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.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

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

Background

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

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

Val

ue

Valu

e

Your ValueCurrent Supplier’s ValueThe Nearest Competitors Value

StatusQuo

Window of Dissatisfaction™

SearchingAlternatives

Valu

e

Perceived Values

Timing and Selling

Higher Close Ratio

Higher Prices

Lower Close Ratio

Lower Prices

Window of Dissatisfaction™

SearchingAlternatives

Valu

e Valu

e

Reference

Timing and Selling

Core Peripheral

Loyal

80% of Profit

Referrals

Disloyal

80% of Headaches20% of Headaches

20% of Profit

Window of Dissatisfaction™

SearchingAlternatives

• 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

How Triggers Unfold

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

avoid

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

Poll

• 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

Carol

Domino Effect

ExecutiveChange

John

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

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