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I first heard the term trigger events from Jill Konrath, author of Selling to Big Companies and Snap Selling. Jill writes about trigger events in her books and says that when you focus on trigger events you can "literally pull sales out of thin air."
What's a trigger event? It's anytime a company is going through a change or a new strategic initiative, or any event that triggers decision makers to have a need for your products or services. Trigger events are all around us, new product launches, company mergers, changes in management, product safety issues, trade show participation, awareness campaigns, new employee recruitment and that's just to name a few.
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Rosalie Marcus
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Speaker, author and sales coach Rosalie Marcus, The Promo Biz Coach provides proven tools, tips and strategies for selling smarter, working less and making more!
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