Mastering the Art of Trigger Event Based Selling (A Detailed Guide)

You can find the full/detailed article here: https://fundraiseinsider.com/blog/mastering-the-art-of-trigger-event-based-selling/

In the ever-evolving landscape of sales, professionals need to keep adapting and innovating their strategies to achieve sustained success. A potent strategy gaining increasing prominence in modern sales methodology is Trigger Event-Based Selling.

This approach, rooted in attentiveness and empathy, is about aligning your sales outreach with pivotal moments in your prospect’s journey – the trigger events.

In this guide, we delve deep into this concept and guide you on leveraging trigger events effectively, with a specific focus on startup funding events.

1. UNDERSTANDING TRIGGER EVENTS
   Trigger events in sales are significant occurrences that create an opening for a sales or marketing opportunity. These can be internal within a prospect’s organization, such as leadership changes, product launches, or funding events, or external, like market shifts or regulatory changes.

When a startup secures funding, it’s a substantial trigger event that signifies several key factors: enhanced resources for growth, validation of their business potential, and a period of rapid transformation. These factors suggest a ripe environment for new solutions and strategic partnerships, thereby presenting unique sales opportunities.

2. RESEARCH TECHNIQUES
   Successful trigger event-based selling requires effective research. After identifying a trigger event, such as a funding announcement, it’s important to delve into details like:

• What the funding round signifies about the startup’s growth trajectory.
• The startup’s intended use of the funds.
• Any implied or stated growth plans.

This research helps identify their potential needs, opening avenues for your product or service to provide value. Monitoring industry news, utilizing CRM tools, and leveraging Fundraise Insider can be highly beneficial in this research phase.

3. CREATING A VALUE PROPOSITION
   Post a trigger event, your outreach to a prospect needs to be more than a generic sales pitch. It should be a personalized message that demonstrates a clear understanding of their context and highlights how your offering aligns with their goals.

• Begin by acknowledging the trigger event, showing that you’re attentive to their journey.
• Connect their needs (as identified through your research) with your solutions.
• Highlight how your product or service can help accelerate their growth or ease their pain points.

The objective is to create a compelling value proposition that positions your solution as a strategic aid in their growth story, not merely a transactional purchase.

4. THE ART OF FOLLOWING UP
   Following up is a critical aspect of trigger event-based selling. It’s about maintaining engagement and staying top-of-mind while continually providing value.

• Follow-ups should never feel like spam; they need to be thoughtful, personalized, and spaced appropriately.
• Your follow-up communications can share relevant industry insights, offer help, or provide updates about your product or service.
• The timing of follow-ups is key. A good practice is to align them with subsequent trigger events or noticeable patterns in the prospect’s behavior.

5. REAL-WORLD EXAMPLES AND PRACTICE
   To truly master the art of trigger event-based selling, it’s helpful to analyze successful real-world implementations of this strategy. Consider studying sales campaigns from industry leaders that effectively capitalized on trigger events.

Furthermore, honing these skills requires practice. Engage in role-play exercises based on hypothetical scenarios. For instance, consider a startup that just received Series B funding and is planning to expand its operations. How would you approach this prospect with your product or service?

Let’s dive into each of these in greater depth: https://fundraiseinsider.com/blog/mastering-the-art-of-trigger-event-based-selling/