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Triggers Paperback – September 23, 2014
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Joe's unique way of testing--an education that cost him millions to learn--is the basis of what he teaches. He has artfully taken this knowledge and applied it to the dynamics of personal selling and has crafted a book unlike anything you'll find elsewhere. --Joe Girard, Author How to Sell Anything to Anybody --Joe Girard, Author
I recommend this book to any sales professional or marketing person as one of the most informative, entertaining and insightful books on selling I've had the privilege of reading. --Peter Morris, former Chairman Success Magazine --Peter Morris, former Chairman, Success Magazine
About the Author
Joseph Sugarman, recognized as one of the nation's top copywriters, marketers and catalog pioneers, has sold millions of dollars' worth of products through the power of his pen. In Triggers, Sugarman takes the principles he learned from direct marketing and applies them to the field of personal selling with 30 powerful techniques he calls Psychological Triggers. Psychological Triggers effectively influence, motivate and persuade a prospect to make a positive buying decision. By learning just a few of these triggers, any sales or marketing person can literally control the minds of his or her prospects and make a dramatic difference in sales success. Whether it be selling in person, convincing a friend to do something you want them to do, or creating advertising that sells, knowledge of these psychological triggers is essential to compete in a global business environment. Many of these triggers may surprise you because they are not obvious and yet are highly effective. Others are obvious but are applied in unique and different ways. Simply understanding these principles can trigger positive responses to any sales message, regardless of the form. This invaluable book offers subtle but powerful tips for any salesperson, advertising executive or marketer. In each chapter Sugarman, who is a master storyteller, uses his legendary writing skills to make each lesson entertaining and memorable. He cites examples like the time he burned down a garage to illustrate a point, or the sign he created that almost got him kicked out of the Army. You'll remember these examples long after you read them--all of them proving valuable points that can only come from personal experience. Get the tools you'll need to grow and prosper and become a master salesperson with the help of this book.
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Joe Sugarman was the first marketer to use 1-800 numbers and accept Credit Card purchases over the phone. He has sold over 20 million pairs of BluBlocker Sunglasses. He set records with his innovative commercials, infomercials and then on shopping networks.
Own this book and you will own a list of 30 triggers to transform your readers into owners of your products and services... Each trigger is helpfully provided in it's own chapter which explains and provides stories to help you understand how to discover its best use for you.
The next key is use these triggers, review them, and learn as you go.
This book provides you a guide who has mastered the craft of sales. Buy it and read it. You will enjoy it.
This book is a must read for those in marketing, advertising, sales, copywriting and any other profession that utilizes the art of persuasion.
Triggers could have included exercises that the reader could try to see if she really understands the concepts as outlined. It would have moved it from being just a reading book to an interactive learning device.
Nonetheless, the benefits are boundless. Triggers will help you to connect with your prospect, engage them on an emotional level, plus it equips you to overcome resistance--the "No Factor."
Triggers: 30 Sales Tools you can use to Control the Mind of your Prospect to Motivate, Influence and Persuade.
Michelle J. Dyett-Welcome is a copywriter and the President of S.M.A.R.T Copy Designs Inc. located in Far Rockaway, NY. [...]
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.
I have over 25 years of experience in creating effective advertising, and I've seen these principles in action over and over again.
Get this book and see how these triggers can benefit your business and personal life.
Triggers touches most all of the basic selling triggers and does so in a fairly modern way that would appeal to younger people. It is, however, taken from the old standbys that we learned over thirty years ago and were probably available before that.
But then, nothing is really new is it?
If you're new to sales or still learning, this is an excellent little book to read. If you're a pro already, you should look elsewhere.
Susanna K. Hutcheson
Executive Copy Director & Owner