challenge to you: Start thinking about the kinds of opportunities such events might create for you. They’re great door-openers.

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Jill Konrath is the author of SNAP Selling, Selling to Big Companies and Agile Selling. If you’re struggling to set up meetings, click here to get a free Prospecting Tool Kit.


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