Craig Elias, Chief Catalyst of SHiFT! Selling, Inc., and co-author of the book SHiFT! Selling joins me today on Accelerate! In this episode Craig and I discuss the ABC’s of the trigger events that drive sales. Craig also sheds light on a variety of unique sales triggers that can lead to new prospects. Be sure to listen today!
[02:24] Because many of his early customers were across the country, Craig learned quickly to leverage the power of channels.
[05:00] Craig defines what he calls the “window of dissatisfaction” that can lead to new sales opportunities
[06:50] What are the triggers events that can lead companies to change vendors?
[07:15] Is there a problem with challenging your prospects’ status quo ?
[09:30] What’s the difference between persistence and just pushing harder?
[10:36] One common trigger is risk-aversion. But seldom considered is legislation. As soon as someone has to change, they will.
[11:25] Craig shares research that found that 28% of all vendor changes are triggered by a change in account manager.
[12:34] Decisions are primarily driven by emotion, and product often comes in second.
[14:15] Many people aren’t looking for you to give an immediate solution, but they do want to know when one is coming.
[15:30] Who are the “doers” in sales, and what makes them excel?
[17:25] How you can develop intimacy with clients without taking them out mountain biking.
[19:30] People are still people. Don’t be afraid to ask a prospect what they did over the weekend!
[20:40] Craig shares the ABC’s of trigger events: Awareness, Bad Experience, and Change.
[28:00] If you phone somebody or leave a voicemail, you need to have a 7-second sell. What does Craig mean by a 7-second sell?
What’s your most powerful sales attribute?My ability to make whatever I sell relevant to the other person to make them want it.
Who is your sales role model?Steve Jobs and Nelson Mandela.
What’s one book that every salesperson should read?Chapter 4 in Spin Selling, pages 65-95. Never Be Closing by Tim Hurson and Tim Dunne.
What music is on your playlist right now?
Let It Be, The Beatles.