This blog post is about three things:

1. Smarketing Strategy #5
2. Resistance Free Selling
3. Sales 2.0 and Social Media

In my last blog post I shared Smarketing Strategy #4 : How to put your content where the best prospects go. If you did not have time to read it, below is a short video (0:25) that explains this ‘Here vs. There’ problem and here is a visual that also explains it.

Smarketing Strategy #5 – using the Situation, Target, Plan (STP) framework - is to convert visitors to prospects and then connect with them.

I’m a big fan of using forms on a web site to convert visitors to prospect and I am a big believer of MIT’s lead follow up research - which demonstrates that you are 100X 100 times more likely to reach the person who filled in a form when you follow up in 5 minutes versus 30 minutes.

The report has some other enlightening information and can be downloaded from InsideSales.com. So if you are going to follow up on web leads do so as fast as possible.

I firmly believe that the statistics of those who fill in forms are similar to those who register for webinars. Patrick Cahill writes in an article “How to Pinpoint Real Sales Opportunities with Your Webinars”

People who register for events fall into four categories: immediate opportunities (5%) and short-term leads (20%), long-term leads (50%), and perfectly nice people who will never buy related services (25%).

The challenge is to ask questions that help you figure which group is which without pissing any of them off by being too aggressive.

So when I phone those who complete a form on my web site I always introduce myself (to make sure they know who I am) and the ask for permission to ask three quick questions   …  ”I’m Craig Elias, the Trigger Event Selling™ guy whose information you just filled in a form to download. Can I ask for two minutes of your time to ask three quick questions?”

What are the three best questions to ask?

The best way to answer that question is to start first by asking – What are the most important things to learn?

For me the three most important things I want to learn about those who fill in a form on my web site are:

1. Did they get the email, with the link to the resource the requested?
2. What made them fill in the form?
3. Is there a sales opportunity?

In today’s world of a million and one different spam filters you can never be sure that the email your systems automatically send out gets into the recipient’s inbox.

So, my first question is “Did you receive the email with the link to download the resource?”

Question #2
I am always curious what was it that they saw or heard that captured their attention and made them willing to provide their email address and phone number for in return for access to what is being offered.

So, my second question is “What resonated and made you say it was worth taking the time to complete the form ?”

Question #3
My last and perhaps most important questions is to learn which buying mode the person is in so I can learn if there is a pursuable sales opportunity. Knowing which buying mode someone is in is a key component to Trigger Event Qualifying™.

So my last questions is “What happened recently that made it more relevant or more important?”

If I learn they recently experienced a ‘Want’ Trigger Event and are in the Window of Dissatisfaction™ I ask permission to ask a few more questions so I can understand what problem they are trying to solve or what outcome they are trying to accomplish and then pursue the sale.

If I learn they recently experienced an ‘Afford’ Trigger Event and are already Searching For Alternatives  I ask permission to ask a few more questions so I can understand who they are already talking to and how I can position myself as the least risky alternative.

If I learn they have not recently experienced a Trigger Event and are in the buying mode of Status Quo  - and believe they have money, authority, and influence I start fostering a relationship while raising their expectations.

I use to ask the question where did you hear about this resource but I added that to my forms so I can focus on the what I think are the three most important questions when I get them on the phone.

Two weeks ago I had the pleasure of being one of the speakers on a webinar titled “4 Steps to RESISTANCE FREE SELLING” that was put on by iSellUK. Complete the form on the page to access the recording and download the handout.

One of the steps of Resistance Free Selling is selling to those who can afford your services so I went looking for list of companies that who were most likely to afford new services.

During  my search I learned that Silvia Quintanilla of Industry Gems had almost 80 lists of top companies who are highly likely to afford your services. The collection of lists includes:

• Top Banks
• Top Insurers
• Top Hospitals
• Top Manufacturers
• Top Private Companies
• Top Public Companies
• And many more….

Click here to get your copy of The Companies Most Likely to Afford Your Services.

The next Sales 2.0 Conference is about how to leverage Social Media in your sales and marketing efforts.

It will be held in Santa Monica and features great thought leaders like Anneke Seley, Carlos Hidalgo, and Matt Heinz as well as sales and marketing executives from companies like IBM, Salesforce.com, RIM, and Frost & Sullivan.

I’ve had the luxury of attending and presenting at Sales 2.0 conferences in Boston and San Francisco and have always come away with new ways to make sales and marketing more effective and new relationships that help me stay informed of the latest sales and marketing ideas, resources, and success stories.

I would go but I’m travelling to London England to work with one of the world’s largest financial institutions.

Please let me know if you attend so I can call you the week after the event to talk about what you learned.

This blog post is about three things:

1. Smarketing strategy #2
2. How decision makers buy
3. How to shorten your sales cycle

The second step in my seven step Smarketing (Sales & Marketing Alignment) strategy is to understand what makes you win.

