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