In my last post I shone a light on the fact that to prospect you need to have a good prospect list.
In this post, I want to tell you about something that boosts prospecting results: trigger events. A “trigger event” is when something changes in your prospect’s world.
Change is good for you when you’re selling as when something changes in your prospect’s world, it often creates a need. Sometimes that need is something your product can address and hence a sales opportunity is created.
Two flavors
Trigger events come in two “flavors”: “observable” and “unobservable” (I made up these labels in case you prefer different ones–I won’t be offended). That is those that are observable from outside the company (i.e. public) and those that are not.
Observable Trigger Events
Examples of “observable” trigger events are events like senior management changes (like a new CEO), some merger or acquisition activity, company growth or new funding