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Finding new customers every month is just the name of the game in sales. One of the best ways to go about this is understanding trigger events and how they apply to your industry. Trigger events are specific events in a company that are key drivers for buying or not buying products and services. By asking the right questions you should know fairly quickly if you have an opportunity or not. Now getting a sale is another story but at least you know that if a company meets specific criteria then they are worth spending some quality time with.
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Consider that salespeople require answers to these fundamental questions:

• How am I going to find my next customer?
• How can I differentiate prospects from suspects?
• Can I avoid the uncertainty and inefficiency of cold calling?
• How can I determine my customer’s needs and wants without assuming?
• How can I know if my customer is ready to buy?
• How can I get to presentation and closing faster?

Salesopedia has a good article that explains this a bet better.

With trigger events it will be easier for you to find companies that have immediate wants and needs. You are looking for events that can trigger the sales opportunity for you.

With this newly acquired knowledge you will be able to qualify prospects faster and find your next customer much easier than before. And not just that - you will be able to put customers in the market who didn’t feel that way before you contacted them. Companies with a trigger event buy 400% more often than ones without these kinds of events!

Trigger events can be a very powerful weapon for sales person who wants to be able to qualify prospects faster and understand his customers’ situation, and identify needs with customers together.

When you start learning where to find trigger events and how to use them, you will be able to get faster to the proposal because you will know that your prospects are already qualified for your product or service, and you will have information about their needs gathered before the meeting or presentation.

The whole object of your approach is to fully arouse your prospect’s interest - to bring him to the point where he wants to see your product and hear your proposition.

Each industry will have their own sets of trigger events to look for. A resource on finding and collecting Trigger events is B2B Lead Generation blog

What are your trigger events?
Below are some questions to help you define your events.

Collecting trigger events?
You can research new business opportunities based on trigger events, for little to no cost, by leveraging press releases, websites and news wires. If you have a corporate librarian or business library they can help you find what you need.

Alen Majer is a sales consultant and sells an ebook on Trigger Events

Today, different media are covering every single press release, new product introduction, and business conference in the world and you can find out easily the information about events and people who were being covered.The power of Internet is strong and becoming considerably stronger. There are many offline resources to help you with your research like business directories, and ads in local Sunday newspapers; however your preference should be in online resources as a faster and easier way of getting the information.

What you need to do is quit looking in your rear-view mirror or outside your window: you need to see what is in front of you-what is the future and what changes are going to take place.

By learning where to find and how to use trigger events, calls you will make in the future will never ever be cold!

With trigger events it will be easier for you to find companies that have immediate wants and needs. You are looking for events that can trigger the sales opportunity for you.

With this newly acquired knowledge you will be able to qualify prospects faster and find your next customer much easier than before. And not just that - you will be able to put customers in the market who didn’t feel that way before you contacted them. Companies with a trigger event buy 400% more often than ones without these kinds of events!

Trigger events can be a very powerful weapon for sales person who wants to be able to qualify prospects faster and understand his customers’ situation, and identify needs with customers together.

When you start learning where to find trigger events and how to use them, you will be able to get faster to the proposal because you will know that your prospects are already qualified for your product or service, and you will have information about their needs gathered before the meeting or presentation.

The whole object of your approach is to fully arouse your prospect’s interest - to bring him to the point where he wants to see your product and hear your proposition.

During the information gathering phase your task is to navigate the conversation with your questions to confirm what you already know from trigger events; you will help your prospect to recognize and/or to acknowledge their needs and wants.

Drive the conversation to the client’s real needs and you will certainly get the chance to present your solution to customers who will be interested to hear how you can help them.

One of the most important things for buyers is to have a feeling that a sales person understands their position and needs. With trigger events you will be there, easier and faster than anyone!

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Drew Stevens PhD knows how to dramatically accelerate your business growth. He recently wrote an article that other sales professionals should read.

A growing concern for many sales and marketing managers is optimization of sales leads. Each year selling professional’s get a plethora of business development leads unfortunately unearthing less than 47 percent. Worse, over 50% remain dormant. Managers postulate but to no avail. The numbers barely move. In recent research for this article, several clients utilize the Internet for sales leads with less than 5 percent reaching closure. To develop and optimize a productive lead generation program sales and marketing leaders must formulate a B2B strategic plan. The following information is meant initiate dialogue.

Content is King. Since the dawn of the Internet information has proliferated our society. Present clients obtain more information about your organization then you realize. Press releases, news stories, earnings even advertisements all provide analysis of the organization. When a lead finally does reach a selling professional, research illustrates that 87% of selling professionals reiterate known content.

Solution sales and marketing must formulate strategic client questions that provide client value. Rather than rehash features and claims, new leads are taken through an analysis to better understand needs. An exemplar might provide competitive product samples or packaging. Competitive firms can then provide alternative means and find gaps.

Mom always liked you best. Clients today inform all representatives of a lack of time and a lack of interest. In fact, according to CSO Insights the quality of leads is positively impacting the conversion rate of leads to first calls. Marketing and sales must collaborate on lead completion strategies. These are plans that assist in collecting a myriad of data for lead movement through the pipeline. Marketing instructors always discuss the …phics when discussing the 4 P’s and so must sales.

I suggest going over to his site and adding his blog to your RSS reader.

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Everyone has experienced the sales blues, when everything seems perfect and you are confident the sale is going to close until you hear the words, “sorry, we’re going ahead with someone else.” It is important that we take the emotion out of the sales loss and learn something for it, in order to learn from our mistakes and create more successful closes in the future. Always remember that you cannot always control what happened to close the lost sale, but you can chose your response. The success of your sales future is made by these choices, it is important that you make the right ones.

photo credit: gerwitz

When you’ve lost a sale, it is good to go through the following steps:

1)Be a hero-try with lots of digging to save the sale, if possible until you’ve determined that the deal is dead. Amazingly, studies indicate that 75% of deals lost can be resurrected if the salesperson will continue to be upbeat and persistant.

2)Find out why. This information is essential because it can help you get better and make the loss give you a return on investment for your future deals.

Be direct with the customer and ask: “What could I have done differently to earn your business? You won’t hurt my feelings, it’ll help me to continue to improve.” Then do something with the response you receive.

3)Continue to stay in touch with the contact. Frequently, the customer/prospect will rethink their decision to go to another provider right after their purchase. Keep your name in front of them and in your mailing list. It pays to check back and see how they are being treated by the new organization, you never know when they may need to make a change.

4)Sincerely thank them for their time by sending a card. Guaranteed this will differentiate you from 99% of all salespeople out there.

If the current provider has not done this, it puts you and your organization at a much higher level in the event they should decide to make a change.

5)Ask for referrals. Don’t hesitate to ask for a referral, just because they didn’t buy from you doesn’t mean they aren’t aware of others who could benefit from your services/products. In addition, you also keep the lines of communication open with the customer you lost the sale with.

6)Move on to the next opportunity. View it as a learning opportunity and don’t take it personally. Know the law of numbers and the sale lost just puts you closer to your next sale.

Finally, keep in mind that you have no choice about what happens to you but by choosing the best response you will enable yourself to experience success in future deals.

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