Research shows trigger events win 74% more sales meetings than any other approach. What are these? Trigger events are moments of importance to your prospects that accelerate their need for your help: mergers, leadership changes, new hires, new territories, new legislation, product launches, awards. The beauty of using trigger events requires a super niche, which is exactly why people hire me at The Repositioning Expert.

Here’s how to use them to sell. Step one: figure out your super niche by industry target. I love targeting by industry because it drives clarity – you know exactly who you help, where to find them, how to talk to them, and how to use their language and specific case studies. When you’re industry-focused, marketing gets super easy. Figure out not just which industry you want to target, but also your special sauce – one facet of an expensive industry pain that you solve. What’s the sweet spot of which industry and what most expensive, specific pain point you can solve? That’s your super niche (I talk about this non-stop all the time if you’ve been following me).

The Five-Step Trigger Event System

Step two: shortlist 10 companies in that industry to start. You can be ambitious and do 10 weekly, but start with 10. Step three: make a list of your super niche trigger events. Examples: my health compliance client’s super niche is pharma companies needing clinical trials, so her trigger event is change in compliance for pharmaceuticals. My ad agency client targets food manufacturers, so her trigger event is new product launches. For a relocation client targeting insurance companies, his trigger event is moving. Find trigger events by asking existing clients what caused them to seek your services, or ask AI “under what circumstances would this industry need my services?” listing your super niche services. Once you compile all trigger events, be specific – don’t try doing everything for everyone, that’s a surefire way to waste time and go broke.

Set Up Watch and Multi-Touch Outreach

Step four: set up watch with Google Alerts using exact company name and trigger event (example: “Pfizer clinical trial compliance”). Set up watch on LinkedIn Sales Navigator for the company, following three to five executives in your exact area, department of purchase, or specialty.

Step five: do trigger event outreach via email, calling, video, snail mail packages, voice notes, Loom videos, or LinkedIn messaging. The essential message and timeline matters because 80% of emails need follow-up.

Start with: “Hi [First Name], I saw the news about [trigger event] – congratulations, it’s exciting. Expanding into three new states will put pressure on your enrollment systems [why this is a problem]. We help [their industry] solve that specific problem. For example, when we had [similar client situation], this is the result they got. Would it make sense for us to have a brief chat?”

Create a tracking spreadsheet showing who you sent to, the trigger event, company name, and where you are in the follow-up funnel.

The Seven-to-Twelve Touch Follow-Up Formula

Three days later, send a message, video, voice note, Loom, or email with “following up” in the subject. Say “I know you’re busy” and give another case study about solving the same problem. Ask for 15 minutes next week.

Three days later, send another message saying “maybe I was wrong about that pain point” and name another pain point you think they have that you can solve. Share how you solved that problem for another company in their industry, then ask “quick question: is this pain point on your radar right now?”

Remember, it takes 7-12 touches – you cannot close with one email. A week later, request LinkedIn connection referencing the trigger event: “Hi, congratulations on the award. We handle [problem] in your industry.” Keep everything brief and short (I’ve seen success with one-sentence messages, sometimes just in the subject line).

Two days after they accept your connection, send a LinkedIn message: “Thanks for connecting. Saw your company’s doing [trigger event]. We help companies exactly at that stage. If you’re open, I can share how a similar company navigated this – no pressure either way.” Two weeks later, send a “Dear John” email (I’ve had success with this – people respond “No, no, I’m ready to talk”). Subject: “Should I let this go? Should I close your file?” Say “I’ve reached out a couple times and it hasn’t worked” with no blame, shame, or pressure.

Do it with your style, culture, and personality – humor, gravitas, professionalism – but just do it because it works. This is science, stats prove it. Have trigger events tagged everywhere on Google and LinkedIn so you’re attuned.

Going through this process clarifies everything for you and your team: what industry, what company on your bullseye crosshairs, what problem you solve, and what trigger events cause them to pick up the phone because they’re in pain.

Want to reposition your messaging to grow your leads? Follow me on Twitter, friend me on Facebook, watch my Podcast onYouTube or connect with me on LinkedIn –and let’s talk.