Are You Leveraging Triggers to Spur Success in IT Sales?
In IT sales, timing is everything. Sometimes a CIO can be ready to pull the trigger; other times, the sales cycle can take months or even years. For this reason, having the right sales intelligence can spell the difference between success and failure.
This intelligence gives your sales reps the right opportunity at the right time, helping them get in front of the right person with the right value proposition.
This happens by leveraging triggers, which is basically anything that alerts you to activity within an organization that signals the potential to buy, generating technology sales leads. Having insight into the right triggers keeps you abreast of these events and turns them to your advantage.
Here’s a quick explanation of the 3 main types of triggers, and how to take advantage of them:
Leadership moves: Want to know when a CIO or a new VP of IT has been hired? This trigger signals not only a buying opportunity but also opportunities at company the executive left, and the one the former executive moved to.
– How to take advantage: Use Google alerts to get an email whenever a decision maker is mentioned online, or LinkedIn to find out when they change their profile. Consider paid alert services like SalesLoft, or an IT sales intelligence system like DiscoverOrg that provides not only alerts but insights into the IT org structure to see who is calling the shots.
Projects and initiatives: How about learning when a company is planning a major migration to Microsoft SharePoint Server 2013 or some other key platform? One major initiative could potentially spawn 10 or 20 smaller projects, some of which may be right in your wheelhouse.
– How to take advantage: Again, Google Alerts and SalesLoft can help here with keyword alerts based on what you have to offer. Say you’re a rep in Portland, OR; an alert can tell you a company is opening a new office nearby. And an intelligence tool like DiscoverOrg takes it to the next level, alerting you to projects before they see the light of day – better than having a brother-in-law working there!
Identified by marketing: This includes information from marketing campaigns and events, like who visited your site and when, for how long and what they did, or on who checked in at your tradeshow booth. So if someone clicks on a pricing sheet two months after downloading a white paper, this should immediately alert a technology sales rep. InsideSale.com reports that if someone is contacted within three minutes of being on your site, their chances of converting are 600 times higher!
– How to take advantage: Here, marketing automation tools like Pardot, Marketo or Eloqua come into play. They tell you every detail about responses to your marketing efforts online and offline.
If you’re in IT sales and you’re not being alerted to buying triggers, why not? They provide golden opportunities to quickly get in front of key decision makers. And if you’re not gaining access to IT org charts it’s that much harder to tell the chiefs from the Indians, and you could get bogged down in a cubeville quagmire with no closing in site.
Want to find out more about triggers and how to take advantage of them? Click here.