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In life and in sales timing is everything. Want to time your prospecting calls for the most opportune time?  Here’s a proven strategy, focus on trigger events.  

Trigger events in promotional products sales are changes, decisions and activities that trigger an immediate need or desire for your product. 

Want to know the trigger events that are happening that can lead to a promotional products sale with your top prospects and clients? Set up a Google Alert at (http://www.google.com/alert) by entering your top prospect’s or client’s name at Google Alerts. Google will send detailed information to your inbox when they are mentioned on the web.

Additionally, consistently monitor your connections and prospects on social media at sites such as LinkedIn (http://www.linkedin.com) where you can be on the lookout for job promotions or company changes, monitor their company website as well.

When you’re aware of trigger events you can warm up any cold call by focusing on what’s happening in the prospect’s business.  You can start a conversation by saying something such as… 

“I  noticed that your company will be exhibiting at several trade shows this year and next year. I have some unique ideas to attract more qualified leads to your trade show booth and turn those leads into sales. Would it possible to set up a meeting with you next week.?”

 When you can show you’ve done your homework, have knowledge of the prospect’s business, and piqued the prospect’s curiosity you have positioned yourself as a professional and someone your most wanted prospects will want to meet.

 Here are 25 trigger events that can lead to more promotional products sales.

1. Company anniversary
2. Launch of a new product
3. Rebranding or name changes
4. New joint ventures or partnerships
5. Moving to a new office location
6. Opening a new branch office
7. Sponsoring an event such as sporting or cultural events
8. Starting a new business
9. Expansion into new geographic regions
10. Company reorganizations or restructuring
11. Promotions and/or changes in personnel roles
12. Retirements
13. Natural or man-made disasters
14. Company hosted meetings, events and conferences
15. Holidays and celebrations
16. Days/months of recognition (i.e. Breast Cancer Awareness Month)
17. Industry awards, rankings or other recognitions (i.e. Top 100 Company List, Fortune 500)
18. Participation in conferences, tradeshows or seminars (speaking at, sponsoring, or exhibiting)
19. Industry trends
20. Customer trends
21. Moves by a competitor
22. Open enrollment for employee benefits
23. Donations to or involvement in charitable and community organizations
24. New employee or customer retention programs
25. Mergers, acquisitions, divestitures and spin-offs

This list is just the beginning. I’m sure you can think of many more triggers. Have you ever used trigger events to increase your sales? How has this strategy worked for you? Please comment below.

Rosalie Marcus, The Promo Biz Coach is a promotional products business expert, sales coach and top-rated speaker. Combining her skills and years of experience in promotional sales, she helps her clients sell more at higher profit margins and quickly and easily increase their incomes. Reach her at Rosalie@promobizcoach.com