10 Sales Triggers to Convert More Leads

Companies need to remain agile and competitive in an ever-evolving market.

One of the best ways to ensure this and not lose out to competitors?

Keeping track of sales triggers.

In this blog, we will explore the concept of sales triggers, what they are, and how best to use them.

Let's get started!

Sales triggers are events that cause a significant change in a business that makes it more likely for sales to happen. These events could range from small internal changes to large industry developments.


Identifying sales triggers is a crucial aspect of prospecting and can provide a competitive advantage. We'll take a look at 10 specific triggers in the next section.

Align your product or service to the specific circumstance a company is facing, to demonstrate empathy and understanding—a persuasive combination in sales outreach.

Companies can use technology, such as LinkedIn Sales Navigator or Echobot, to simplify the process of tracking these triggers. Sales intelligence software can be leveraged to monitor news articles, press releases, and even social media updates to pinpoint the moment a potential lead is experiencing a trigger event.

Being the first to reach out with a relevant and customized message can substantially increase your chance of starting a meaningful sales conversation and eventually, closing a deal.

When a company experiences a change in management, this often signifies an openness to new strategies and solutions.

For instance, new leaders bring their vision and often look to establish their presence by implementing change, which may include upgrading systems, re-evaluating vendor relationships, or seeking new partnerships. Staying attuned to such changes can give you a competitive edge as a sales professional.

In response to a management shift, it is essential to customize your sales pitch to align with the new management's goals and challenges they aim to tackle.

Establish your offering as something that can facilitate their transition and provide value in this new phase of the company's journey. A personalized approach with thorough research can set the groundwork for a beneficial business relationship.

The relocation of a company is a telling event that usually points to growth or a strategic shift. The process of moving an entire business operation is complex and stressful, opening doors for service providers who can simplify this transition.

Whether in logistic support, equipment, or technology services, relocation is a prime time for offering your solutions.

Moreover, once relocated, companies may look to re-establish themselves in their new environment, where you can position your offering to be part of their fresh start.

From local marketing to new supply chains, ensure your services address the unique needs of a new location and help them hit the ground running.

The posting of job offers is a strong indication of a company's growth and an excellent opportunity to introduce your services.

New positions often mean new projects, and your products or services could be essential in supporting that growth. When approaching a company making hires, it's crucial to understand the direction of their expansion and propose ways your business can assist.

This increase in workforce also signals a review, and often an upgrade, of existing systems to accommodate the increased load. Your outreach should focus on how your services can scale with the growing company, offering solutions that facilitate smooth operations and integration with their current processes.

A flux in staffing, such as new hires or promotions, is a noteworthy trigger for potential sales. These changes usually bring a breath of fresh air into the organization, with new ideas and an appetite for innovation that can include the adoption of new services or products.

Identifying and connecting with newly promoted employees can be key, as they may now have decision-making power and be in a position to initiate change.

It's also an ideal time to reach out to new employees who may have been decision makers or influencers in their past roles.

Forging early connections will help you position your offerings to be top of mind as they start to make their mark in the company. Reaching out to congratulate them on their new role can be a simple yet effective way to open the dialogue.

Participation in conferences and events can garner a wealth of prospects. Engaging in this space brings visibility and allows for direct interaction with potential customers in an environment that fosters professional connections.

SDRs should use these opportunities to demonstrate their knowledge and relevance to the industry, creating a compelling case for their services.

Actively attending these events is also fundamental to understanding the current challenges and developments in the market.

Being present means you can readily adapt your offerings to the needs voiced by potential clients, and by doing so, demonstrate your commitment to providing useful solutions that address industry-specific concerns.

When a company publicly celebrates milestones and successes, it is a clear indicator of robust health and potential for investment in new partnerships. This can be the perfect opportunity to position your services as a means to further enhance their growth trajectory.

Recognizing and appreciating a company's achievements can serve as an excellent conversation starter and shows that you are invested in their success.

In your warm or cold outreach, highlight how your offerings can contribute to their continued success, perhaps by improving efficiency, cutting costs, or improving quality.

The key is to align your message with the celebratory tone of their success, suggesting that your services will help sustain and elevate their achievements.

When delving into a company's financial performance, look for signs of strong results or significant improvement. A healthy financial report can mean readiness to invest in new initiatives, where your services can play a critical role.

Highlight how your offerings can help capitalize on their positive performance, whether by scaling operations, reaching new markets, or optimizing existing processes.

Equally important is to monitor for signs of a turnaround after a period of the downturn.

Companies on the rebound may be seeking new partnerships that offer innovative solutions and better value in a bid to complete their recovery. This is the time to put forward your most competitive offering, emphasizing how you can contribute to their upward momentum.

Major developments within the industry, such as mergers or acquisitions, can cause ripples that create openings for new business. They may need an overhaul in processes, integration of technology, or a rebranding effort, all of which are areas where your services could be crucial.

Furthermore, these industry shifts often set new trends and focus areas. It's vital to adapt your sales strategy to these industry-wide changes and propose solutions that not only address immediate needs but are also proactive and forward-thinking.

Think of how your business can help simplify the transitional period or capitalize on the new market conditions.

A company that has recently secured new funding is gearing up for growth, whether through product development, market expansion, or hiring.

They are likely to be open to new ideas and innovations that will leverage their newly acquired capital for maximum impact. This is an opportune time to present your offerings as essential to their growth strategy.

In pitching to such companies, reinforce how your services can produce a strong return on their investment and accelerate the progress they aim to achieve with the new funding. Show a clear understanding of their goals and vision, and tailor your message to resonate with their aspirations.

When a company is setting its sights on international expansion, it signals a critical phase where strategic partnerships are valuable. Companies require robust support systems as they navigate new regulatory landscapes, cultural differences, and market dynamics.

Your services could be integral to a successful international launch, offering expertise in localization, compliance, and operational efficiency.

As these companies venture into international territories, they face unique challenges that require customized solutions.

Your approach should showcase an understanding of international business and how your services can be adapted to varying market needs. Being a part of a company's international expansion can lead to long-term partnerships and growth opportunities for your business.

Recognizing these sales triggers is just the first step.

Acting on them effectively is what separates successful sales professionals from the rest. Prospecting is an art that requires tactful attention to detail and a keen understanding of potential customers.

Research thoroughly to tailor your approach, ensuring that your communications resonate with the unique needs and interests of each prospect.

Each interaction should add value, keeping you at the forefront of the prospect's mind when they're ready to make a decision.

For sales professionals who know all of these tips and are ready to make them work for you, get in touch with our team here at SalesPipe!