Sell Faster and Become a Top Performer - Use Trigger Events in Your Growth Strategy

This is the third blog in our “More Sales in Less Time” series, featuring exclusive insights and advice from renowned sales expert Jill Konrath.

Now that Jill Konrath has helped us to understand how to maximize our productivity and free up one to two hours of selling time per day, we’re ready to move on to the cucial next phase...using both internal and external context clues to better connect with prospects and their use cases. Jill refers to these situations as “trigger events” and defines them as occurrences that require an organization to adapt or die.

Upon experiencing a trigger event, an organization is unable to continue adhering to any practice associated with the status quo. Instead they must begin looking for new ways to address their emerging situation. And right at the start of that change in vision is where you, their sales representative, want to come into the picture.

According to Forrester Research, the first vendor to create a viable vision of the future has a 74% close rate. As such, top sales performers leverage trigger events to initiate conversations with prospects, taking timing into thoughtful account. Perhaps more important though, is capitalizing on the opportunity of helping your prospects figure out how to address the new changes they face. They’re always thirsty for unique ideas, insights and information to address their evolving priorities and issues. They too want to capitalize on any emerging opportunities.


Example Trigger Events

  • New leadership is a big one. Often, within 3-6 months, new executives are implementing fresh initiatives to drive more revenue, reduce costs or increase efficiencies.
  • Financial announcements are important trigger events too. If business is up, expansion projects take priority. If business is stagnant or down, productivity or cost-saving initiatives jump to the forefront.


Paramount to your success, is that you react to your prospect’s trigger event BEFORE your competitors. Remember, that’s how you get that 74% close rate. That’s how you become a top performer.

To successfully leverage trigger events in prospecting:

  1. Determine your most valuable trigger events.
  2. Identify when they’re occurring.
  3. Beat your competitors to the punch.

Jill elaborates on the specifics of how to leverage trigger events in Part 3 of our video series. We invite you to learn more by watching the video above or by clicking the link below.  

Watch the Video Series >>

In the end, pursuing a trigger event growth strategy is one of the best ways for sellers/sales leaders to make their numbers. Ultimately making and even surpassing our numbers, is what drives our company’s success, and by extension, our own stress-free pipeline.


Want to catch up on blogs one and two?

Aubrey Resech
By: Aubrey Resech
Digital Marketing Manager at MapAnything