Jason Saltzman

How To Use Job Change Events As Sales Triggers

Jan 17

Easily identify potential sales opportunities that are worthy of more time and resources by leveraging job change events as actionable sales triggers.

A sales trigger is an event that prompts a salesperson to reach out to a prospect or leads to a sale. Traditional sales triggers include things like customers visiting your website, filling out a contact form, or reaching milestones along the buyer journey.

When someone changes jobs, they are more likely to be in the market for new products or services. For both promotions and new roles at new companies, job changes often come with more purchasing power and authority – the contact is a higher intent target for sales efforts.

Let’s dive into a few ways to make the most of a job change as a sales trigger:

  1. Easier sales when a previous customer joins a target account
  2. Retain existing accounts when a decision-maker or power user leaves
  3. Reach out to key decision-makers and buyers within your ICP when they change jobs

Getting real-time updates when a contact or prospect changes jobs can help you engage with them in a timely manner, unlocking a better way to identify new sales opportunities and reach out to potential customers at the right time.

Win: Previous Customers at a New Company Are Warm Leads

We’ve already covered how your previous customers are the secret to new revenue. Since the customer already has experience with your product or service, they’re likely to have an easier sales cycle than prospects you engage from zero.

Let’s look at some of the strategies for selling to a previous customer that joins a new company:

  1. Reach out to the customer: Start by congratulating the customer on their new role!
  2. Understand their new role and needs: Tailor your sales pitch and demonstrate how your product or service can help the buyer help the company achieve its goals.
  3. Emphasize the ROI you provide: Remind the customer of the success they had with your product or service in the past and how this can benefit the new company.
  4. Be prepared to negotiate: Be prepared to negotiate terms and pricing that are beneficial for both the customer's new company and your company – the contract won’t always be the same as it was at the previous company.
  5. Nurture the relationship: People buy from people – ensure they're satisfied with your product or service and see if there are any other areas where you can help.
  6. Be sensitive to company policies: Be aware that the customer's new employer may have different policies or procedures in place for purchasing products or services. Make sure you're familiar with these policies and that your approach aligns with them.

Following these strategies can help you make the most of job change events as a sales trigger and increase the chances of successfully selling to a previous customer at a new company.

Defend: Retain Your Account When a Buyer Leaves

Retaining an account when a power user or buyer leaves is a challenge. The buyer may have been the main point of contact and may have played a key role in the decision-making process.

Being aware of the job change event in real-time means that you can start your efforts to defend your existing accounts before your competitors try to win them over and steal the account.

Here are a few ways to get in front of job changes to retain the account and maintain the relationship with the company.

  1. Build relationships with multiple stakeholders: By building relationships with multiple stakeholders within the company, you will be better positioned to retain the account if the buyer leaves. This includes both the decision-makers and the end-users of the product.
  2. Communicate proactively: Keep in touch with the account regularly, even if there are no immediate sales opportunities.
  3. Identify the new decision-maker: As soon as possible, identify and establish a relationship with the new decision-maker.

Being the first to know when a buyer leaves gives you the insight needed to retain accounts by building strong relationships, providing value, and demonstrating ROI across the account.

Win: Target New Accounts When a New Decision-Maker Joins

New decision-makers joining your target accounts are valuable sales triggers since new decision-makers have budget, urgency, and authority. Here are a few strategies for winning new customers when a new buyer joins:

  1. Identify the new buyer: As soon as possible, identify the new buyer and research their role, responsibilities, and decision-making authority within the company.
  2. Build relationships: Reach out to the new buyer and introduce yourself.
  3. Tailor your pitch: Tailor your sales pitch to the specific needs and goals – emphasize your ability to help the buyer drive impact quickly.
  4. Leverage existing relationships: If you have any existing relationships within the company, leverage them for an introduction to the new buyer to help establish trust and credibility faster.

ICP decision-maker movement is a vital sales trigger that allows you to better time and target your efforts.

Get Real-Time Job Change Data To Boost Sales

Job change events are great sales triggers and provide opportunities to win or defend accounts.

But… job changes are only actionable if you know about them in real time.

Get Live Data and unlock the insights you need to close more deals!