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Triggers: 30 Sales Tools you can use to Control the Mind of your Prospect to Motivate, Influence and Persuade. Hardcover – June 1, 1999

ISBN-13: 978-1891686030 ISBN-10: 1891686038

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Product Details

  • Hardcover
  • Publisher: Delstar Pub (June 1999)
  • Language: English
  • ISBN-10: 1891686038
  • ISBN-13: 978-1891686030
  • Product Dimensions: 8.6 x 5.6 x 0.9 inches
  • Shipping Weight: 14.4 ounces
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (63 customer reviews)
  • Amazon Best Sellers Rank: #92,551 in Books (See Top 100 in Books)

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

It's an easy read, but most importantly, it is filled with valuable information.
Critically Acclaimed
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.
Jeffrey Paul
I have even recommended it to the CEO of the company I work for as a must read book for all our marketing and sales staff.
Wayne Allen

Most Helpful Customer Reviews

185 of 191 people found the following review helpful By Larry Sheckell on April 19, 2003
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!
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56 of 57 people found the following review helpful By Harinath Thummalapalli on January 6, 2004
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.
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32 of 33 people found the following review helpful By Robert Morris HALL OF FAMETOP 100 REVIEWERVINE VOICE on May 10, 2000
Format: Hardcover 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.
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27 of 28 people found the following review helpful By A Customer on November 10, 1999
Format: Hardcover
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.
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18 of 19 people found the following review helpful By Joe Chapuis @ RequiredReading.com on May 23, 2001
Format: Hardcover
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.
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