I first heard the term trigger events from Jill Konrath, author of Selling to Big Companies and Snap Selling. Jill writes about trigger events in her books and says that when you focus on trigger events you can “literally pull sales out of thin air.”
What’s a trigger event? It’s anytime a company is going through a change or a new strategic initiative, or any event that triggers decision makers to have a need for your products or services. Trigger events are all around us, new product launches, company mergers, changes in management, product safety issues, trade show participation, awareness campaigns, new employee recruitment and that’s just to name a few.
How can you possibly know about all these trigger events? The easiest way is to set up a Google Alert with the names of your best prospects and clients. Google will automatically send you an email when news about your client or prospect is mentioned. That way you’re the first to know what’s going on in their company and can be one step ahead of your competition with promotional ideas related to the trigger event. That’s how you can “pull sales out of thin air.”
Want more savvy tips for staying one step ahead of your competitors? Last week I hosted a fantastic Skyrocket Your Q4 Sales Webcast with industry experts who had a plethora of new ideas to sell more now. If you missed it, or would like to listen again, you can download the MP3 audio, along with my Promo Biz Sales-Boost kit at my website: http://www.promobizcoach.com.
I would enjoy hearing from you. Are you using Google Alerts? Have you been able to get sales by focusing on trigger events? Please respond below.
Rosalie Marcus, the Promo Biz Coach, teaches people in promotional products sales how to sell smarter, attract choice clients and increase their sales quickly! She is the creator of The FAST TRACK to Making Money in Promotional Products Sales and the Women Selling Smarter Program. Reach her at [email protected] or 215-572-6766. Visit her website http://www.promobizcoach.com for a free special report: 10 Big Mistakes Promotional Products Professionals Make and How to Avoid Them and Double Your Sales!
