If sales were an easy field, we would all be in sales. It is a complex field that requires a lot of people knowledge. But as the Dutch Tax Administration always says: we can't make it more fun, but we can make it easier. That's what sales triggers are for. By using data to identify these triggers, sales teams can choose the right moment to make contact, leading to higher conversion rates and more efficient sales processes.
What are sales triggers?
Sales triggers are signals that indicate an increased purchase intent or a changed need of a customer. Examples of sales triggers are:
- Relocation of a company.
- Financial changes such as investments or budget cuts.
- Organizational changes such as hiring a new CEO.
- Changes in buying behavior, such as repeated website visits or downloaded whitepapers.
Why are sales triggers important?
Using sales triggers helps sales to contact potential customers at the right moment. This not only increases the likelihood of a successful sale but also improves customer satisfaction by making interactions more relevant and timely.
How do you identify sales triggers using data?
- Use CRM systems: Modern CRM systems can gather and analyze data to identify sales triggers. For example, they can track when a customer visits a website, opens an email, or fills out a form.
- Analyze social media: Social media platforms are rich sources of information about changes and events within companies. For instance, follow company news and updates on LinkedIn to detect organizational changes.
- Automate with AI and Machine Learning: AI tools can process vast amounts of data and recognize patterns that human analysts might overlook. These technologies can assist in predicting customer behavior and identifying subtle changes that indicate a sales trigger.
- External data: Use external data like newsfeeds, financial reports and industry analyses to track and detect changes in the market or at specific companies.
Examples of applications
- Change of address notifications: When a company moves to a new location, this can be a trigger for the sale of office supplies, IT infrastructure, or other related services.
- New financing: Companies that have received new financing often seek growth opportunities and may be interested in new technologies, services, or expansion possibilities.
- Changes in personnel: The appointment of a new manager or executive can indicate strategic changes within a company, which can be a good opportunity to offer relevant solutions.
Interesting read: Always stay up-to-date with changes in your CRM?
Conclusion
Effectively using sales triggers requires a combination of advanced technology, strategic data analysis, and a good understanding of the market. By collecting and analyzing the right data, salespeople can respond to their customers' needs at precisely the right moment, resulting in higher conversions and stronger customer relationships.
Using sales triggers is a powerful way to optimize the sales process and ensure targeted and effective customer engagement.
