🎯   Trigger Events
🧠  What Won’t Change?
🏥   Business Health
🎯 Trigger Events
Wayne Gretzky famously said, “I skate to where the puck is going to be, not where it has been.”
Trigger events will tell you where your customers are going to be.
When I ran a recruiting agency, we obsessed over the situations that triggered a company to hire salespeople.
The trigger events ranged from turnover to promotions to opening new offices, and everything in between. These small insights allowed us to adjust our marketing strategy to be our customers’ first choice when they were ready to buy.
What was interesting is the trigger events changed with the economy.
When times were good, the triggers were driven by growth. When times were bad, the triggers were driven by necessity and defense. When we understood that, we could grow no matter the market conditions. This became our competitive advantage.
In the Great Recession of 2008-2009, our company grew while the rest of our industry suffered. Why? We were able to rapidly adjust and focus on the small niches that were still buying.
Focusing on trigger events empowered us to look forward, reframe our value proposition, and proactively market to companies with defined needs.
As the economy softens and we wrestle with uncertainty, look forward and re-evaluate how and why your customers buy. This will supercharge your marketing by making it more focused and relevant.
One Stat to Watch
-55%
The proportion of manufacturers planning to increase capital investment plummeted by 55% between October 2024 to March 2025, according to data from the Philadelphia Fed’s manufacturing survey.
đź§Â What Won’t Change?
To combat uncertainty, look for certainty. What won’t change?
A few years ago, Jeff Bezos was asked, “What do you think will change over the next ten years?”
‍Bezos bristled at the question. He said, “It is a very interesting question. It’s a very common one.” But he argued it’s the wrong question. He said the better question to ask is, “What’s not going to change in the next ten years?”
What won’t change is where to build a business strategy, especially in volatile or uncertain markets.
Amazon anchors its strategy on three constants. Amazon knows its customers want:
- Lots of choice;
- Low prices; and
- Fast delivery.
Bezos said, “When you have something that you know is true, even over the long term, you can afford to put a lot of energy into it.”
When the rest of the market freezes, you still have an opportunity to step forward with certainty. Look to your constants. What won’t change in the next ten years?
🏥 Business Health
Developing buyer personas can be impersonal. You identify your ICP, or Ideal Customer Profile, by looking for traits:
- Industry
- Size of Business
- Demographic data: age, marital status, income
- Psychographic data: mindset, values, interests
By compiling the traits, you can define who your products and services serve best.
The missing element in a buyer persona is Business Health. Are your customers thriving or surviving, or somewhere in between?
Business Health can be divided into four stages:
- Thriving
- Stable
- Slipping
- Bleeding
Thriving and Stable companies are growing, whereas Slipping and Bleeding companies are in decline.
As you segment your market, consider Business Health. Are your products and services more relevant for companies in decline or growth?
Pain is powerful, but so too is aspiration. Small tweaks in approach can unlock even more relevance and value from your target market.
🤔  Thoughts on Today’s Issue?
We’d love to hear your feedback. Message with any thoughts, comments, or ideas for future issues.
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