Trigger Event Selling & Trigger Event Marketing Statistics
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The document emphasizes the importance of timing in sales, highlighting that addressing customers during their 'window of dissatisfaction' can significantly increase conversion rates. It provides statistics indicating that prompt follow-ups and utilizing trigger events can lead to higher engagement and sales success. Furthermore, it notes the tendency of unbudgeted buyers to be more responsive, making them valuable leads for sales professionals.
Trigger Event Selling & Trigger Event Marketing Statistics
- 1. First in Wins! Craig Elias Chief Catalyst.
- 2. © COPYRIGHT Craig Elias 2002 - 2015Slide 2 When is the BEST TIMING?
- 3. © COPYRIGHT Craig Elias 2002 - 2015Slide 3 Status Quo0% Happy & Not Looking
- 4. Slide 4 Chasing Status Quo Leads “You can spend time trying to move someone so they become interested but in my book that’s wasting time.” Linda Crawford EVP Sales Cloud, Salesforce.com http://bit.ly/WereAllInSales
- 5. © COPYRIGHT Craig Elias 2002 - 2015Slide 5 16% Searching for Alternatives Lead Lifecycle Management: Building a Pipeline that Never Leaks, 2009 Unhappy and Looking
- 6. Slide 6 http://bit.ly/ChallengerTriggers - February 26th
- 7. Slide 7 Get In Early
- 8. © COPYRIGHT Craig Elias 2002 - 2015Slide 8 Window of Dissatisfaction™ 74% Forrester: 2012 Buyer Insights Study Unhappy and Thinking of Looking
- 9. Slide 9 Michael Bosworth Says… Requirements Company A Company B Company C “COLUMN FODDER” “Column A Enjoys a Huge Advantage” Customer Centric Selling: Second Edition - Page 16
- 10. © COPYRIGHT Craig Elias 2002 - 2015Slide 10 The Best Leads Specific People Or Businesses Ability To Make A Purchase Dissatisfied With The Status Quo* 10X *Those recently dissatisfied with the Status Quo are up to 10 time more likely to switch vendors - Craig Elias
- 11. Slide 11 Brute Force Does Not Work Bit.ly/DestructiveSalesActivity
- 12. Slide 12 The Tree of Discontent Bit.ly/TreeOfDiscontent
- 13. © COPYRIGHT Craig Elias 2002 - 2015Slide 13 Afford Funnel Movers Justify Funnel Shakers Want Funnel Fillers Status Quo Window of Dissatisfaction™ Searching for Alternatives Events That Trigger Dissatisfaction
- 14. © COPYRIGHT Craig Elias 2002 - 2015Slide 14 Interest Trigger Decision Trigger 20,000 CONSUMERS 5 INDUSTRIES 3 CONTINENTS http://bit.ly/McKinseyOnTriggers * The Afford Trigger is not part of McKinsey’s original research Afford Trigger* McKinsey Gets ‘It’ (2009)
- 15. Slide 15 * Trigger Events are not part of Google’s original research Trigger Event* Google Gets ‘It’ (2011)
- 16. Slide 16 GE Gets ‘It” Beth Comstock CMO & SVP “It applies in both a consumer AND a business-to- business context”
- 17. Slide 17 “80% of B2B purchases are unplanned and unbudgeted” bit.ly/BreakingOutOfTheFunnel DemandGen Gets ‘It’ (2013)
- 18. Slide 18 Fast Follow Up Is a Differentiator 0.6% In 5 minutes or less bit.ly/LeadResponseManagement
- 19. Slide 19 Why Leverage Trigger Events 20% More reps make quota http://bit.ly/AberdeenOnTriggers
- 20. © COPYRIGHT Craig Elias 2002 - 2015Slide 20 31% Finding & keeping customers was their biggest challenge
- 21. Slide 21 The Power of Focus Increase in close rate when you have a pipeline of 3X or less http://bit.ly/PerfectFunnel-Sirius 32%
- 22. Slide 22 Brute Force Does Not Work 35% Too much contact was destructive to the relationship McKinsey Quarterly: The basics of business-to-business sales success, May 2010 1,200 purchasing decision makers in small, medium, and large companies in USA and Western Europe
- 23. Slide 23 Top 10 Sales Initiatives in 2014
- 24. Slide 24 49% Of executives put a vendor on a short list based on a cold call Calling At The Right Time Works!
