Book Review: Triggers: 30 Sales Tools You Can Use To Control The Mind…
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Book Review: Triggers: 30 Sales Tools You Can Use To Control The Mind…
One of the things I admire about Joseph Sugarman’s work is his studied focus on the effect of his marketing efforts, and continually improving his marketing message until it maximizes his results.
This book is about psychological triggers that influence someone to make a buying decision for your product. He illustrates each one of his points with a fun story.
Here are a summary of some of his triggers:
Trigger 1 Consistency: After you make a transaction, it’s easier to create an upsell. Therefore, your marketing goal is to sell your potential customer something (no matter how small), in order to create the possibility for a larger sale later.
Trigger 2 Product Nature: Before you can sell your product/services, you need to understand how your prospect relates to what you’re offering.
Trigger 3 Prospect Nature: Make sure you likewise understand who you’re selling to in creating an effective marketing strategy. Focus on the emotional needs your product will solve (especially for B2C). People buy for emotional reasons, but justify the purchased based on logic.
Trigger 4/5 Objection Raising/Resolving : Point out the flaws in your offering and then resolve them. You don’t need to overwhelm with negative points, just the obvious ones that your prospect will immediately notice.
Trigger 6 Involvement and Ownership: In your copy, paint the image of the prospect using your offering. The more you can have them visualize what you’re selling, the stronger the emotional connection you can create.
Trigger 10 Proof Of Value: If you have a low-price and a higher-priced offering, lead with the higher-priced offering in your copy. Your low-price offering will look less expensive in contrast, and create a strong buy motivation.
Trigger 13 Greed: The higher the price point, the more effort you generally need to spend to sell it. Dropping the price while showing tremendous value will trigger a greedy reaction.
Trigger 16 Linking: People naturally want to associate your offering with something else in their world view. Make it easier to do so (e.g., “Vitamins for your car” or a “tune-up pill”).
Trigger 17 Desire To Belong: Match the group that your prospect desires to be in with your offering. The human need to “belong” is deeply imprinted.
Trigger 19 Sense of Urgency: When someone says, “Well, let me think about it first” — you’ve most likely lost the sale (since people will forget your presentation). Instead, you need to give them an incentive to buy now. Make the urgency sincere and appropriate for what you’re selling.
Trigger 21 Simplicity: Don’t overwhelm the prospect with choices. Too many choices will lead to indecision. One or two will allow them to focus. There’s always time later to upsell more choices after you’ve made your first sale.
Trigger 23 Specificity: Use actual numbers in your copy (”242 miles of blood vessels” instead of “miles of blood vessels”). If you make a specific numerical claim, your message is more credible.
Trigger 25 Patterning: By having your prospect to agree with your statements, you create a minor form of hypnotism, which will bond them to you, increasing your trustability.
Trigger 26 Hope: Besides greed, people are always hopeful for something better. Give them a reason to keep hoping that their life can be improved.
Trigger 27 Curiosity: Leave something to the imagination in your copy. The natural curiosity will cause your prospects into action.
Trigger 28 Harmonize: Instead of trying to sell something never-before-seen, sell something familiar that people are actually buying. It’s easier to sell than to educate.
Trigger 30 Honesty: If you make mistatements, your prospects will uncover them. The more truthful you are, the more responsive your customers.
Book Review Triggers 30 Sales Tools You Can Use To Control The Mind - To learn more about this author, visit Jay Hamilton-Roth's Website.
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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I've created this section on my site to share some of the incredible tools that I've used to build my business. I hope you too can benefit from them and look forward to hearing your feedback on the reviews! - Visit Evan Carmichael's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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