It’s time to get trigger happy.

Once you've clarified the problem or job to be done that you're solving, the next powerful trick that makes that insight even more invaluable is getting down to the trigger.

It's the event or situation that motivates your future customer to seek solutions to their problems.

It’s a game-changer for those battling big corporates because you don't have the budget or time to be everywhere, so knowing the exact moment when action happens helps you become focused on your activities to drive results. Providing the insights needed to make more informed decisions about where and how to market.

Think of this like a documentary. What you want to understand is the scene where change happens. What dynamics make them act—move from thinking to action?

This little bit of insight for a startup or scale-up is gold dust.

It starts with asking the right questions when you speak with customers or even people buying your competitor’s solutions. Questions like:

What were you doing the moment you decided that now was the time to buy?

Who were you with, where were you?

Did you make the decision alone or was someone with you?

What were you trying to achieve, what problem were you trying to solve when you finally decided to take action?

Getting people to go back to that moment and unlock the feelings and discussions that were happening the moment the problem and therefore your solution or product went from being on the list of things to do or address to being prioritised provides you with the ah-ha moment you can use to unlock sales opportunities.