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

One of the biggest challenges in sales is to get your foot in the door and have that first meeting.

To make that challenge less daunting I have partnered with Jill Konrath and three other thought leaders on the teleseminar series Get Your Foot In The Door, that starts this Thursday.

The Get Your Foot In The Door series brings together the following thought leaders:

• Selling to Big Companies expert Jill Konrath
• Cold calling expert Leslie Buterin
• Trigger Event expert Craig Elias
• Lead Generation expert Marguerite McLeod-Fleming
• Communications expert Mark Bowden

Sign up for each teleseminar individually. Or, for the best value, sign up for the entire series. All programs are recorded, so if you miss the event or want to listen to it again, you’ll be able to. You’ll be sent a link to download the audio after the session.

Individual teleseminars are $79

Save $117 by registering for all 4 Get Your Foot In The Door teleseminars

As a strong supporter of Jill’s work, and a speaker in the series, I am giving away 1 hour of my Trigger Event expertise to everyone who registers for the Get Your Foot In The Door series via the link Jill has created for me.

See all the details here.

Have an eventful week!

Craig