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!

51 of 52 found the following review helpful:


Basic Premise: Emotion and not logic clinches a sale.  Jan 06, 2004 By Harinath Thummalapalli
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 found the following review helpful:


Which Trigger to Pull?  May 10, 2000 By Robert Morris
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.

25 of 25 found the following review helpful:


Outstanding! Triggers goes way beyond just selling.  Nov 10, 1999
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.

18 of 19 found the following review helpful:


Get out your highlighter...  May 23, 2001 By Joe Chapuis @ RequiredReading.com
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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