In the fast-paced world of sales and marketing, staying ahead of the competition requires a keen eye for opportunity. By identifying sales trigger events, you can position yourself perfectly to engage with prospects at the right moment.
In this article, we unveil an expanded list of 35 sales trigger events that can supercharge your sales efforts.
From new partnerships to industry trends and beyond, each trigger presents a unique opportunity for you to establish meaningful connections and drive conversions.
But first, what are sales triggers and how do you go about tracking them?
What is a sales trigger event?
Sales trigger events refer to specific occurrences or circumstances that create opportunities for sales professionals to engage with potential customers or clients.
These events often indicate a potential need or desire for a product or service and can serve as catalysts for sales conversations and conversions.
Sales trigger events can be external factors such as industry changes, company developments, or market trends that impact a prospect’s business or internal factors like changes in leadership, budget allocations, or strategic initiatives within a company.
By identifying and tracking these trigger events, sales professionals can proactively reach out to prospects, tailor their approach, and offer relevant solutions to address the prospect’s specific needs and challenges.
10 tools to track sales trigger events
Tracking sales trigger events can be a valuable practice to stay informed and seize opportunities in the sales landscape. Here are some tools and strategies you can use to track trigger events:
1. Google Alerts
Set up Google Alerts for specific keywords related to the trigger events you want to track. You’ll receive email notifications whenever new content or news articles are published on those topics.
2. Social Media Monitoring Tools
Utilise social media monitoring tools like Sprout Social, Hootsuite or Later to track mentions, hashtags, and discussions related to the sales trigger events on platforms like Snapchat, Twitter, LinkedIn, and Facebook.
3. Industry News Websites and RSS Feeds
Subscribe to industry-specific news websites and blogs using RSS feeds or email newsletters. These sources often provide timely updates on industry events, company developments, and market trends.
4. Competitor Monitoring Tools
Monitor your competitors using tools like SEMrush or SimilarWeb. Keep an eye on their press releases, product launches, leadership changes, and other trigger events that may impact your target market.
5. Company News and Press Releases
Regularly visit the websites and subscribe to the email newsletters of relevant companies in your industry. This allows you to stay informed about their latest announcements, such as funding, partnerships, acquisitions, and expansions.
6. Industry Reports and Research Papers
Stay updated on industry reports, research papers, and studies that provide insights into emerging trends, regulatory changes, and market shifts. Subscribe to research platforms like Forrester, Gartner, or industry-specific associations to access valuable information.
7. Networking and Relationship Building
Attend industry events, conferences, and trade shows where you can connect with professionals and decision-makers. Engage in conversations to learn about their organisations, challenges, and upcoming projects that may serve as trigger events.
8. CRM Software and Sales Intelligence Tools
Utilise Customer Relationship Management (CRM) software such as Salesforce, HubSpot, or Zoho CRM, which often integrate sales intelligence features. These tools can help you track and manage trigger events, prospect activities, and relevant company news.
9. Professional Social Media Platforms
Leverage professional social media platforms like LinkedIn to connect with industry influencers, thought leaders, and decision-makers. Engage in discussions, follow relevant company pages, and join industry-specific groups to stay updated on trigger events.
10. Internal Collaboration and Communication
Foster open communication within your sales team and organisation. Encourage team members to share insights, industry news, and potential trigger events they come across, creating a collaborative environment for tracking and capitalizing on opportunities.
Remember, while these tools can assist you in tracking sales trigger events, it’s crucial to apply critical thinking, analyse the information, and personalise your outreach to effectively engage with prospects and maximise sales opportunities.
35 sales trigger events for sales teams
- Product Launches
Stay on top of new product launches in your industry. Leverage this event to reach out to prospects and demonstrate how your offerings can complement and enhance their business operations.
- Funding Announcements
When a company secures funding, it’s often an indication of growth and increased investment in their products or services.
Reach out to these companies to explore potential partnerships or offer solutions that align with their expansion plans.
- Leadership Changes
A change in leadership can lead to shifts in strategy and priorities.
Identify companies that have recently experienced leadership changes, and position yourself as a valuable resource to help them navigate the transition and achieve their new objectives.
- Merger or Acquisition
When two companies join forces, it presents an opportunity for you to step in and offer solutions that address their integration challenges.
Reach out to both parties and showcase how your expertise can smooth the process.
- Expansion or Relocation
Companies that are expanding or relocating need various services and resources to support their growth.
Tailor your pitch to address their specific needs and demonstrate how your offerings can facilitate a seamless transition.
- New Office Openings
When a company opens a new office, they require a range of products and services.
Capitalize on this opportunity by reaching out with customised solutions that cater to their unique requirements.
- Regulatory Changes
Stay up to date with industry regulations. Identify prospects who may be affected by new regulations and offer your assistance in navigating the compliance landscape.
- Awards or Recognitions
When a company receives recognition, it’s a testament to their success.
Congratulate them on their achievement and highlight how your offerings can further enhance their standing in the industry.
- Industry Events or Conferences
Track industry events and conferences to identify prospects actively seeking solutions or networking opportunities.
