Create Chaos, Change & Controversy! (...or at least chase after them)
Create Chaos, Change & Controversy! (...or at least chase after them)
There is always some event (or more often chain of events kicked off by some "trigger event") that inevitably leads to a purchase decision. Here's a three-step process for taking advantage of this phenomenon:
Even if you can't get out in front of every customer situation, you'll be training your brain. You'll be hugely alert to those critical trigger events. You'll be positioning yourself as someone who can help customers avoid pain. You'll be better equipped to handle whatever crazy situation presents itself.
Create Chaos Change Controversy or at least chase after them - To learn more about this author, visit Todd Youngblood's Website.
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The basic idea of a trigger event is pretty straightforward. It's something that puts decision makers, decision influencers and end users in a "something's going to change" mind set. It's something that happens at some point prior to a decision being made to buy your (or a competitor's) products and services. In fact, it's a lot like the idea of "cause and effect" that we all learned about in elementary school science class.
There is always some event (or more often chain of events kicked off by some "trigger event") that inevitably leads to a purchase decision. Here's a three-step process for taking advantage of this phenomenon:
- Research - Go back through a bunch (at least 15) of your most recent wins. What happened inside the customer's organization before you got involved? What happened to generate interest in and focus on your solution? What created urgency to move quickly? How was interest generated & who was it driven by? What external signals told you something had happened that would increase interest in your value proposition? Since it's unlikely you'll know the answer, you'll need to make a few customer calls to find out. (As an aside, think about how much you can enhance your reputation by demonstrating such a high level of interest in how the customer does business!)
- Search - Now that you know what to look for, hunt around your prospects for similar, lurking trigger events. They'll be there. Here's a short laundry list of examples: merger, acquisition, new executive named, somebody promoted, new technology, new location, re-location, reorganization of any kind, downsizing, new strategic initiative, new product, unanticipated crisis, layoffs, new funding... Bottom line, search for anything that will cause "stuff to flow downhill."
- Anticipate - I'll always remember the first time I got the advice to "anticipate" my customers' actions. I remember thinking, "great idea, but how do I actually do that?" The difference is research and search as described above. Those two items will arm you with a flurry of "What if..." and "How would you..." questions. What if demand for that new product really takes off? How would you be able to rapidly crank up your supply of raw materials? What if Bill ever got the production manager job? What would change around here if that happened? What if you just got started right now with making those modifications?
- The whole idea behind these "anticipate" questions is to get the customer thinking; to get the customer to realize that you really are different; that you are out ahead of the pack, helping to prevent problems from happening in the first place.
Even if you can't get out in front of every customer situation, you'll be training your brain. You'll be hugely alert to those critical trigger events. You'll be positioning yourself as someone who can help customers avoid pain. You'll be better equipped to handle whatever crazy situation presents itself.
Create Chaos Change Controversy or at least chase after them - To learn more about this author, visit Todd Youngblood's Website.
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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