- 25. Slide 25 Bit.ly/57PercentOfDecisionMade 57%of the buying decision is made before a sales person gets involved Ready To Buy Is TOO LATE!
- 26. Slide 26 Rearch Out at the Right Time Bit.ly/OutboundWorks
- 27. © COPYRIGHT Craig Elias 2002 - 2015Slide 27 The Power of Focus more likely to make quota if they have pipelines of 3X or less http://bit.ly/PerfectFunnel-Sirius 66%
- 28. Slide 28 Losing takes too much time 68% Longer to lose a sale than to win Bit.ly/LongerToLose – Slide #9
- 29. Slide 29 70% Want to talk to salespeople during the ‘early stages’ of the buying process Challenging The Challenger Sale bit.ly/ProvideValueInEveryStage IT Services Marketing Association
- 30. Slide 30 How Clients Buy: 2009 Benchmark Report on Professional Services Marketing and Selling from the Client Perspective 25% Tire Kickers 25% Short Term 50% Long Term 75% Form Fills Buy In 24 Months
- 31. Slide 31 75% Took an appointment or attended an event based on a well-time outbound email or call Bit.ly/OutboundWorks
- 32. Slide 32 “75% made their decision halfway through the process.” Steve W. Martin Heavy Hitter Sales What's Wrong With Your Sales Training Program Bit.ly/DecisionAlreadyMade
- 33. Slide 33 Where Most Prospects Are 79% agree there is a problem... but are not committed to doing anything about it.` Jolles.com
- 34. Slide 34 Change in Executives Spending $1Million+ on new initiatives did so within the first 90 days 80%
- 35. © COPYRIGHT Craig Elias 2002 - 2015Slide 35 Trigger Event Marketing Pays 80% Saving in direct marketing costs
- 36. Slide 36 Persistence Matters 80% Of company revenues come from those who make four or more calls Source: National Dry Good Association (USA)
- 37. Slide 37 80% Spent more with those viewed as strategic providers Strategic Vendors Get More Forrester: 2012 Buyer Insights Study
- 38. Slide 38 The Power of Focus 20% close ratio $150,000 sale $2,220,000 93% Increase Marketing Equally Sized Segments Segment Size Lead Rate $ Value 200 9% $200K 200 7% $150K 200 5% $100K 200 3% $75K 200 1% $50k 1,000 5% $115 20% close ratio $115,000 sale $1,150,000 Vs. Marketing Proportionally Sized Segments Segment Size Lead Rate $ Value 400 9% $200K 400 7% $150K 200 5% $100K 1,000 7.4% $150 bit.ly/TripleYourTradeshowLeads
- 39. Slide 39 Breaking Out Of The Funnel– DemandGen, 2013 bit.ly/BreakingOutOfTheFunnel 97% A prospect reached out and initiated the process Prospects Initiate The Sale!
- 40. Slide 40 The Power of Focus bit.ly/MicroTargetSelling 100% Increase in growth rate
- 41. © COPYRIGHT Craig Elias 2002 - 2015Slide 41 Unbudgeted Buyers and Word Of Mouth Unbudgeted buyers are: • 2X more likely to act as a reference • 75% more likely to share their experience on LinkedIn discussion forums • 50% more likely to blog about their experience Breaking Out Of The Funnel– DemandGen, 2013 bit.ly/BreakingOutOfTheFunnel
- 42. Slide 42 The Power of Word Of Mouth “…Word of mouth generates more than twice the sales of paid advertising…” Bit.ly/WordOfMouthStats
- 43. © COPYRIGHT Craig Elias 2002 - 2015Slide 43 Trigger Event Marketing 500% Improvement in response rates http://www.visiongraphics-inc.com/blog/post/what-is- event-triggered-marketing
- 44. Slide 44 Triggering Better Conversion Rates bit.ly/PredictablePipeline 530% Improvement in first call conversion 330% Improvement in second call conversion
- 45. Slide 45 Trigger Event Emails 600% Higher response rate http://bit.ly/RightTime-vs-RealTime
- 46. © COPYRIGHT Craig Elias 2002 - 2015Slide 46 Ready to Buy Those who recently experienced a financial event and can now afford your services, are ready are now up to 8X more likely to buy now
- 47. Slide 47 5-Minute Form Fill Follow Up 900% Increase in contact rate vs. 60 minute follow up bit.ly/LeadResponseManagement
- 48. Slide 48 Photograph by EwanNicholson.ca ShiftSelling.com Craig@ShiftSelling.com +1.403.874.2998