In my last blog post I shared Smarketing Strategy #1 – A simple method to identify who are your best prospects. If you did not have time to read this part of my last blog post below is a short video (1:43) that explains it.

Smarketing Strategy #2 – using the Situation, Target, Plan (STP) framework to align your sales and marketing efforts – is to analyze sales to your best customers so you understand what makes you win.

It’s what I call a Won Sales Analysisâ„¢  - aka Trigger Event Analysisâ„¢. Every time you make a sale to a new customer where you get a customer with 3 or more check marks next to them, from Smarketing Strategy #1, you want to ask decision makers the following four questions:

1. What event or events led up to this purchase?
2. When did they happen?
3. What made you choose us?
4. How can we make it easier to become our customer?

Answers to these questions will tell you:

• The events that let them afford to buy from you (which starts them Searching for Alternatives) and the events that helped them to justify their purchase (which allowed them to make the purchase).
• The events that made them want to change (which initially put them into the Window of Dissatisfactionâ„¢)
• What made them choose you over your competition (which tells you the real value they get out of being your customer)
• What you can do to make it easier to become your customer (which tells you how to make it easier for prospects to find you, learn the value of being your customer, and make the purchase)

You can use this information to target and reach the best prospects and help them define the problem, design the solution, and start developing a relationship before your competition even knows there is an opportunity.

Here is a link to download the Won Sales Analysisâ„¢ template and instructions.

I recently came across a report “Mapping the Technology Buyer’s Journey”.

For me some of the most interesting things from the report are:

• How decision makers become aware of new solutions
• How decision makers are most active in seeking out new solutions
• How traditional marketing methods are by far the most effective way to reach decision makers

While the research focuses on those who purchase technology I think the results are indicative of what happens in every industry.

Here is a link where you can access the webinar, survey responses, and analysis by Kevin Kerner of Mason Zimlber – a Harte-Hanks company

I am a big fan of selling to executives (Those with money, the authority to spend it, and influence – have friends just like them: also have money, authority, and influence).

I recently read – and commented on a blog post by Andrew Hunt on The Customer Collective that I think does an excellent job of explaining why selling to executives shortens your sales cycle.

Feel free to contact me if you have questions about ANY of the content above.

Have an eventful week!

Craig

This blog post is about three things:

• Smarketing strategy #1
• A new sales 2.0 tool called IKO-System
• Golden Sales Strategies of Top Performers

In my last blog post I talked about sharing a list of the top seven sales and marketing alignment (Smarketing) strategies and using a modified version of the Situation, Target, Plan (STP) process as a framework to help you and your team sell more by aligning it’s sales and marketing efforts.

This is my first of those blogs posts and it’s about understanding your current Situation – who are your best customers?

For me the first step in any sales and marketing alignment effort is to define who you want as customers.

I would argue that you want as customers those who purchases from you in the past where:

• The sales was relatively easy to make
• The customer is willing to be a reference
• You had a shorter than average sales cycle
• You encountered little or no price objection

These are the customers you want to replicate.

The easiest way to replicate them is to identify who they are and the way you do that is using this Window of Dissatisfaction™ worksheet to make a list of the new customers you’ve acquired in the last 12 months

Start with your newest customers (the ones you recently won) and work backward. If you have too many put on the worksheet, then pick the ones you think matter the most.

Once you’ve made that list, identify the ones where you had a shorter sales cycle by going down the list and putting a checkmark next to each of those customer names where you had a shorter than average sales cycle.

Next go down the list putting a checkmark next to each of those customers you feel were easy to sell to.

Next, put a check mark beside the ones where you encountered little or no price objection.

Finally, put a checkmark next to those you feel are more than willing to be a reference for you.

Now look at all the customers who have three or more check marks next to their name. In all likelihood they were in the Window of Dissatisfactionâ„¢ when you first connected with them.

A blank version of the Window of Dissatisfaction™ worksheet shown at the top of this page can be downloaded by completing the form found at the bottom of this page  http://www.shiftselling.com/window-of-dissatisfaction/

In my next blog post I will show you how to analyze the list of customers with three or more check marks so sales and marketing can work together to replicate these highly desirable customers.

A brand new sales 2.0 tool that I recently started using is called IKO-System – the brainchild of Nicolas Woirhaye.

I’m a huge fan of harnessing the Trigger Event of job changes (promotions within a company and moves to a new company) as opportunities to engage a decision maker in a conversation.

When a new decision maker is put in place there are several factors that make this one of the best times to reach out.

• They have been brought in to make change happen
• They want to make change happen fast
• They have little or no attachment to current solutions or vendors

There are two dynamics that make these the single best events to be notified of:

1. A decision maker has money (aka budget), the authority to spend it, and influence. As a result they seldom need to experience all three trigger events (want, afford, justify) before making a purchase
2. What I call the Domino Effect – A change in one decision maker leads to three opportunities:

• The person who left – where did they go?
• The person who left – who took their place?
• The person who took their place – where did they come from?

