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The Power of Persuasion
for More Profitable Customer Connections
Among many remarkable case studies, 7 Triggers is credited for helping make Humira the largest selling and most profitable prescription drug in the world. Teams adding 7 Triggers to their practices average a 30% increase in sales; individuals average a 2X increase in closing ratios and commissions.
First detailed in the business bestseller authored by Russell H. Granger, The 7 Triggers to Yes (MacGraw Hill, 2008), the simple yet powerful formula for persuasive communications made its way by word-of-mouth alone to companies like Hearst Publications, Morgan Stanley, Cisco Systems, Abbvie Pharmaceutical, Liberty Mutual and others.
Unique, almost singular in its format as a highly flexible but specific set of guidelines for more productive customer communications, the 7 Triggers methodology serves as
a powerful amplifier; a power boost for existing sales and marketing practices to produce more buying decisions.
The apparent simplicity of the formula often belies its genius, and tends to cloud some of the challenges to effective adoption and implementation. When properly aligned with customer experience practices, however, substantial performance improvement is often rapid and dramatic.
Recently revised and updated by the author's son, Russell P. Granger, 7 Triggers programming now reflects over a decade of on-the-ground, in-the-field applications across a wide variety of industries and practices. Available for both individuals and organizations, new online courseware, coaching, and custom software form a suite of learning and tools to match any business practice seeking to capture, captivate, and close more customers.
The Accidental Bestseller
RUSSELL H. GRANGER
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 his programs help leaders, marketers, and sales teams from small start-ups to Fortune 500 corporations.
Following a remarkably successful career producing some of the largest-selling sales and communications skills training programs in the financial services and technology industries, 7 Triggers to Yes author Russ Granger set about cruising the Chesapeake on his pristine vintage Chris-Craft.
Never one to retire completely in any aspect or manner, Russ continued researching his lifelong interest in psychology, human behavior, and neuroscience, and began 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 urged by Gerhard to turn his musings into a book, Russ 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, Russ 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.
Business Leaders on The 7 Triggers
“What I love about the 7 Triggers is that it does a great job of turning complex concepts into easy-to-understand messages.”
“I love it. It's a framework to hit consciously on as many triggers as you can, rather than just hoping to hit them by the seat of your pants.”
"Client relationships can take a long time to cultivate. This can help accelerate that process and make them a lot more successful."
Phenomenal Results –
Under The Radar
7 Triggers programming produced results so pronounced that it made its way through the corporate world entirely by reputation and word-of-mouth alone.
We lost Russ Granger, Sr. to melanoma shortly following publication of the original book, and for years no one was promoting or selling programs based on it.
But you can't keep success quiet for long.
When I investigated what was being accomplished at these companies using Dad's work, I was thunderstruck! The case studies, the results achieved, were phenomenal. I had worked with Dad's sales training firm at various points over the years, and we had never seen results like this.
Inheritance is a grievous gate to opportunity, but there was some consolation in knowing that my digital media expertise would help accomplish one of Dad's unrealized ambitions.
Known as "Big Russ" not for his size but for a large presence and personality, he was always in demand as a speaker and trainer at major corporations.
But Dad had the heart of an entrepreneur, and wanted more than anything to share his skills for success with every individual, team, and small business eager to exceed the status quo, improve their fortunes, and make a difference in the world.
During my audit of what corporations were doing with the 7 Triggers formula, I was asked more than once (and not always jokingly!) to please not share with others the secrets of training and field application that had been developed...
OK, sure 🙄
I'm so proud to be delivering on Dad's promise and legacy. My only regret is that he isn't around to hear all the success stories from those who are crushing it using the new online programming.
Dad lived to help others succeed. His work lives on!
Persuade and prosper,
Russell P. Granger
P.S. I am also one of Dad's success stories. And when you sign up for one of our programs, you'll see exactly how the 7 Triggers not only helped me start my own agency, but also to close every account I went after in my first year in business.
IT'S SCIENCE. BUT IT WORKS LIKE MAGIC.
It's time to put more yes in your life!
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