Attend these events and engage with prospects to build valuable relationships.
- New Partnerships
When two companies form a partnership, there is often a need for complementary services or products.
Reach out to these newly formed partnerships and position yourself as the missing piece of the puzzle.
- New Hires
New employees bring fresh perspectives and often drive new initiatives within a company.
Monitor new hires and reach out to introduce yourself as a resource to support their objectives.
- Company Rebranding
A company undergoing rebranding may require assistance in updating their marketing collateral, website, or other materials.
Offer your expertise and showcase how you can contribute to their rebranding efforts.
- Product Recalls
If a company experiences a product recall, it presents an opportunity for you to step in with alternative solutions.
Reach out to affected companies and demonstrate how your offerings can mitigate risks and prevent future recalls.
- New Contracts or Partnerships
When a company secures a significant contract or partnership, it often signifies growth and expansion.
Position yourself as a valuable partner by offering solutions that align with their new business objectives.
- Market Expansion
When companies enter new markets, they require support and resources specific to those markets.
Identify companies undergoing market expansion and tailor your pitch to address their unique challenges.
- Company Milestones
Celebrate significant milestones such as anniversaries or sales achievements with prospects.
Use these occasions to engage in conversations about their future goals and how you can contribute to their continued success.
- New Legislation
Changes in legislation can create challenges for companies.
Monitor new laws or regulations and reach out to prospects who may require assistance in adapting to the new landscape.
- Social Media Interactions
Monitor social media platforms for conversations related to your industry or product offerings.
Engage with prospects who are seeking recommendations or expressing pain points, and position yourself as a valuable solution.
- Product Updates or Enhancements
When a company releases product updates or enhancements, it presents an opportunity to reconnect with existing customers and demonstrate the value of the new features.
Additionally, reach out to prospects who may have expressed interest in similar offerings in the past.
- Competitor Changes
Keep an eye on your competitors and identify trigger events such as leadership changes, mergers, or product launches.
Capitalize on these events by positioning your offerings as superior or more suitable for potential customers.
- Industry Reports or Studies
Stay informed about industry reports and studies. Identify prospects who may benefit from the insights and data provided in these reports.
Reach out to offer your expertise and help them leverage the information to drive growth.
- Technology Upgrades
When companies undergo technology upgrades, there is often a need for additional support or complementary services.
Monitor technology-related trigger events and position yourself as a valuable partner in their transition.
- New Websites or Rebranding
A company launching a new website or undergoing rebranding requires various services and expertise.
Reach out to offer assistance in website development, branding, or content creation to support their initiatives.
- Charity or Community Involvement
Companies involved in charitable activities or community initiatives often value partnerships with socially responsible organisations.
Highlight your own philanthropic efforts and propose collaborations that align with their values.
- Industry Regulations
Be aware of any new or impending industry regulations that may impact prospects’ operations.
Offer your expertise in compliance and assist them in navigating the changing landscape.
- Customer Reviews or Testimonials
Monitor customer reviews or testimonials of competitors or prospects.
Identify pain points or areas for improvement and position your offerings as the solution to those challenges.
- Industry Awards or Rankings
Companies recognised through industry awards or rankings are often seeking additional ways to maintain their competitive edge.
Present your offerings as a means to further enhance their standing within the industry.
- Seasonal or Cyclical Trends
Certain industries experience seasonal or cyclical trends that can be leveraged as trigger events.
Identify prospects who may have predictable needs during these periods and tailor your outreach accordingly.
- Economic Indicators
Stay informed about economic indicators that may impact businesses in your target market.
Position your offerings as a strategic investment during challenging times or as a means to capitalize on economic growth.
- New Research or Innovations
When new research or innovations emerge in your industry, it’s an opportunity to showcase your expertise and position yourself as a thought leader.
Reach out to prospects and share insights that demonstrate your knowledge and relevance.
- Company Anniversaries
Celebrate company anniversaries with prospects and offer customised solutions that align with their growth and future objectives.
Use this occasion to strengthen your relationship and showcase your commitment to their success.
- Industry Influencers or Thought Leaders
Identify influential individuals within your industry and engage with them.
Collaborate on content, participate in their events, or seek endorsements to enhance your credibility and attract new prospects.
- New Government Initiatives
Monitor government initiatives or programs that may present opportunities for businesses.
Reach out to prospects who can benefit from these initiatives and offer your expertise to help them take full advantage.
- Social Trends
Stay attuned to social trends that may impact businesses.
Identify prospects who may require assistance in adapting to changing consumer behaviors or preferences.
- Customer Referrals
Existing satisfied customers can become valuable trigger events.
Cultivate strong relationships with your customer base and encourage referrals, which can open doors to new prospects who trust the recommendations of their peers.
Why keep an eye on sales trigger events?
By expanding your repertoire of sales trigger events, you can stay one step ahead in the ever-evolving sales landscape. The 35 power-packed trigger events outlined in this article offer ample opportunities for you to engage with prospects at the right time and in the right context.
Embrace these trigger events, tailor your approach, and unlock the potential for increased conversions and long-term success. Get ready to take your sales efforts to new heights!
