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Be first with recently motivated decision-makers and you are 500% more likely to make a sale.
”Master this box and you reach buyers in the 2–3 week window when they’re 5× more likely to buy.
Work top to bottom:Start→Do the work→You’re ready
START HERE
You’re pitching the sleeping market.
You find people who clearly have the problem. They agree it’s a problem. Then they say “maybe next quarter” — and go right back to living with it. That’s not a closing problem, it’s a timing problem: their problem is real but tolerable, and “it’s good enough” wins every time.
→ Are you reaching people whose problem just became urgent — or the sleeping market?
THE THREE BIGGEST MISTAKES
SKIP
You reach out to the sleeping market — people with the problem who were never triggered — so cycles drag forever.
SHORTCUT
You treat chronic frustration (“it’s always been hard”) as a trigger event, which never creates real urgency.
STUMBLE
You find the trigger but don’t track the window, so you reach out after it closes and they’re back to “good enough.”
DO THE WORK
Catch buyers in the Window of Dissatisfaction™.
A trigger event is the moment a tolerable problem suddenly isn’t. It pushes a buyer out of the Status Quo, opens the Window of Dissatisfaction, and sends them searching for alternatives:
The Window of Dissatisfaction is open just 2–3 weeks. Reach them inside it and you’re first.
Nine specific signals you can monitor with tools you already have — LinkedIn alerts, industry news, compliance calendars — so motivated buyers surface on your calendar instead of by luck. Miss the window and they’re back to “it’s fine.”
“You are not looking for people with problems. You are looking for people whose problems just became urgent.”
YOU’RE READY
Motivated buyers land on your calendar by design, not luck.
When you track triggers and reach buyers inside the window, you’ve mastered Trigger Events. Move on to Disqualifying.