Tailored workflows for each trigger event

By following relevant trigger events, we can anticipate the needs and situation of a given company and draw different scenarios. For each trigger event, there’s a game plan. Let’s go back to the previous example.

A company expands to a new market and hires a new country manager.

  1. Reach out and welcome the new hire. Introduce yourself and explain how you’re helping businesses in similar situations achieve their goals. Share relevant content to be helpful and relevant. Maybe your marketing can write an eBook about how to sell in a specific region.
  2. Once you have a conversation line open, suggest a meeting to explain how your product or services fits into their goals. In this session, tailor the presentation around that situation and the needs they’ve mentioned.
  3. If any additional news or changes happen during the sales process, you’ll have a new opportunity to interact. Let’s say the prospect company hires more salespeople: message them and comment on the job ad and potentially share more content that supports the topic.
  4. Ultimately when you close the deal, you have an apparent reason behind the new customer signing on. This information will ease customer success’ job as they’ll know the customer’s objectives.
  5. If the case would be lost before signing, marketing will take over, and it will go right back to nurturing. So eventually, when it’s ready, it will come back as a hot lead.

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Pre-defined, custom-made pitches

A generic or poorly tailored sales pitch is a recipe for failure. Breaking news there, right?

Real-time sales tackles this problem and allows us to use our marketing content and campaigns to a completely different degree than those in a traditional outbound sales process. Once we've documented the trigger events that are most relevant to our sales process, our outreach is on autopilot. Every time a trigger event will happen, our sales reps will know how to reach out and what content addresses the needs and situation of specific prospects.

By looking at a wide range of data points from different datasets a sales intelligence tool provides, we get an in-depth understanding of a company’s organization and situation. This way, we can predict when and how we should reach out to a specific company.

The ball's in your court

Every business can adopt a real-time sales methodology. Once you tap into company information and implement a robust sales tech stack, developing a real-time sales strategy is not hard. Start by creating an ideal customer profile, defining the most relevant trigger events for your proposition, and creating relevant outreach plays for each of them. You’ll have most of the work done by then.

Our 30-page Guide to Real-Time Sales explains in detail how any sales organization can establish a real-time sales mindset and make their outreach truly data-driven. Eventually, using trigger events and relevant messaging over untimely cold outreach will be the norm.

Topics: B2B Sales

Eduardo Alonso

Scribbler at Vainu’s Marketing team. Taco enthusiast and obsessive record collector. Straight outta Madrid.