One of the biggest challenges in sales is that people are unbelievably poor at creating a time-relevant, unique value proposition that makes a prospect ask how they do what they do. What is Trigger Event Selling, and how does it solve the value proposition issue? What are some of the circumstances that trigger a prospect to make a decision? What model does our guest use to multiply his impact without multiplying his time?
On this episode, Canada’s #1 Sales Expert, Craig Elias shares insights on these questions.
"You can get lucky by being reactive, but you can be extraordinarily successful by being proactive." -Craig Elias
3 Things We Learned
The two types of customers
Customers are either happy with what they have and see no reason to change or they are searching for alternatives because they are unhappy with what they have. There’s also a gap in between where they know there’s a problem and they don’t know how to fix it. The person who picks up the phone in that space gets the client.
How the conversation on personas misses the point
Even if you get really granular and specific with the niche, a buyer persona isn’t enough to trigger a sale. The situational criteria is what matters, it’s all about what’s happening in their business right now.
How Craig multiplies his impact
Instead of delivering your IP yourself, allow other people to deliver your IP and they pay you a licensing fee. Create the content and find the people with the context (industry knowledge) and contacts to pay you a fee.
Salespeople have the highly challenging job of getting someone’s attention and interest in less than 10 seconds. With such a small window, it’s not about buyer personas, technology, or tactics; it’s about timing and situational accuracy. You have to know what makes a decision-maker unhappy with the status quo - whether its raised expectations or lower performance of what they have. In order to trigger the sale, you have to be available with the value proposition that’s relevant to what their business is facing. Anything else will fall short.
Craig is the creator of Trigger Event Selling™, and the Chief Catalyst of SHiFT Selling, Inc. For almost 20 years, Craig used Trigger Event strategies to become a top sales performer at EVERY company that has hired him. For more information or to get in touch, go to https://www.linkedin.com/in/craigelias.