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

Trends, Triggers, & Tools

How to Use Trigger Events in Sales & Marketing to

GET MORE PROFITABLE CUSTOMERS

Ivana Taylor Craig Elias Esther LaVielle

Trend Confluence

Listening

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.)

Timing

Real Time Tech

Photograph by EwanNicholson.ca

[email protected]

+1.403.874.2998

Craig Elias

Trigger Event Selling Book

Steven M.R. Covey“… 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.”

Keith Ferrazzi“By combining the power of relationships with timing – what Elias and Shanto call “Trigger Events” – the authors present a powerful sales strategy…”

Ivan Misner“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!”

Gerhard Gschwandtner“This process is destined to expand the traditional division of the sales team into hunters and farmers by adding a new category: the trapper.”

Top SalesBooks of 2010

© Craig Elias 2002 - 2011

Silver Bullet in Sales & Marketing

Getting in front of the right personat EXACTLY the right time!


Timing & Status Quo

StatusQuo

Timing & Want Trigger Events

Want

0%


Window of Dissatisfaction™

© COPYRIGHT Craig Elias 2002 - 2011

Want Trigger Event

A Want Trigger Event ...

Selective Perception

StatusQuo

Timing & Close Ratios

Window ofDissatisfaction™75%*


* InnerSell Survey of over 200 sales executives and sales people, 2003

Timing and the Best Customers

• Loyal• Profitable• Testimonials & Referrals

StatusQuo

Timing & Afford Trigger Events

Window ofDissatisfaction™

Afford


© COPYRIGHT Craig Elias 2002 – 2011

Searching For Alternatives

Afford Trigger Event

Timing & Close Ratios

16%**

StatusQuo


Searching for

Alternatives

**Aberdeeen Research: Lead Lifecycle Management: Building a Pipeline that Never Leaks, 2009


• Less than 10% said a vendor proactively contacted them

How was your first point of contact made?

The Opportunity

Searching for

Alternatives

StatusQuo

Timing & Justify Trigger Events


JustifyNEW Status

Quo


Justify Trigger Events

Sales & Marketing Alignment

Awareness

Interest

Desire

ActionNEW!

Status Quo

Searching forAlternatives


Status

Quo


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ikel

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Buy

Fro

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ou

An integrated sales & marketing approach results in

24% higher growth

Sirius Decisions “High Performance B2B Sales and Marketing: The Alignment Factor”

1: Choose the Best Prospects

• Money• Authority• Influence

1: Choose the Best Prospects

Analyze Your Best Customers

• List 10 most recently won customers

• 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 reference

Those with 3 or more checks are the ones you

want to duplicate


2: Find the Best Trigger Events

What we seedepends on what

we look for-John Lubbock

2: Find the Best Trigger Events

Won Sales Analysis™• Every time you win an ideal

customer

• 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


3: Content That JUMPS OUT!

3: Content That JUMPS OUT!

4: Here vs. There Problem

• What do they do• Where do they go• What do they read

• Did you get it?

• What resonated?

• What happened recently?

5: Convert & Connect!

6: Nurture

6: Nurture, Score,


6: Nurture, Score, Notify Sales

• Bounced email

• View justify assets

• Reach scoring threshold


7: Analyze New Wins

7: Analyze New Wins

Won Sales Analysis™• Are they an ideal customer

• Ask the primary decision maker the four big questions in

• Classify the opportunity using the check boxes and notes sections

• Search for patterns in:‒ Close ratio‒ Sales cycle‒ Lead source‒ Trigger Events


7: Improve

• Content

• Location

• Scoring

SmarketingFunnel.com

Convert via form

Alert Salesperson

ConnectNurtureScore

Drive toLanding Page

Analyze

Revise Scoring System

Revise Content & Placement


Example: Commercial Banking

Track Real-Time Chatter

WHY?Real-time feedback = Real time Results =

Real-Time Solutions & Sales Opportunities

Sort and Segment Comments

• Analytics

• Text Charts

Tag Clouds

http://discovertext.com

Index Social Media Text

• Import & archive data from multiple sources

• Put into a single, searchable, unified repository

CrowdSource – IdeaScale.com

Allows your audience to brainstorm and you to harness their ideas

Available online &as a mobile app

IdeaScale.com

Use Quick Engagement Polls

• Similar to IdeaScale• It’s a constantly running

survey• Collect feedback and use

results for content and product improvement

• Embed poll anywhere!

SurveySwipe & SurveyPocket

SAVE TREES!

Administer Field Surveys via iPad or other smart phone

devices!

1. SurveyPocket: Offline iPad Applicationhttp://bit.ly/SurveyPocket

2. SurveySwipe: Build your own online mobile community and interact with them with a built-in incentive program

http://bit.ly/SurveySwipe

Webinar Exclusive!

First 25!Double the length of an evaluation license

http://bit.ly/SurveyTrial800.326.5570

All AttendeesAsk and you’ll get the Trigger Event survey template

preprogrammed in your evaluation license to get started on finding your "silver bullet."

http://bit.ly/TriggerEventSurvey

Q & A

Craig Elias• +1.403.874.2998

• TriggerEventBlog.com

• [email protected]

• Linkedin.com/in/CraigElias

Ivana Taylor• +1.330.472.0981

• DIYMarketer.com


• LinkedIn.com/in/IvanaTaylor

Esther Rmah LaVielle• +1.206.850.0557

• SurveyAnalytics.com


• Linkedin.com/in/EstherRmah

Resources• TriggerBook.com

• DIYMarketers.com

• http://bit.ly/SurveyTrial

• WonSalesAnalysis.com

• TriggerEventScoring.com

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

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