The 7 Triggers system trumps every other program out there because it's not about how we sell, but how others decide to buy.

Jim Smith, National Managed Care, AbbVie Pharmaceutical
ABOUT THE 7 TRIGGERS

Stop the Madness!

We know from neuroscience that the emotional region of the brain is the ultimate driver of human choices and decisions. And yet, even the most professional among us continue to rely on an age-old paradigm of data, logic, and reason when seeking to influence those decisions.

Think about that for a second.

Traditional sales and marketing communication works against what the biology of the brain is naturally inclined to do! That’s pretty Sisyphean. And totally unnecessary.

Emotional triggers are decision shortcuts. They were discovered through research, reported on by academics, and brought to the business world by a handful of innovators who are now working with the world’s most successful organizations to produce easier and more reliable customer results.

The 7 Triggers is one of those innovators, and consistently regarded as the most practical and accessible.

A QUICK CASE STUDY
The 7 Triggers was adopted via integrated training across both marketing and sales.

7 Triggers Helps Catapult Prescription Drug to be the Largest Selling in the World

When the company producing what is now the largest selling pharmaceutical in the world wanted to ramp up the trajectory of its product sales, it on-boarded one of the very first comprehensive training implementations of The 7 Triggers formula. Shortly thereafter, sales went through the roof.

THE MISSING PIECE IN CUSTOMER ACQUISITION

The System, the Author, the Opportunity

With all the technologies now available for managing the process of customer acquisition through marketing and sales, we’ve still been left pretty much on our own to figure out what we should write, post, send or say in order to capture, captivate, and convert customers. System designer and media producer Russell Granger narrates a brief history of the 7 Triggers formula, and the gap the system fills in the technology of customer acquisition.

LEADERSHIP AND LEGACY

The Pros Get It

It rarely fails. Every time we bring 7 Triggers training to an organization populated by seasoned professionals there’s spark of recognition. Those who have been especially successful engaging customers and markets express both surprise – that they’d never seen a definitive breakdown of these elements before – and familiarity, because they instantly know that this is what works.

Only, with the 7 Triggers system it’s no longer instinct or trial-and-error. It’s a structured approach validated by science. Practical, flexible, and repeatable.

The revelation comes from a focus on people rather than process, and on the nature of customer decisions, something on which conventional sales training is typically silent. Sales and marketing folks also love the simple fact of finally having a vocabulary for customer decisions. Instead of navel-gazing on a sales process or a product plan, the focus shifts to the actual considerations that drive customers to buy.

We’re excited to be extending 7 Triggers solutions beyond the leadership teams and training rooms of large corporations with convenient new learning and tools for individuals and organizations of every size, making easier and faster customer success available to all. Persuade and prosper!

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Russell P. Granger, Program Architect

As brand strategy lead for IBM Global Business Services, Russell developed customer engagement innovations for companies such as Samsonite, Key Bank, Dow Jones, and Newell-Rubbermaid. He went on to build brand and digital design practices for New York area agencies, where his clients included Samsung, Ricoh, Verizon, Toshiba, St. Martin’s Press, and Donna Karan. Previously Russell co-founded one of the world’s first digital marketing agencies, which helped the major motion picture studios launch their online publicity operations, and was featured on CNN, the New York Times, and the cover of PC Magazine.

Success Helping Others Succeed

Following a remarkably successful career producing some of the largest-selling communications skills training programs in the financial services and technology industries, Russ was cruising the Chesapeake on his pristine vintage Chris-Craft, and writing his own particular brand of newsletter in the form of analysis and insights emailed to a group of colleagues and clients.

One of these was Gerhard Gschwandtner, founder and publisher of Selling Power Magazine. When Gerhard urged Russ to turn his musings into a book, he laughed. “I’m only compiling and commenting on others’ work,” he protested.

“That’s exactly what’s needed out there,” Gerhard argued. “Someone to distill all of this new information from neuroscience into a practical formula that people can actually use.” Russ was unmoved. Then, he got a call from McGraw Hill. Unbeknownst to him, Gerhard Gschwandtner had pitched the book on his behalf.

The rest, as they say, is history. The 7 Triggers to Yes garnered rapturous reviews from the business press, and was adopted by consultants and trainers across a broad spectrum of industries and companies.

Russell H. Granger, Author

Author, speaker, entrepreneur, executive, and instructional designer are just a few of the roles that define Russ Granger’s remarkable career. The one common denominator was his passion for helping others succeed. His consulting and training company produced some of the largest-selling skill-building programs in several industries, and today brings persuasive customer engagement programs to leaders, marketers, and sales teams from small start-ups to Fortune 500 corporations.