Few people will tell you outright they are thinking of buying, but most will send you an advance tip-off – if you offer them trigger information.

Trigger information is specific, detailed information that is only likely to be of immediate interest to someone who is approaching a purchase decision.

For example, information explaining the differences between different types of retirement benefit is only going to be of interest to people planning retirement: it's not an exciting "general interest" read. So if someone decides to download that information, their interest qualifies them as a prospect a financial adviser would like to talk with.

Trigger information separates the "just looking" from the "thinking about buying" and lets you know its time to follow up.

One of the best uses of newsletters, e-newsletters and websites is to stay in touch with people in-between buy cycles. It's much more cost effective than spending sales time with them.

Trigger information is a way you can know when they are moving back into buy-cycle, and it's time to resume personal contact or to start sending them sales offers.