Understanding "Pshchological Triggers" To Increase Sales

by Joe Sugarman

The real underlying psychological triggers that motivate, inspire and influence a prospect to
make a buying decision are often unknown to even the most experienced salesperson.
Knowledge of these triggers can be a powerful weapon in the battle for your prospect’s
business.
Many of the triggers are very subtle, many are exactly the opposite of what you would
expect, and still others you are probably using yourself right now but don’t even realize it.
Not many books cover this area. And for good reason. Nobody else that I am aware of has
discovered the unique relationships between selling from a printed page and selling in
person. But there are some powerful concepts that are easy to learn and understand and
yet quite effective when implemented.
I uncovered many of these triggers as a result of my ability to sell a product or service
through the power of my words. In short, I was a copywriter who wrote mail order ads for
more than 30 years. I also owned the company (JS&A) for which I wrote, so I experienced
the direct consequences of all of my actions. During that time I learned what ad approaches
worked, which ones didn’t, and the underlying reasons in both instances. And I was always
amazed.
Sometimes using a trigger and changing just a few words at the end of a thousand-word ad
doubled the response. Imagine doubling your sales effectiveness with just this one concept!
And I developed 30 different triggers. Once I realized how valuable the information I had
uncovered was, and how much it could benefit anybody in sales and marketing, I decided to
share this knowledge with sales professionals.

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120 pages, Kindle Edition

First published April 29, 2011

Reviews

[Karen Briscoe · Rating 4 out of 5]

This guide is chock full of 30 sales tools. Joseph Sugarman is a master at motivating, influencing and persuading prospects to BUY from YOU. As a real estate professional that has sold over 1,500 homes, over $1.5 b in sales, I have found those that achieve success at a high-level long term over time are those with top-notch sales skills. This book is a resource to achieve a higher level of success in business. Karen Briscoe, author "Real Estate Success in 5 Minutes a Day"

[ex ex · Rating 4 out of 5]

I have mixed feelings about this book. First, I like it because it gives a powerful, easy-to-read breakdown of the major psychological triggers that are wired into human beings. Knowing them can definitely help you sell more and boost your marketing campaigns if you're in business. The writing seems a little simple but I think that is the way the book is designed, with readability in mind. The chapters are brief while offering simple stories to illustrate the lessons. All in all, I would recommend this book to anyone in business or thinking about getting into business to gain an edge, especially in a competitive field. But, at the same time, the book is dangerous because this knowledge in the wrong hands can be manipulative and lend itself to corruption. I've studied a lot in this field and seen advertisers and political consultants use these methods to push their agenda despite the negative consequences to their customers or citizens. If you've ever wondered why people are so "stupid" to follow the wrong message or act against their own self-interest, then you'll understand more after reading this book. Good people blessed with seemingly common sense and intelligence but act against their own self-interest are usually falling for one or a combination of triggers which are detailed in this book. It doesn't matter if its business, political organizations, or an abusive relationship, human beings are hard-wired in their DNA to respond to these triggers despite the negative consequences to themselves. So, yes, I recommend this for business professionals but I would really recommend it to the normal, everyday person so that they are armed with knowledge and how to avoid falling under someone's spell who is pushing their agenda at the expense of others.