Social Selling - Trigger Events for sales

transcript

Triggers 101Events

Tibor Shanto

bit.ly/Renbor-SSU

Tibor Shanto• Principal – Renbor Sales

Solutions Inc.• B2B New Business Acquisition• Focus on Execution• Helping companies and

individuals succeed and sell better by delivering results rather than just completing tasks.

(800) 661-8760

Tibor.Shanto@SellBetter.ca

www.SellBetter.ca

www.twitter.com/renbor

Youtube.com/Sellbetter

“The two most important requirements for major success are: first, being in the right place at the right time,

and second, doing something about it.” Ray Kroc, Founding CEO, McDonalds

• Today is first of two• Background• What are Triggers• Triggers – 101 – Events• Actioning Events

Triggers

• Trigger – Cause that leads to Effect, more specifically a reaction or response

Background

School

Background

• Joe Sugarman – Direct Marketing pioneer

"Direct Marketing Man of the Year" in 1979• Discovered “Triggers”

Triggers in Sales

• Basic – Entry Level Triggers

Trigger Events

Buying Modes

StatusQuo

Window of Dissatisfaction™

SearchingAlternatives

Happy with Status Quo

Not Searching For Alternatives

Unhappy with Status Quo

Not Searching For Alternatives

Unhappy with Status Quo

Searching For Alternatives

Timing and Value

Your ValueCurrent Supplier’s ValueThe Nearest Competitors Value

StatusQuo

Perceived Values

Timing and Selling

Higher Close Ratio

Higher Prices

Lower Close Ratio

Lower Prices

e Valu

Reference

Timing and Selling

Core Peripheral

80% of Profit

Referrals

Disloyal

80% of Headaches20% of Headaches

20% of Profit

• So, what takes someone who is in Status Quo on Monday into the Window of Dissatisfaction™ on Tuesday?

• The answer is simple: They experienced an Event that Triggers their Dissatisfaction.

Actual Experience no longer exceeds Expectations

Happy and not looking –

Unhappy but not yet looking

Trigger Event

• Status Quo is your

competition• Action Follows Action –

Inaction Follows Inaction• Perception is Reality

Trigger Event

Altered Perception

1. Bad Experiences

Products, people, providers

2. Change / Transition

People, places, priorities

3. Awareness

Legal, risk avoidance, economics

Trigger Events

How Triggers Unfold

• Take steps today to be the first person a decision maker calls when they experience a Trigger Event?

Leveraging Trigger Events

• Lost DealTells us what to avoid

Reduces risk – slightly

Improves Timing

Accelerates Cycle

Leveraging Experience

• Won Deals Tells us what to look

for, move towards

Increases Results–

Reduces time to deal – measurably

Improves Timing

• No Decision Tells us who/what to

Improves Time Allocation

Improves Timing

Increases Results

Greatest opportunity for ROE

• Who you want to focus on – Customer demographics – Size of the business– Title and background of the decision-maker

• Identify the people you want to build a relationship with at similar companies—before they experience a Trigger Event—

• Be well-positioned to become the first person they reach out to when they do

• Achieve status of Go To Person (Emotional Favorite).

Your ROI

• Are you currently tracking:– Executive movement– Corporate events– Market thresholds– All of above– Other

Example: CFO

• New CFO’s will make a measurable change to their existing office supply contract sometime between day 91 – 180 on the job

• Set Triggers

Sources

Example: CFO Changes

• New CFO’s will make a measurable change to their existing office supply contract sometime between day 91 – 180 on the job

• Set Triggers• What are they doing first 90 days?

The Big Question

• How can you avoid drinking from a fire hose?

Challenges

• Information Overload• Lack of Completeness• Lack of Actionability• Lack of Relevance• Lag time• Lost Productivity

Sales Focused Tools

Domino Effect

ExecutiveChange

Opportunity #1

Opportunity #2

Opportunity #3Tim?

Opportunity #4

Example

• Standard Referrals don’t work• You need to connect with people who are: “In The

Know” when a decision maker experiences• People who are in a position to put you in front of

someone who has or about to experience a Trigger Event

Referrals 2.0

SLIDE :36

Referral Network 2.0

• Planning• Time Allocation

– For example (not a recommendation):• 50% - Window of Dissatisfaction• 35% - Status Quo• 15% - Searching For Alternatives

• Increasing Velocity

Leveraging Trigger Event

SLIDE :39

Join us April 21, at 1:00 pm Easternfor the second webinar in the series:

Advanced Triggers – A Proactive Approach to Client

Acquisition

What’s in Your Pipeline?

Thank you!

Tibor ShantoRenbor Sales Solutions Inc.

Phone:+1 416 822-7781E-mail: Tibor.Shanto@sellbetter.caBlog: www.sellbetter.ca/blogtwitter.com/renbor

bit.ly/Renbor-SSU

What’s in Your Pipeline?

Thank you!

bit.ly/Renbor-SSU

Questions!?!

| SLIDE :42

Social Selling University is not like social media courses which are typically designed for marketing departments. Social selling is a series of content that

is being developed around how social media can be used to identify new opportunities and engage customers/prospects in social networks they spend the most time in. LinkedIn, Twitter, blogs and other social networks are filled

with people asking for advice on products and looking to engage with friends, peers and experts to make intelligent buying decisions. This is where the opportunities are being created and sales people need to be part of those

conversations.###

Social Selling University is brought to you by InsideView a Sales 2.0 leader, bringing intelligence gained from social media and traditional editorial sources

to the enterprise to increase sales productivity and velocity. We were founded in 2005 by pioneers of the SaaS, CRM and Content industries to

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