Even if you’ve managed to focus on the critical issues that matter most to your prospects, profiled and targeted your ideal customers and identified and engaged your most promising potential change agents, there’s still a very real possibility that you won’t actually create as many short-term opportunities as you might hope.
It turns out that even your best-qualified targets are simply not in an active buying cycle most of the time. Sure, they may download your collateral and form a favourable opinion of your capabilities. But until and unless something happens to challenge the status quo, they are likely to remain passive consumers.
That’s why trigger events are so important: they cause your prospects to take a fresh perspective. They cause them to realise that their current situation may not get them where they now recognise they need to be. They cause them to acknowledge that they may have to change their behaviour…Read More