Buying triggers: Recognize your reputation

A. Depending on your process, you will identify your standard buying triggers within the first three months of tracking them. Each market dictates variations in buying triggers, but overall, the customers' needs fall into categories like, “diagnosis,” “self-referred” and “needs equipment replaced.” The key to using this data is to understand why the customer decided they needed a product in the first place. The trends in this information will tell you what your broader customer base generally needs. If you see a large number of customers coming in for a specific product, you may have a reputation for that product.

After you know why your customers need the product, you can then turn your focus on why they chose you. The buying triggers will fall into categories like, “print marketing,” “referral source relationship,” and, “reputation of excellent service.” Within a short time, you will gain a perspective on how the market views you. If you have a reputation for a specific trigger, you should promote that reputation to gain more referrals. Monitoring your buying triggers on a weekly or monthly basis will allow you to see when you've experienced a lull or influx of referrals from their primary source. By leveraging that referral source's buying trigger, you can ensure that you are satisfying all conditions that make them refer to you.

This need for tracking buying triggers is relatively new, but the logic is rooted in sales best practices. Knowing why customers choose us gives us a window into their decision-making process and enables us to continue working with them in the future.

Jason Lewallen is national business development manager of PlayMaker CRM. Reach him at jason.lewallen@playmakercrm.com.