Advanced Triggers – A Proactive Approach to Client

Acquisition

• Quick Look Back• Triggering not Triggered• Proactive vs. Reactive• Triggering Action• Examples

Triggers

Tibor Shanto

• B2B New Business Acquisition

• Helping companies and individuals succeed and sell better by delivering results rather than just completing tasks

Focus on Execution:

Everything else is just Talk!

• Joe Sugarman – Triggers (1978)• Compelling Events

- Proactive

- Reactive

Triggers 101

Trigger Cause that leads to EffectMore specifically a reaction or response

Trigger Cause that leads to EffectMore specifically a reaction or response

SLIDE :6

Buyers have a process. Knowing

that process and then manipulating it is key.

From The Book: 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

• Basic – Entry Level Triggers

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

360 Degree Deal View

Important Fundamental

• But now that you have Mastered the Basics

SLIDE :10

New Business Acquisition

• Hunting• Pareto Principle > Shanto Principle• Proactive vs. Reactive

Everything New is Old, Again

• Compelling Events Trigger Events- Reactive

Challenge

• Events defined by time and place • Reactive in Nature• Everyone finds out at the same time

– New Financing– Executive Change– Regulatory– M&A

• Reverts to a question of who is fastest, smartest, and/or better prepared, or - luckiest

How Long Can You Wait?

SLIDE :14

There is no Sales Metric for Waiting!!

Triggers vs. Trigger Events

Triggered Responses

• No matter what it is still a people game• Neuroscience

Busted Half Truths and Perpetuated Myths!• “People buy on emotion and then rationalize it”

Well Not Exactly!• Neuromarketing: Understanding the Buy Buttons in Your

Customer's Brain; Patrick Renvoise, Christophe Morin

Old Brain

New Brain

The 6 Stimuli that always Trigger a response

• Self-Centered• Contrast• Tangible• Beginning and End• Visual• Emotion

SLIDE :18

There is a Sales Metric for Initiating a Sale

Proactive Prospecting

Neuromarketing: Understanding the Buy Buttons in Your Customer's Brain; P. Renvoise, C. Morin

Current Framework – A Different View

Reactive

Proactive

80%

20%

Ins ightSystem

Knowledge

Sale 2.0Information

Ready/WillingUnderstand

Execute

Minnow Perch Shark

•Explore•EngageE •Define

•DiscoveryD•Game-Plan

•Gain G EXECUTE!E

Events and the Process

TE

Reactive

Buying Process

Selling Process

Conventional Wisdom

Status Quo

65% Nil

20% High

In Play 15% low

Buyers’ Modes % of Market Close %

Not Happy

Not Looking

Redefining Status Quo

• Old School: Perception is Happy with the state of things – closed to alternatives

• Reality: Yet to perceive a solution to their requirement

SLIDE :22

Proactive Approach

• What if you can trigger the same or similar reaction that the event you wait for would?

• Not motivated by events – motivated by solution

Didn’t Experience an event

They Experienced a Shanto

SLIDE :23

360 Degree Deal View

With A Little Bit of Work?

Status Quo

65% Nil

20% High

In Play 15% low

Buyers’ Modes % of Market Close %

Not Happy

Not Looking

X 10% = 6.5%

X 30% = 6%

X 40% = 6%

•Explore•EngageE •Define

•DiscoveryD•Game-Plan

•Gain G EXECUTE!E

Triggering The Process

TEThe Buying Process

Reactive

Proactive

The Selling Process

TriggerEStatus

Quo

Example One

• Volvo Trucks:• 2004 Pick Of The Litter Runner Up -

http://www.accountplanningawards.com/#• 8 out of 10 would have classified as SQ > Nurture

or – entered into a price driven discussion

Example Two

• Office Supply CFO• “What does it take for you to get a pencil in your hand”

• Cost Take Out• Productivity• Efficiency• Managed Services• Competitive Edge!

Example Three

Actual PlannedPossibilities

85/15 75/25 Why Gap

Establish Rekindle Explore

Selling to the Gap

Take Away and Action Items

• Understand your targets• Profile your targets

InsideView

Social Media

Social Networks

Real World• Immerse in their world• Understand what they react to• Give them a reason to react• Execute

SLIDE :29

The Real Question!

SLIDE :30

Reactive

The Real Question!

SLIDE :31

Proactive

Tibor Shanto

www.SellBetter.ca

What’s in Your Pipeline?

Thank you!

Questions!?!

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

| SLIDE :35

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

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