This blog post is about three things:

• My Trigger Event Sellingâ„¢ session at the Sales 2.0 Conference in Boston on June 28^th
• The upcoming book launch for the Trigger Event Sellingâ„¢ book SHiFT!
• A three-part,  no-charge, webinar series on how to harness Trigger Events to turn prospects into customers

Boston

I will be speaking at the Sales 2.0 Conference East on June 28^th in the Renaissance Boston Waterfront Hotel.

I speak from 3:15 to 4:15 on how to Find Hidden Opportunities & Shorten Sales Cycles by Harnessing Triggers Events.

During that session I will:

1. Detail some of my latest Trigger Event Sellingâ„¢ strategies
2. Provide information on a number of creative Trigger Event alert options
3. Give away 80 copies of the preview version of my upcoming Trigger Event Sellingâ„¢ book SHiFT! Harness The Trigger Events That TURN PROSPECTS INTO CUSTOMERS
4. Share information of my upcoming three-part,  no-charge, webinar series with Tibor Shanto, the co-author of my book.

Call or text my cell phone number (+1.403.874.2998) if you are attending the Sales 2.0 Conference and would like to connect in person at the conference.

Book Launch

Now that my Trigger Event book SHiFT! has gone through the final approval processes with the publisher and the logistics company, it should be added to all the major online and offline book stores by late August or early September.

With endorsements from Steven M.R. Covey, Keith Ferrazzi, Dr. Ivan Misner, Gerhard Gschwandtner, Tim Draper we look forward to helping forward thinking sales and marketing professionals grow sales faster by harnessing Trigger Events to get in front of highly motivated decision makers at EXACTLY the right time.

Not wanting to wait until September to launch the book, 80 copies of the preview version of the book will be available to participants of the Trigger Event session at the Sales 2.0 Conference in Boston and the first five people who call and share a success story about how they used Trigger Events to close a big sale. If you get my voice mail be sure to leave a message.

Three Part Webinar Series

On Tuesday July 13^th Tibor Shanto and I will be delivering the first of three webinars (one each on the three major types of Business-To-Business Trigger Events).

The first webinar “Exploiting Untapped Opportunities: 3 Strategies for Using Executive Sales Triggers” will share insights into the many Business-To-Business sales opportunities created by a single executive change and discuss unique strategies to gain an unfair advantage over your competition when executive changes happen.

Each one-hour webinar starts at 1:00PM Eastern / 10:00AM Pacific on the 2nd Tuesday of every month – July 13^th, August 10^th, September 14^th.

Stay tuned for registration links for the other two on webinars.

Have an Eventful week!

Craig

After spending several weeks trying to make a certain forum system work with Windows Live Writer or ecto I finally gave up and had my technical expert Mark Edwards replace the forum system.

Thanks to Mark I can now use an offline blogging tool to generate blog posts while I am offline, publish them once I get back online, AND have a forum system at the same time.

David’s comment back on October 9th is very valid. David is talking about when a customer has an internal crisis and moves beyond the Window of Dissatisfaction and into the buying mode of Searching For Alternatives.

• Window of Dissatisfaction: A Window of Dissatisfaction occurs after a buyer experiences an initial Trigger Event and realizes that their current solution no longer meets their needs but before they start the process of searching for alternative solutions.
• Searching for Alternatives: Searching for Alternatives is when a buyer experiences a series of Trigger Events and now realizes that their current solution no longer meets their needs and is actively searching for alternative solutions

The table below describes the differences in the types of customers you get depending on which buying mode they are in when you get to them.

David is partly correct when he says getting to customers who have experienced a Trigger-Event results in more demanding customers.

The secret to leveraging Trigger Events is to get to buyers right after their first Trigger Event – The one that shifts them from Status Quo into the Window of Dissatisfaction. If you miss the Window of Dissatisfaction buyers very often experience a second Trigger Event or a series of additional Trigger Events and now they enter the buying mode of Searching for Alternatives and they are much more likely to become the kind of demanding customers David refers to.

Trigger Resources To Consider

“How To Strategically Use The News To Identify & Create New Business Opportunities”

Please contact me when you have any ideas, resources, or success stories about leveraging ‘Trigger Events‘ – aka selling triggers – that you want to share.

Have an eventful week!

Craig