Boosting sales is just one key to boosting cash flow, and it requires having the right people who know what they’re doing. You may have the people, but are they good conversationalists?
Author and columnist Geoffrey James spells out what kind of approach will work best for trying to start a conversation that’ll end up with a sale. He says the key is to focus on “trigger events.”
Trigger events are changes that your customer is facing right now. A good salesperson can identify those trigger events and create a reasonable link between the event and what you’re offering. The more logical that link, the more likely you’ll have a great conversation on your hands.
What types of trigger events?
James suggests keeping a look out for these 16 trigger events. Watch out if a company has:
- opened a new factory or facility
- moved to an existing facility to a new location
- hired a new executive
- lost an existing executive
- announced a layoff
- announced an expansion
- acquired a new major customer
- lost a major customer
- launched a new product line
- retired an existing product line
- updated a major existing product
- acquired another company
- was acquired by another company
- announced a restructuring
- announced a new round of financing
- announced a change in ownership.
The best way to find out about this check the press/newsroom section of your lead’s website or follow their social media.
