Finally got round to watching the last installment of the Trigger event webinar series by Craig Elias and Tibor Shanto today. For those of you yet to watch them I really recommend a viewing as the series breaks down the use of sales triggers and supports the value of striking at just the right time (see here).
Now I could talk for hours on the interesting points raised from the webcasts but I just wanted to focus on two quick surveys the pair conducted in the last episode '5 Keys to Accelerating Sales with Sales Triggers'. The first question simply asked 'what's the biggest factor in accelerating deals?' to which respondents voted only 3% to having the best product and 44% to reaching out at the most appropriate time.
That's quite an incredible statistic. That is industry professionals admitting that even if you have the greatest product out there, it means nothing unless you show up on cue. What that basically means is that I could offer you a time traveling Delorean but unless you've got a reason to travel back in time, and the funds to meet my demands, you probably wouldn't buy it.
The second question asked for feedback on what people currently track as sales triggers. Around 30% tracked executive changes and mergers whilst only 13% tracked product launches. 24% currently didn't track anything. Those are quite alarming numbers really. Tracking management changes should be a minimum, yet only 30% are actively doing it. The fact that 24% do not keep an eye out for sales triggers at all is quite scary.
Bare in mind here that these were the same people who answered both questions, meaning that of the near half who agreed being in the right place at the right time was most important in speeding up a sale, only a quarter are actually making sure that they do anything about it.
The big question is why the gap? Is it something they know needs addressing but yet to deal with? Is it simply because they don't know where to start? Whatever the reason if you want to reach out at just the right time, you can't expect to do so if you're not actively seeking out exactly when the right time is.
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