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• Archive: I just finished reading Craig Elias’ and Tibor Shanto’s book Shift!: Harness The Trigger Events That Turn Prospects Into Customers.
• The main idea of the book is that you can greatly improve your sales by improving your timing – namely, after they experience a Trigger Event and before they talk to your competitors.The authors define three buying modes for customers – 1) Status Quo, 2) Window of Dissatisfaction, and 3) Searching for Alternatives.
• According to SHiFT, most salespeople spend the bulk of their time talking to prospects who are either in the Status Quo or Searching for Alternatives modes.
• However, the best time to make a sale is when the customer has entered into the Window of Dissatisfaction.
• If you want to be the first viable seller to see the decision maker when they are in the Window of Dissatisfaction, you need to be aware of the common Trigger Events that cause someone to move from Status Quo to the Window of Dissatisfaction.This book is written from a salesperson’s point of view but I think it also provides some insights for marketers as well.