While working on my bachelor degree, I was employed as a student recruiter for a local college in Dallas, Texas. During sales training, I learned lessons that remain current in all my customer relationships: Never ruin a hot lead and know the customer’s trigger point. Finding the trigger point is as simple as asking “Why are you calling or meeting with me today?” Every customer has a reason for the decision to do business with you, at your particular location, with your price, and on that singular day. In education, reasons adult students chose to go back to school included that they wanted to do it for their family or kids, they wanted to change the world, or they wanted to go to school to prove to someone who said or believed they couldn’t achieve a higher education.
In relationships, you wouldn’t marry someone you just met. You date for a short while and get to know their likes, dislikes, and interests. It’s the same with customers. When you have found the customer’s decision-making trigger, you can easily put together a strategy that helps you get to the next stage of satisfying them. The goal of sales is to find and finesse your customers’ trigger point. If a customer wants to purchase your product or service because it would make them more productive, it is your responsibility to continually integrate that productivity trigger in conversations by noting how your product or service could help with their productivity. Once the trigger point is outlined, the sale becomes much easier. Your customer has a reason for doing business with you, and it is your responsibility to figure out what that reason is and make that trigger point your key to developing a successful selling strategy.