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Trends, Triggers, & ToolsHow to Use Trigger Events in Sales & Marketing toGET MORE PROFITABLE CUSTOMERS,[object Object],Ivana Taylor             Craig Elias    Esther LaVielle,[object Object]
Trend Confluence ,[object Object]
Listening,[object Object],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.),[object Object]
Timing,[object Object]
Real Time Tech,[object Object]
Craig@TriggerEventSelling.com,[object Object],+1.403.874.2998,[object Object], Craig Elias,[object Object],Photograph by EwanNicholson.ca,[object Object]
Trigger Event Selling Book,[object Object],Top Sales,[object Object],Books of 2010,[object Object],Steven M.R. Covey,[object Object],“… 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.”,[object Object],Keith Ferrazzi,[object Object],“By combining the power of relationships with timing – what Elias and Shanto call “Trigger Events” – the authors present a powerful sales strategy…”,[object Object],Ivan Misner,[object Object],“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!”,[object Object],Gerhard Gschwandtner,[object Object],“This process is destined to expand the traditional division of the sales team into hunters and farmers by adding a new category: the trapper.”,[object Object],© Craig Elias 2002 - 2011,[object Object]
Silver Bullet in Sales & Marketing,[object Object],Getting in front of the right person,[object Object],at EXACTLY the right time!,[object Object],© Craig Elias 2002 - 2011,[object Object]
Timing & Status Quo,[object Object]
StatusQuo,[object Object],Timing & Want Trigger Events,[object Object],0%,[object Object],Want,[object Object],© Craig Elias 2002 - 2011,[object Object]
Window of Dissatisfaction™,[object Object],© COPYRIGHT Craig Elias 2002 - 2011,[object Object]
Want Trigger Event,[object Object]
A Want Trigger Event ...,[object Object]
Selective Perception,[object Object]
StatusQuo,[object Object],Timing & Close Ratios,[object Object],Window ofDissatisfaction™,[object Object],75%*,[object Object],* InnerSell Survey of over 200 sales executives and sales people, 2003,[object Object],© Craig Elias 2002 - 2011,[object Object]
Timing and the Best Customers,[object Object],Loyal,[object Object],Profitable,[object Object],Testimonials & Referrals,[object Object]
StatusQuo,[object Object],Timing & Afford Trigger Events,[object Object],Window ofDissatisfaction™,[object Object],Afford,[object Object],© Craig Elias 2002 - 2011,[object Object]
Searching For Alternatives,[object Object]
Afford Trigger Event,[object Object]
Timing & Close Ratios,[object Object],StatusQuo,[object Object],Window ofDissatisfaction™,[object Object],Searching for,[object Object],Alternatives,[object Object],16%**,[object Object],**Aberdeeen Research: Lead Lifecycle Management: Building a Pipeline that Never Leaks, 2009,[object Object],© Craig Elias 2002 - 2011,[object Object]
[object Object],How was your first point of contact made?,[object Object],The Opportunity,[object Object]
StatusQuo,[object Object],Timing & Justify Trigger Events,[object Object],Window ofDissatisfaction™,[object Object],Searching for,[object Object],Alternatives,[object Object],Justify,[object Object],NEW StatusQuo,[object Object],© Craig Elias 2002 - 2011,[object Object]
Justify Trigger Events,[object Object]
Sales & Marketing Alignment,[object Object],Status,[object Object],Quo,[object Object],Awareness,[object Object],Window ofDissatisfaction™,[object Object],Interest,[object Object],Less Likely to Buy From You,[object Object],More Likely To Buy,[object Object],Searching forAlternatives,[object Object],Desire,[object Object],NEW!Status Quo,[object Object],Action,[object Object],© Craig Elias 2002 - 2011,[object Object]
An integrated sales & marketing approach results in,[object Object],24% higher growth,[object Object],Sirius Decisions “High Performance B2B Sales and Marketing: The Alignment Factor”,[object Object]
1: Choose the Best Prospects,[object Object],Money,[object Object],Authority,[object Object],Influence,[object Object]
1: Choose the Best Prospects,[object Object],Analyze Your Best Customers,[object Object],[object Object]
Put a check mark next to the each customer where:
The sale cycle was shorter
The sales was relatively easy to make
There was limited objection about price
The customer is willing to act as a referenceThose with 3 or more checks are the ones you want to duplicate,[object Object],© Craig Elias 2002 - 2011,[object Object]
2: Find the Best Trigger Events,[object Object],What we see,[object Object],depends on whatwe look for,[object Object],-John Lubbock,[object Object]
2: Find the Best Trigger Events,[object Object],Won Sales Analysis™,[object Object],[object Object]
Ask the primary decision maker the four big questions in grey
Classify the opportunity using the check boxes and notes sections
Search for patterns in:
Close ratio
Sales cycle
Lead source
Trigger Events© Craig Elias 2002 - 2011,[object Object]
3: Content That JUMPS OUT!,[object Object]
3: Content That JUMPS OUT!,[object Object]
4: Here vs. There Problem,[object Object],What do they do,[object Object],Where do they go,[object Object],What do they read,[object Object]
Did you get it?,[object Object],What resonated?,[object Object],What happened recently?,[object Object],5: Convert & Connect!,[object Object]
6: Nurture,[object Object]
6: Nurture, Score,,[object Object],© Craig Elias 2002 - 2011,[object Object]
6: Nurture, Score, Notify Sales,[object Object],Bounced email,[object Object],View justify assets,[object Object],Reach scoring threshold,[object Object],© Craig Elias 2002 - 2011,[object Object]
7: Analyze New Wins,[object Object]
7: Analyze New Wins,[object Object],Won Sales Analysis™,[object Object],[object Object]

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

Editor's Notes

  1. Timing
  2. 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
  3. 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.
  4. 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 sleeping.et in fixing them, so the group turned the experience into a song and humorous video.
  5. McKinsey Quarterly – May 2010
  6. 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
  7. 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!
  8. 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
  9. Change in business ownership or ownership structureDigital assetsHow to sell your company for moreHow to buy out your business partner
  10. 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
  11. 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
  12. .  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.