Craig Elias explains what 'trigger events' are and how they can boost your sales. He explains how emotion comes into play, and the three types that exist, bad experiences, change or transition, and an awareness strategy. Craig goes on to talk about three different buying modes and why one of these three is the key to making trigger events work. If you haven't heard of the "window of dissatisfaction" you are missing an important instrument for your sales tool box.

Craig Elias, a leading authority on trigger events and creator of Trigger-Based Selling. Craig has been featured on MSN news, in the New York Times, Sales and Marketing Magazine, The Wall Street Journal, and business 2.0.