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Mars_349_shadowNearly 20 years ago, Mars candy bars surged in popularity quite unexpectedly.

It was unexpected because the company that produced, and still produces, the candy bar didn’t have a new marketing campaign, they hadn’t made any changes to the product, they hadn’t spent more advertising dollars…nothing had changed on their end.

So why was there a surge in sales?

1997 was the same year NASA launched a rocket into space carrying the highly publicized Pathfinder expedition probe. Do you remember which planet that probe would soon study?

You’re correct if you said it was the planet Mars.

The media attention given to the planet via the NASA expedition triggered popularity in the candy bar.*

I’m not exactly sure how the marketing team at Mars, Inc. missed the opportunity to intentionally create a campaign to leverage that opportunity. They certainly proved they weren’t a bunch of rocket scientists over there. They were simply fortunate to get what they did receive in increased sales.

Trigger events. They’re constantly occurring around us, and within our online sphere, all day/every day. They’re opportunities upon which to capitalize, but only A). if we can recognize them, and B). if we know how to respond.

That’s where today’s resource comes in.

Global Head of Social Media & Content Marketing at @CognizantGerry Moran (@GerryMoran), wrote a post on his site earlier this year and I want to make sure you don’t miss it. He titled it: 30 LinkedIn Sales Triggers.”

Moran begins it by addressing my points made above about triggers (focusing primarily on the first one in this post):

  • Can we recognize them?
  • Do we know how to effectively respond to them?

He addresses them with these opening words:

“The key to social selling success is fishing where the fish are. You might be fishing where the fish are, but you do know what to do when you get a nibble on the line?”

This resource focuses on triggers found specifically in LinkedIn. He cites 30 different triggers to watch for.

Note: You may be thinking, at this moment, that you already know what the LinkedIn triggers are. If so, do yourself this favor. Grab a pen and some paper and write down 30 of those triggers. Then, when you fall short of 30 triggers, read on…

Moran’s 30 triggers are listed within the post in a graphic and also later in the text of this resource. You won’t miss it.

The rest of the post is written covering these 2 sections:

  • 5 Reasons Why It’s Important To Pay Attention To Social Selling Triggers
  • Here’s Some Research To Hook You Into The Decision-Maker

The author repeats the list of triggers later in the post and addresses the aspects of knowing what to do when you see a trigger occur.

His advice on this is something I also recommend, and that is to sign-up for email delivery of his posts. You’ll find a variety of ways to respond to triggers in his past and future posts.

As for that Mars bar trigger I mentioned earlier, now that you’ve read this post, don’t be surprised if you find yourself at the grocery store checkout line sometime this week and [before you realize it] you’re handing a Mars bar to the cashier to purchase and eat on the ride home.

It’s not your fault. You can blame those calories on me.

[Reading Time of Moran’s Article: 3:00 minutes]

* Adapted from Jonah Berger, Contagious (Simon & Schuster, 2013)
QUESTION ::: What additional triggers do you see out there you’d like to share with your peers?

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Email_2_-_309_shadowThis week’s links offer A LOT of optimization advice for being as effective as possible in your cold emails, as well as 33 little ways to give you a big ROI for what you’re doing in LinkedIn.

Come back and visit this blog every Friday for my Friday Sales Growth Links feature where I filter online resources to help you grow in your sales career:


Sales Hacker Blog
7 Sales Email Secrets to Drive Deals Forward
First off, you do NOT already know all of this information, so you should definitely check out this resource. It’s extremely useful and informative.

Director of Sales at Yesware, Mike Haylon (@mhaylon for @saleshackerconf) presented this information so you can either read it as a regular post or scroll to the end and press play and click through the slides in the presentation provided.

Key Quote: “Best practices:

1. Identify the top performing templates.
2. Understand why they worked well.
3. Share the good templates.”

Make use of this one, and be sure to pass it on to your colleagues. #usetheseeveryday
[Reading Time: 4:00]
[BONUS: Audio Presentation Time: 25:09]


Marketo Blog
Marketo Data Tells Us: Which Type of Emails Have the Highest Conversion Rates?
Platform Product Marketing Manager, Johnny Cheng (@marketerjohnny with @marketo) keeps us on the email optimization theme with these helpful findings you should put into practice starting today, beginning with your trigger email.

Key Quote: “Trigger emails perform 3x better than any other email type. This shouldn’t come as a surprise to anyone that’s done trigger emails. The power of personalized messages based on behavior is powerful.”

Don’t miss the “Key Take-Aways.” #bemoreeffective
[Reading/Listening Time: 2:30]


SalesFolk Blog
How to Write Unforgettable Cold Emails
Kathie Irwin (@buildingspeak for SalesFolk @HeatherReyhan) created a post to keep us going on the email topic with a strong focus on storytelling and story development.

Key Quote: “…the best stories are like little brainworms– sticking around in our brains, occasionally coming to the front of our minds when something triggers it. Most cold emails are a soulless march through benefit after benefit, ending in a desperate plea for your prospect’s business.”

Keep an eye on the SalesFolk blog for useful content you can read and immediately put into action. #onceuponatime
[Reading Time: 3:30]

33 Tweet-Size LinkedIn Tips You Need to Try
Lily Herman (@lkherman) created a post featuring this valuable infographic originally created by @Ethos3. It offers 33 bits of advice, each in 140 characters or less from a wide variety of people.

Key Quote: “Being fans of tweet-sized tidbits of career advice, we thought we’d make the process of learning the latest facts about LinkedIn way easier. Check out the infographic below to learn what you can be doing to make your professional profile the best one ever in just 140 characters or fewer.”

Think of this as tapas-style social selling optimization at its best (I didn’t even know that was a thing). #bitesizeadvice
[Reading Time: 3:00]


>>  View past posts for Friday Sales Growth Links  <<


Click here to download our free guide:
2015 Guide to Sales Optimization: Restoring Sanity to Sales

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