As a sales professional, it is essential to understand the various change points that can occur within an account. These change points, also known as "buying triggers," can signal a potential opportunity for a sale and can be the key to closing a deal. In this article, we will explore some of the most common change points that can occur within an account, and how sales professionals can use them to their advantage.
- Upgrade cycle: Customers often go through regular upgrade cycles where they replace or upgrade their existing equipment or software. As a sales professional, it's essential to be aware of these cycles and to anticipate when they are likely to occur. By doing so, you can position your products or services as a solution to meet the customer's needs before they even realize they have them.
- Nearing contract end with existing provider: As contracts come to an end, customers are often open to considering new options. This presents a prime opportunity for sales professionals to present their products or services as a potential replacement. By anticipating the end of a contract, sales professionals can be prepared to make their pitch at the right time.
- Outgrowing existing facilities or existing provider that can no longer grow with them: As businesses grow and expand, their needs also change. This can create an opportunity for sales professionals to step in and offer solutions that can better meet the customer's evolving needs.
- C-Level leadership change: A change in leadership can bring about changes in priorities and decision-making. Sales professionals should be aware of these changes and be prepared to adjust their approach accordingly. This can include building relationships with new decision-makers and highlighting how their products or services align with the new leadership's priorities.
- Catastrophic event: Unforeseen events such as natural disasters or cyber attacks can disrupt business operations and create a need for new solutions. Sales professionals should be aware of these events and be prepared to offer solutions that can help customers recover and get back to business as usual.
As a sales professional, it is essential to be aware of the various change points that can occur within an account. By understanding and anticipating these change points, sales professionals can position themselves and their products or services as a solution to meet the customer's needs. This can lead to increased sales and satisfied customers.
