Cold calling is exactly what it sounds like: uncomfortable, unwelcome, and tedious. Some say it’s a numbers game, others say luck plays a large role. For both sales representatives and call recipients, the cold call is a relic that has not quite disappeared from business protocol. 

But what if there was a way to generate new leads that did not depend on either luck or large volumes?  With the increasing use of data and an emphasis on market research, there are smarter ways to approach customers that will make cold calls a lot warmer. More specifically, the utilization of sales triggers allows sales people key insights to have richer conversations with prospective customers and as an indication of their effectiveness, the use of triggers is on the rise. Triggers are typically events that signal change in the company’s operations or priorities. Examples of triggers can include:

• Leadership change, such as when key executives of a company leave, join, or are promoted

• Funding updates, such as when a company receives a new round of funding or investment

• Regulatory or legislative changes that will impact how a company has to conduct business

• Competitor has entered the scene by launching a new product

Why is a trigger such a useful tool for building sales pipeline? Triggers help you get in front of the right people at the right time, with the right business context, to offer something priceless: relevance. Most executives do not appreciate receiving phone calls from strangers asking them to explain their business. A call that opens with a relevant note or offering, however, may perk their ears. As Mark Lindwall commented earlier this year, Forrester’s research indicates that “when you get in early and help create the solution vision with the buyer that you win more. Our research proves that this win rate is upwards of 74%.” Triggers do exactly that – give you information that helps you get to the right prospect, faster.

For example, imagine you manufacture equipment for food services companies. Your sales people may try to call company after company with no luck. But if they were tapped into a trigger that flagged when a company hires a new executive, then they could call in and say, “Congratulations on your new role! We know you’re excited to take this company to improved directions, and we’d love to help you get there.”  For a new executive, this is a context-appropriate gesture and the communication could provide useful information as they tackle urgent priorities. Craig Elias, creator of Trigger Event Selling, says that “research shows that sellers who leverage Trigger Events are up to five times more likely to win the sale.”

Incorporating triggers into your sales process can be as simple as:

• Setting up Google Alerts

• Following annual reports and press releases

• Tracking staffing shifts via LinkedIn

• Conducting regular rounds of market research surveys.

Triggers can even integrate with your CRM, so that whenever you pull up an account, you can see the latest, detailed information about that company’s situation.

To improve your luck and probability in gaining warm leads, take a closer look at sales triggers. Which triggers would help you reach your prospects faster and with more relevant offerings?