How to Create a Compelling Event

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April 13, 2014
How to Create a Compelling Event

Hi and welcome back.  My trip to Germany and the UK was extremely fulfilling, the guys I taught were keen to learn how to become the very best there is, teaching those that wish to be taught is extremely rewarding.

“Winning isn’t everything, but wanting to win is”. –Vince Lombardi

This week I am in Melbourne teaching again, and loving it.

compelling_event_1So lets go back to those compelling events we discussed last week. In my last blog I talked about the difference between closing a deal and getting closed down and how:

“Closing a sale is more likely if built around a compelling event.”

Today I want to discuss how you create a compelling event without seeming trite and artificial.

Some salespeople have an uncanny aptitude for creating these compelling events. Of course, your prospect can get excited about a business outcome or a particular strategy you have put forward. Ultimately, though, business decisions tend to be tactical in nature.

Unless you have a prospect-defined compelling event (the most famous/infamous was, of course, Y2K) you need to create one.

compelling_event_2Here are some tactical events that you can use to advantage, and yes they are pretty obvious but hey, sometimes the trees do get in the way of the wood.

  • Changes in legislation or compliance with laws are a very compelling reason to do some thing. Non compliance or breaches may result in significant fines or penalties.
  • A strong financial benefit or payback also creates a very compelling reasons to act. If you can show your customer that they will save a lot of money by doing something (or incur significant cost by not acting), they will be motivated to act.
  • Technology upgrade cycles or refreshes, are a good time to tell your story to prospects. (Upgrade cycles can also be creatively applied to other non-tech solutions.)
  • Again, technology issues, for instance the Heartbleed virus, is a great way to open a discussion re security that may be very compelling to customers.
  • And, last but not least, ‘the use-it-or-lose-it’ budget impact. Many organisations especially government departments enforce the notion that if you haven’t used your budget,  then you will lose it next year, however short sighted that notion is.   Ensure you know how the budget is structured and plan accordingly.

There are yet others that tend to be more strategic in nature. Be creative and brainstorm more compelling events around industry standards or business cases. The more you come up with in your brainstorming session, the better off you’ll be for it.

Til’ the next time…. Andrew

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