Dramatically increase your ability to sell by learning how to control the mind of your prospect using 30 psychological tiggers to motivate, influence and persuade.
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Book Description
Editorial Reviews
About the Author
Joe Sugarman is one of America's top advertising and marketing entrepreneurs and the man who built several large busineses all through the creative power of his pen.
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Customer Reviews
Most Helpful Customer Reviews
170 of 175 people found the following review helpful
Format:Hardcover
I purchased both "Advertising Secrets of The Written Word" and "Triggers" at the same time. Unfortunately I read "Advertising Secrets" first and was very satisfied with it.
Once I started reading "Triggers" it was like reading it all over again, word for word. Sugarman has taken entire chapters from the first book and inserted them into "Triggers".
"Advertising Secrets of the Written Word" covers all of these triggers and a whole lot more, therefore it is a much better book. I love Joe Sugarman's work and enjoy reading his books, but I believe you'll be much more satisfied with the first one.
Hope this helps!
52 of 53 people found the following review helpful
Format:Hardcover
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 cycles are very long like in high dollar contract (whether it is a product or a service).
On a final note, I must say that the book is focussed on helping you close a sale but little attention is paid to the important aspect of negotiation. Anytime you are dealing with a high dollar item and the services market, negotiation becomes an integral part of the sales process. This is a very complex topic that is dependent on various factors including the cultural backgrounds of the individuals and companies involved. Overall, a worthwhile book to read to get an invaluable insight into the 30 psychological triggers. Good luck and enjoy learning from this book!
30 of 30 people found the following review helpful
Format:Hardcover|Amazon Verified Purchase
A "psychological "trigger" has three separate but related (and absolutely essential) functions: It can help to position an idea or object properly, it can suggest appropriate strategies to enhance the appeal of that idea or object, and finally it can help to make the sale. The subtitle of this book is essentially correct. Sugarman explains 30 sales tools which can control the mind of a prospect through effective (and principled) use of motivation, influence and persuasion. Each reader must determine for herself or himself which of the "triggers" are most relevant and thus will be most helpful.
Sugarman is a master wordsmith who has achieved great success in direct marketing. You have no doubt seen various JS&A ads. He designed them and wrote the copy himself. Interestingly, the same "triggers" he uses in those ads can also be used in personal sales situations. Were I designing or revising a sales training program, I would include the 30 "triggers" in the curriculum.
In Appendix B, Sugarman offers "Recommended Reading" to which I presume to add Jacques Werth's High Probability Selling and Neil Rackham's SPIN Selling. Sugarman would be the first to point out that there is no one single best book on sales. I suggest you check out the reviews (provided by Amazon.com) of all of his recommendations (and mine), then make your selections and proceed accordingly. I really appreciate Appendix D in which Sugarman provides a concise and precise description of each "trigger" followed on the same page by a worksheet, one for each ":trigger."
This book is both entertaining and informative to read. It is also refreshing to learn that Trigger #30 is Honesty, "one of the most powerful of all the psychological triggers." Sugarman insists (and I believe him) that he wants absolutely nothing to do with anyone or anything that is fraudulent, cheesy, shoddy or deceptive. How old fashioned! Sugarman really does believe that the best strategy to achieve and then sustain business success is to have impeccable character, a product or service of quality, and a sincere desire to serve. Also, mastery of various "triggers...but only if they are ethical.
Most Recent Customer Reviews
Love this book
This is one of the best books on selling I have ever read! It's an easy read, but most importantly, it is filled with valuable information.
Published 6 months ago by Critically Acclaimed
One of the All Time Greatest Marketing Books Ever Written!
If you haven't yet read this book, stop whatever you are doing and by this book today!
Joe Sugarman is a legend,and once you read this book, you will understand why. Read more
Joe Sugarman is a legend,and once you read this book, you will understand why. Read more
Published on May 5, 2010 by Issamar
DONT BE FOOLED BY THE TITLE
When I saw the title of this book I got a little cautious. I have no desire to control the mind of anyone. Read more
Published on March 13, 2009 by Andrejbenjamin
Sales Triggers For Every Sales Scenario
"Sales Triggers" would have been a much better title. Sugarman writes his book from the perspective of a `direct marketer' - print ads in newspapers, magazines and mailings. Read more
Published on September 23, 2008 by Richard Meeuwsen
A very insightful book
A must-read for anyone intrerested in learning more about how to reach potential clients and customers. Mr. Sugarman spells out what steps you need to take to reach buyers. Read more
Published on July 31, 2008 by David Kessler
Want to know how to TRIGGER the emotions of your prospect?
Triggers is a simple, common sense guide to understanding the motivations and emotional hot spots for your prospect. Joe uses his experience to bring out the concepts in his book. Read more
Published on April 30, 2008 by michelle dyett-welcome
Don't write copy without it!
Sugarman is a master copywriter and salesman. This book takes the psychology of writing copy and breaks it down into manageable separate pieces that allow even a novice to create... Read more
Published on February 19, 2008 by Tony Policci
Worth Its Weight In Gold!
Sugarman really knows his stuff and he presents it excellently! Not only did I enjoy reading this book but applying the concepts I have learned in both my print ads and... Read more
Published on September 22, 2007 by Paul Neill
Mind Control
The book has enough tips to control your prospect's mind. But the best part is the prose. It almost reads like a fable. I await a Sugarman novel. Read more
Published on July 20, 2007 by Kishore Dharmarajan
Triggers never fail!
This is another amazing book by Joe Sugarman. I
have followed him for a while and this is one of
my most favorite books by him. Read more
have followed him for a while and this is one of
my most favorite books by him. Read more
Published on April 4, 2007 by Matthew Bacak
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