By Craig Elias and Tibor Shanto
From the Book Jacket:
There is a silver bullet in sales – when you get to highly-motivated decision makers at exactly the right time: After they experience a ‘Trigger Event’ and before they call your competition. When you have the right timing the sale almost happens by itself – there are few challenges getting to the prospect,understanding their dissatisfaction,presenting a solution, or closing the sale. By luck or sheer numbers you’ve had timing happen before, now it’s time to make it happen again, and again and again.
Excerpt from the Book
1.12 Do the Right Thing
When you start interacting with prospects, you’re going to notice that something very interesting is happening. You’ll notice that, just like you, buyers have something called Selective Perception.
Most of the time, the buyer’s Selective Perception is looking for evidence to stick with what’s already working. That’s just the way human beings are programmed. We don’t usually go around trying to change systems and habits that aren’t giving us a problem. We operate on the assumption that there’s no real problem, and we look for evidence to support the idea that there’s no real problem.
Most people you talk to are looking for evidence that they don’t really have a problem. In these cases, Selective Perception is operating on behalf of your true competition in the sales cycle – Path Dependency. As we’ve seen, this is the routine that has already been built up – the sheer force of habit – that connects to sticking with an existing vendor (or no vendor at all).
This book teaches you to harness the Trigger Events that turn prospects into customers - taking all-important human nature into account.
About the Authors
Craig Elias is the creator of Trigger Event Selling and the Chief Catalyst of SHiFT Selling, Inc.
Craig Elias’ Trigger Event strategies have
- Won him a $1,000,000 price in a global “Billion-Dollar Idea” pitch competition
- Made him a top perform at every company he has worked for – including WorldCom where he was named #1 within 6 months of joining the company
- Earned his last company, the distinction as one of Dow Jones’ 50 most promising companies in North America
Tibor Shanto is a 20-year veteran of the information, content management and financial sectors. He has developed an insider’s perspective on how information can be used to shorten sales cycles, increase close ratios and create double digit growth. Mr..Shanto is a director and contributor to The Sales Bloggers Union.



