Triggers: How to Use the Psychological Triggers of Selling to Motivate, Persuade & Influence

by Joseph Sugarman

Book Overview

We have been selling things since ancient times. Almost always we are trying to convince others of something, to do something or give us something. Therefore, whether or not you are a sales... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 1891686038
• ISBN13: 9781891686030
• Release Date: June 1999
• Publisher: Delstar Pub
• Length: 180 Pages
• Weight: 0.99 lbs.
• Dimensions: 9.0" x 1.0" x 5.5"

Customer Reviews

Basic Premise: Emotion and not logic clinches a sale.

Most experienced sales people and books will tell you that the sales process is an emotional one and logic plays only a secondary role. The author of this book (Joseph Sugarman) takes this concept to the next level and introduces 30 psychological triggers. These triggers (or sales tools) if used correctly by the seller will influence the buyer's state of mind and dramatically increase the chances of a sale. The author takes these 30 important triggers and devotes a chapter to each and every one of them with clear explanations and examples of why and how these triggers work. Here are just a few sample triggers - Greed, Consistency, Product Name, Prospect Nature, Integrity, Storytelling, Objection Raising and Objection Resolution. There are a few triggers that are very hard to dispute. The best example is the Exclusivity trigger. Almost every one of us falls for this technique if we are in the market for the product and can afford it. Sometimes, even when we are not in the market and can't afford it, we still seem to fall for this one.There are a few triggers where I found it difficult to agree with the author on some of the premises. For example, in the chapter on the Sense of Urgency trigger, he states in so many words that it is okay to use some very bold tactics to create a sense of urgency if it looks like you are going to lose the prospect. The author even hints that you really don't have much to lose so it's okay to use certain tactics that I thought were inflammatory. The problem with this approach is that some individuals will never go back to the salesman or the company that hired the salesman. I think one has to consider the possibility that this could turn into a public relations and marketing problem.But if you take some of the triggers and their explanations with a grain of salt, I think this is a great book overall.After reading this book, I wondered why logic fails so miserably where emotion succeeds so easily in the sales process. I think the answer lies in the fact that the buyer has to be an expert in order to correctly apply logic and compare any two products. In most cases though, the buyer is not an expert and hence abandons logic and succumbs to emotional triggers in making a decision. Apparently, even in cases where the buyer is an expert, the chances of abandoning logic in the face of very strong emotional triggers are very high.If you are new to sales, there is a lot you can learn from this book (as I did). If you have a decent amount of experience in sales, this could still be an interesting read. Two things that struck me about the techniques in this book is that it can work beautifully in situations where you are selling products and in situations where there isn't a long term relationship involved. I am really not sure of the effectiveness of the techniques in this book in the services market and plan on experimenting slowly over time. I am also not sure if the techniques work as well in situations where the sales cycl

Get out your highlighter...

Over a period of 10 years, Joe Sugarman was responsible for selling 20 million pairs of BluBlockers sunglesses. Anyone who can sell 20 million of ANYTHING, is worth listening to when they talk. Don't be mislead by its compact size, this little book packs a powerful punch. Sugarman gets right to the point, and explains his understanding of the 30 psychological triggers which have helped him to enjoy phenomenal sales success. It's a quick read - but don't put it down when you're done. If you're in business, you NEED to know this stuff. Get out the highlighter, read it again. Then, take notes. That's what I did. I now have my Joe Sugarman "Triggers Cheat Sheet" that I refer to on a regular basis. It's not as comprehensive as some of his other titles (i.e. Advertising Secrets of the Written Word), but just as valuable - absolutely required reading.

Must Read For Anyone Selling Anything To Anyone!

I write advertising copy that has to sell. If it doesn't sell, I don't eat. I live or die by how effective my words are at getting people off of their couches, over to a phone and calling up to order. And, I know that the only way to do this most difficult of jobs, is to trigger psychological forces buried deep inside the subconscious brain. If you want them to buy, you have to trip those psychological triggers which create emotional reactions compelling people to buy. If you get really good at this, you will make more money than you'll know how to spend. And, you have two ways to get really good at tripping psychological triggers: 1. Study and practice for a dozen years or so, or, 2. Read Joe Sugarman's incredible book,"Triggers: How to Use the Pyschological Triggers of Selling to Motivate, Persuade & Influence"...and know how to do it in a few hours of fun reading! This book is so awesome because it's based on Joe's real world experience and not on theory or guesses. Plus, it's laid out in way that anyone can "get it" immediately. Since reading it, I now use it as the main tool I refer to whenever I have to create a new piece that sells. It's so good, that using it, gives me an almost unfair advantage over my former competitors! I'm so much more effective now, that my accountant is complaining about keeping track of all the extra money I'm bringing in for myself and my clients. So...get Joe's book NOW, before he sells out. I hear rumors that after this edition is sold out, it might not be re-printed. If you really claim to want to sell more of whatever you sell, then you have no choice but to stop reading this NOW and place your order for the book. Otherwise, you're blowing a once-in-a-lifetime opportunity to solve your biggest problem, and end your frustration with not selling enough!

Outstanding! Triggers goes way beyond just selling.

Joe Sugarman, the marketing genius who convinced us to buy over 20 million pair of BluBlocker sunglasses shares his priceless wisdom on how to influence anybody, in business as well as in our personal life. 30 sales tools (Triggers) are easy to use and very practical. My investment of $20 bucks went far. His Trigger #30 helped me generate $30,000 off one well written letter alone. For those who are serious and want to sell more, market better and communicate more effectively, I highly recommend you get Triggers, ASAP.