Trigger event

A specific, observable change at an account that opens a window for a relevant, personal, non-pitch touch. In PH automotive: a model launch, a new digital- or marketing-head hire, a website relaunch, a major campaign start, an executive move, a dealer-network announcement, an awards entry. The kind of signal worth acting on the week it happens.

Source: Sales practice popularized by Craig Elias (Shift!, with Tibor Shanto). Elias’s argument: a change event — new leader, new launch, new problem — briefly opens a buying window that no amount of pitching can open on your schedule.

First used in: 1.6 · The account system