Why Founders Miss the Moment with Craig Elias and Brandy Old

Transcript

Most founders don’t lose deals because they lack hustle. They lose because they show up at the wrong moment, pitching someone who is still “happy enough” with the status quo. We sit down with Craig Elias, creator of Trigger Event Selling, and Brandy, startup builder and coach, to map the moments that actually make buyers move and how to be first in the door when they do.

We break down what a trigger event is, why the “window of dissatisfaction” is where buying decisions quietly begin, and how founders can stop wasting outreach on people who won’t change. You’ll hear practical startup sales frameworks like finding a motivated market beyond TAM SAM SOM, validating demand with Problem Bingo, and the painkiller vs vitamin test. We also dig into RIPES, the five-part logic buyers use to justify spend in B2B, plus how to clarify your ideal customer profile with bifurcation and a tight seven-second sales message.

Then we get tactical about go-to-market strategy: building a marketing moat with simple SEO plays like owning the domain language customers repeat, and how AI tools can speed research and planning without hiding behind tech. The big theme stays human, though: relationships, propinquity, and personal branding on LinkedIn so you’re known before the buyer is ready.

If you want better timing, cleaner positioning, and a startup sales process that doesn’t feel like begging, hit play. After you listen, subscribe, share it with a founder who needs it, and leave a review. What’s the trigger event that made your last big purchase happen?

Thanks for tuning in to this episode of Follow The Brand! We hope you enjoyed learning about the latest trends and strategies in Personal Branding, Business and Career Development, Financial Empowerment, Technology Innovation, and Executive Presence. To keep up with the latest insights and updates, visit 5starbdm.com
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And don’t miss Grant McGaugh’s new book, First Light — a powerful guide to igniting your purpose and building a BRAVE brand that stands out in a changing world. – https://5starbdm.com/brave-masterclass/

See you next time on Follow The Brand!

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