What causes a prospect to set out on their buying decision journey, and to start searching for solutions? How do they recognise that they cannot afford to accept their current situation? What are the potential changes in circumstance - whether inside their organisation or in their industry at large - that will cause them to reject the status quo and look for a better way?
In a solution-seeking world, it’s become imperative that sales and marketing organisations understand the issues, trends and trigger events that are likely to cause their prospects to start searching for answers to their most pressing business challenges. How do they describe the problem? How would they categorise what they are looking for? Where are they likely to look, and whom do they trust to give them sound advice?
Understanding what words the prospect is likely to use in their search is every bit as important as understanding where they are likely to look. And in almost every case, the words and phrases that prospects tend to use when searching for solutions aren’t the words the vendor would instinctively use when describing their offerings. Get this wrong, and you won’t get found.
Timing is also very important. Studies have shown that vendors who can connect with prospects (or who are already known to them) in the period immediately after the prospect has gone through or observed a trigger event that changes their view of their business priorities have at least a 5 times better chance of turning them into a customer.
We work with clients to help them identify the issues, trends and trigger events that are affecting their prospects. We help them to understand the language their prospects are likely to use when searching for solutions. We help them to develop distinctive points of view that are likely to make the prospect want to learn more. And we help them pull all this learning together into attractive marketing campaigns that help them connect with more of the right sort of prospects.
Take the Next Step
We would be pleased to share what we’ve learned about helping high-growth-potential organisations to identify the issues, trends and trigger events that are most important to their prospects as part of a balanced programme of sales and marketing performance improvement. As a first step, you may find it useful to self-audit your current sales and marketing processes.
As soon as you are ready to learn more, please email us at triggerevents@inflexion-point.com, or call us on +44 (0) 118 975 0595. We look forward to discovering whether we might be able to help your organisation to improve its performance in this critical area.