so now that we understand windows of
opportunity that is not enough by itself
it's just the beginning
now we need to understand the concept of
triggers the trigger is a specific
action that we take that gives the
customer and incentive that gives them
urgently see that's a forcing function
to get them to move towards us in this
window of opportunity to consider our
product
how can you create a trigger yes a
really good example the easiest one is
i'm going to offer you a discount if you
if you buy our product right now so
we're talking about you know at IBM
Oracle buys a competitor of ours we
would go in and say if you trade in that
product within the next 90 days we will
give you a trade-in for that and we
which equates to a discount so you can
see if you sign up within the next 90
days will give you a discount for that
that gives them an urgency to get moving
discounting is not something that I I /
I like to do but it's something light
like that it just cheapens your product
you want to create the feeling the sense
of value with them and not that they're
going to get discount let me give you
another example that I think everyone's
familiar with and it's an incredibly
effective trigger when you go to look at
expedia or travel website you go and say
i'm looking at a ticket from boston to
san francisco they know right then that
you have a window of opportunity you're
thinking about going from boston to san
francisco and you are thinking about
buying a ticket that's a window of
opportunity what they have done and it's
proven very effective is there are only
three seats available at this price or
to get this price you have to sign up
within the next you know five minutes
and that way they have seen dramatic
improvement in conversion rates for
people who are in that window of
opportunity let me give you another one
that's been very very successful here in
boston and with some of our former
students hubspot hubspot so they sell
inbound marketing tools to help people
improve their website
so what they did a brilliant move is
when you go to their site you're trying
to you know analyze what their product
is your window of opportunity are
thinking about their product you are in
their store thinking about it
how did they trigger you they offered a
free website greater brilliant to say
just you know 13 just tell me about your
company bic witness energy and we will
visit your website and then we will
email you a full score of what your
website you know how it rates and you
say but it's free
sounds good what do i need to do I just
need to get my email that's fine I'll
just get my email so and then what they
do is they have an automated tool that
goes through your website and you say
here's my email and here's my website I
want you know they go through and say
you get and a score of 82 and get you to
get and you say i want to get a score of
a hundred and it says here's the things
that you need to do to improve and they
said that to you now what's happened
here is you are considering their
services they are now pulling you into
them and they're saying here's the
things that you do well here's the
things you don't do well you are
starting to develop and it started
develop a relationship with them and
they're starting to show you some value
very very quickly so that's an example
of a a window of opportunity and being
exploited by triggers for travel as well
as a business one that's very helpful
so why is this important because going
back to Newton's first law of motion our
customers an object that's at rest we
need to move it and we need to
understand that in these windows of
opportunity
we're going to be able to move it yeah
and how do we do that we do that with
the trigger if we do it outside of the
window of opportunity we're going to be
much less successful but just to know
the window of opportunity is not
sufficient we have to have good triggers
to then exploit that window of
opportunity and get the object moving in
the direction that we wanted to sobe let
me summarize my understanding of this
windows of opportunity of those unique
moments in time when you have a much
higher chance of being successful with
the customer and use triggers to bring
the customers through that window of
opportunity
exactly so that the window of
opportunity as you just said is that
time period that you have to recognize
where your customers can be much more
open to thinking about your product
outside that they might not be
interested at all but within that you
have to identify that and the trigger is
a specific action that you're going to
take that will move that object is at
rest as we talked about Newton's first
law of motion in the direction that you
wanted to go because if we don't get it
moving as we're going to move to these
following components were not going to
be nearly as successful