I’m a big fan of LinkedIn because I can use it to learn when any of my 1^st degree connection change jobs. I’m also a big fan of using Gist because it allows me to learn more about my LinkedIn connections so I can establish rapport and have a conversation that is more relevant to them.

The only challenge with using LinkedIn is that I can only see these job changes for my 1^st degree connections – today about 10,700 connections. What IKO-System allows me to do is see all the job changes in my 2^nd degree connections – today that’s over 4 million people.

With about 3% of people changing jobs every month I now have access to over 120,000 job change notifications every month and with each job change creating 3 opporutnities I just found myself 360,000 different people I can call to see if what I sell is now more important, more relevant, or more affordable.

Now all I have to do is put in place my secret 3 step process to engage these individuals in a conversation. If you want to know what this secret 3 step process is you’ll have to phone me (+1.403.874.2998) because right now I don’t have time to write about it and I only want to share it with those who will take the initiative to call and learn how it works.

P.S. If you want to learn more about Gist see the recording of the webinar I did with THE networking guru -Keith Ferrazzi – and the founder and CEO of GIST – T.A. McCann.

The recording and handout from my webinar with Art Sobczak are now available for downloading.

This is one of my all time favorite webinars. Art Sobczak and I share a specialized form of cold calling (what Art calls Smartcalling) strategies that get the attention of decision makers.

We share unique and compelling cold calling strategies and then, using Onesource’s iSell, product we look at real-time Trigger Events that happened during the webinar and show how you could use these real time Trigger Events to reach decision makers.

Have an eventful week!

Craig

Congratulations to Richard Goddey. He won $1,500 worth of Trigger Event Selling™, services by getting the most votes for his answer to April’s question about how you can use TweetDeck to sell more.

My apologies for taking not announcing April’s winner sooner. I took a 6 week hiatus from blogging to complete the manuscript for my upcoming book with Tibor Shanto “SHiFT! Harness The Trigger Events That TURN PROSPECTS INTO CUSTOMERS.”

Now the book has been completed and I have reached #1 of the top seven ways to sell more by using social media, next week I will begin counting down the top seven Sales 2.0 tools – from a Trigger Event Selling perspective.

In the fast few weeks I have fielded a number of questions about Trigger Event Marketing^™ – how to market using knowledge of Trigger Events.

Here are three resources that I recommend:

1. The Trigger Event Marketingâ„¢ page on Facebook that has some excellent examples and resources
2. Pulling the Trigger on Trigger Marketing: Best Buy and Discover Show How it’s Done – by Jeff Zabin
3. Keys to Trigger Based Email Marketing™ by Michael Thompson

Speaking of marketing, I am giving way eight tickets to The Art of Marketing in Calgary on June 14th.  Complete the form found at http://www.shiftselling.com/events/art-of-marketing/ for your chance to win one of two pairs of tickets or one of the four individual tickets.

Next Tuesday I’ll start my list of the top Sales 2.0 tools and give away $1,500 to the person who gets the most votes for their answer to the question “How can you use the #7 Sales 2.0 sales tool to sell more?”

Until then   …   good luck have an eventful week!

Craig

Congratulations to Richard Goddey. He won $1,500 worth of Trigger Event Selling^™ services by getting the most votes for his answer to April’s question about how you can use TweetDeck to sell more.

My apologies for taking not announcing April’s winner sooner. I took a 6 week hiatus from blogging to complete the manuscript for my upcoming book with Tibor Shanto – SHiFT! Harness The Trigger Events That TURN PROSPECTS INTO CUSTOMERS.

Now the book has been completed and I have reached #1 of the top seven ways to sell more by using social media, next week I will begin counting down the top seven Sales 2.0 tools – from a Trigger Event Selling perspective.

In the fast few weeks I have fielded a number of questions about Trigger Event Marketing^™ – how to market using knowledge of Trigger Events.

Here are three resources that I recommend:

1. The Trigger Event Marketing™ page on Facebook that has some excellent examples and resources
2. Pulling the Trigger on Trigger Marketing: Best Buy and Discover Show How it’s Done – by Jeff Zabin
3. Keys to Trigger Based Email Marketing – by Michael Thompson

Speaking of marketing, I am giving way eight tickets to The Art of Marketing in Calgary on June 14th.  Complete the form found at http://www.shiftselling.com/events/art-of-marketing/ for your chance to win one of two pairs of tickets or one of the four individual tickets.

Next Tuesday I’ll start my list of the top Sales 2.0 tools and give away $1,500 to the person who gets the most votes for their answer to the question “How can you use the #7 Sales 2.0 sales tool to sell more?”

Until then   …   good luck have an eventful week!

Craig

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 Marketingâ„¢. 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 Marketingâ„¢, 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 Analysisâ„¢ 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

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

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