10 Trigger Events To Pay Attention To In Sales

As a savvy sales professional, you're always on the lookout for opportunities to connect with potential clients and close more deals. But in today's competitive landscape, it's not enough to simply wait for leads to come to you. That's where trigger events come in – those unexpected moments that create a window of opportunity for you to swoop in and demonstrate your value.

Picture this: You're scrolling through your LinkedIn feed when you spot an announcement about a major company shakeup. The CEO is stepping down, and a new leader is taking the reins. While others might scroll past, you recognize this as a prime trigger event.

Why? Because new leadership often means new priorities, new strategies, and a willingness to explore fresh solutions. It's the perfect time to reach out and offer your expertise.

But here's the thing – not all trigger events are as obvious as a high-profile leadership change. Some are more subtle, like a company expanding into a new market or a shift in industry regulations. The key is to train yourself to recognize these hidden gems.

I'll never forget the time I landed a massive deal thanks to a trigger event most people would have overlooked. I was at a conference, chatting with an old colleague, when she mentioned her company was struggling with employee turnover. Ding ding ding – trigger event alert!

I knew my company's employee engagement software could help, so I set up a meeting with their HR director. Long story short, we ended up signing a multi-year contract all because I was attuned to that subtle cue.

So, how can you sharpen your trigger event radar? Start by immersing yourself in your target industry. Read trade publications, attend conferences, and keep an ear to the ground for any rumblings of change.

"Hi ,

Just reaching out to congratulat you on the product launch. Hope you are starting to see the returns already. The reason I am reaching out to you is, I was wondering if you have this issue as a problem in your organization.

If you do I'd like to humbly ask for 5 to 15 mins of your time maybe sometime within the next 3 weeks? I'd greatly appreciate the opportunity to give you a very breif demo of how we can help you.

If it is at all possible let me know. By the way, as for a quick date, I have 12 and 2pm open (3 weeks from the date of this email) on the .......th day and month.

Looking forward to it. Thanks in advance."

See how that's more compelling than a bland "Just checking in" email?

The key with trigger events is to act fast. You don't want to be the last sales rep in line, vying for attention. As soon as you identify an opportunity, start crafting your outreach strategy.

That might mean setting up a Google Alert for key phrases, like "new CEO" or "product launch." Or it could mean tasking your SDRs with combing through LinkedIn for any company changes or updates.

The goal is to be first in line, ready to offer value and start building a relationship.

Of course, recognizing a trigger event is just the beginning. To turn that initial outreach into a closed deal, you need to continue nurturing the relationship and demonstrating your value.

That means staying engaged, providing helpful resources, and positioning yourself as a trusted advisor. It means listening more than you talk and tailoring your approach to the company's unique needs and challenges.

Trigger events are like a secret weapon. They give you the power to be proactive, strategic, and laser-focused on the opportunities that matter most.

So, start honing your trigger event radar today. Train yourself to look beyond the obvious and unearth those hidden gems. Because when you do, you'll be unstoppable.