The only thing you can accomplish is to lose a precious time chasing prospects who are not interested for your product, or they are not a fit for your products or services at all.

Many unsuccessful sales people spend their time with customers who are not even close to sales process and to buying, but poorly trained sales person still contact them regularly simply because they are in pipeline and they need to fill their day somehow. Talking to that kind of prospects is just a waste of your and their time.

When you are selling you need to differentiate and trigger events will make this possible. You will have tools to create the opportunity for you, and not just in the visible market where customers are actively looking for provider or supplier, but also in the invisible market – you put them in the market, you are making customers realize that they are on the market now. Without trigger events you can’t force customers to meet with you because you will be just one of many sales guys knocking on their door.

Here are two examples of trigger events:

• Your research shows some trigger events like hiring new 15-20 sales reps or changes in upper management levels: this clearly sends out messages that the company is in need of new office furniture or new computers with software, or maybe a new benefits plan for employees.
• Thousands of corporate turnarounds occur every year. You may have read about a few of them in your local newspaper, but that’s not enough. There are companies in a turnaround phase that affect sales in your area all the time. I suggest keeping abreast of the New York Times or other newspapers like that in your region. Their business page carries a number of turnaround events throughout the company along with web sites by the large accounting firms and graduate business colleges such as Wharton. Turnaround time means change time: new people, new products, new services, and new sales potential for you.

Customers will be positively shocked with your due diligence and fact-finding mission you accomplished with them. When you contact your prospects and on the first conversation you leave them with impression you know their situation very well — you care to help, and you can add value to them, trust me when I say you are much closer to signing a deal than anybody else.

After discovering trigger events, the next steps are to develop the customer’s perception of your unique value. What can you do for them? How your solution can actually create value to them?

Trigger events will give you the clue about the timing too.

More about Trigger Events here:

Selling in 21st Century

Hit or miss doesn’t work in selling

Get the book “Trigger Events”

Differentiate Prospects from Suspects is a post from: The Science and Art of Selling by Alen Mayer