In my last post, The #2 Way to Sell More by Using Social Media, I shared three ways to sell more by using LinkedIn. Jos Willard added a fourth way and received the most votes for his answer to my question “How else can you use LinkedIn to create or harness relationships to sell more?” For his efforts Jos won $2,000 worth of Trigger Event coaching, training, or advice.

For a while now I have been sharing, with my customers, ways to generate leads by using Trigger Events in their marketing efforts – aka Trigger Event Marketing™. Doing so allows them to harness the Selective Perception that is created when people experience the Trigger Events that turn them into highly motivated buyers.

Here is an excellent example of Trigger Event Marketing™, that I recently noticed on the home page for TD Canada Trust. It is based on the knowledge that getting pregnant triggers couples to want a house, which leads to needing a mortgage. The event of getting pregnant typically triggers a number other purchases besides houses and mortgages – Cars, life insurance, and finally getting around to doing a will.

If you want to do the same thing for your own business all you have to do is conduct a Won Sales Analysis™ the next few times you win a new customer. Doing so will allow you to identify the Trigger Events that motivate buyers to want what you sell. Once you know what the best Trigger Events are for your product or service, all you need to do is apply what you learn to your marketing efforts. When you do, your marketing will jump off the page because it’s resonates with the reader and you are highly likely to generate leads that result in core, loyal, customers, who will represent 80% of your profit and only 20% of your headaches.

If you want to learn more about Trigger Event Marketing I have a Facebook page that shares the resources and examples I come across. I invite you to become a fan of the page and post any examples you come across. I also invite you to call me (+1.403.874.2998) or Skype me (Craig.Elias) if you want to spend 15-20 minutes brainstorming ideas on how to make Trigger Event Marketing work for you.

Next Tuesday I’ll post the #1 way to sell more by using social media. Take a look at numbers 2 through 7 and see if you can guess what it is.

Have an eventful week!

Craig

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The Winner!

Congratulations to Camille Bentkowski who got the most votes for his answer to my question about the #7 mistake sales people make. By getting the most votes for his answer Camille won $1,500 worth of Trigger Event Selling services.

Trigger Event Statistics

Get access to data on the impact that Trigger Events have on buying patterns and sales by participating in Aberdeen’s Trigger Marketing – Timing IS EVERYTHING benchmark study.

Next Week

Next week I will post the #6 mistake that sales people make and provide readers a chance to win $1,500 worth of Trigger Event services by answering a question related to that mistake and getting the most votes for their answer.

Have an eventful week!

Craig

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Have you ever noticed that as soon as you buy a new car you see it all over the road?

When women get pregnant, suddenly they start seeing other pregnant women everywhere. When couples give birth of to their first child, they stop noticing pregnant women and now start seeing babies around every corner. This is called selective perception. We tend to see the things that reinforce what we believe, or the things we can relate to. The rest we usually disregard.

The Trigger Events we experience change what we see. Every time we experience a Trigger Event a new version of selective perception is created. We begin to notice things that were always there. We just did not ‘see’ them.

Why is this important? By focusing your marketing on those who recently experienced a Trigger Event ( aka Trigger Event Marketing) you can use the words, visuals, or scenarios, that are highly likely to resonate with them. In sales, that means saying the words that will capture your prospects attention. In marketing, that means using the words or visuals that will make your advertising jump out of the page and get noticed by those readers who recently experience a Trigger Event and are most likely to become your customers.

The next time you are crafting a message, harness the power of Trigger Event Marketing to focus on the audience that recently experienced a Trigger Event. Remember to use a call to action so that when they see it, they will take that most important step to becoming your customer – phoning you.

Other Trigger Event Resources to Consider

I scour the Internet searching for ideas, resources, articles, and success stories about leveraging Trigger Events to outsell the competition. This time I want to share with you an article by Frank Filippo, of Dow Jones’ Factiva SalesWorks, called Sales Triggers for Advantage. In his article Frank shares his thoughts on the different types of Trigger Events you can find in the news.

I encourage you to get together with others and brainstorm on ways to capitalize on Trigger Events to outsell your competition. Contact me when you have ideas, resources, or success stories about leveraging Trigger Events that you want to share with the over 2,000 entrepreneurs, business leaders, and sales and marketing professionals who subscribe to this blog.

Have an eventful week!

Craig

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1. Four Ways To Sell More Using LinkedIn In my last post, The #2 Way to Sell More...

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