Read Joe Sugarman's Sales Triggers For Top Direct Marketing Leverage: Find A Review Here" Part I

Joe Sugarman is a sales and marketing legend. In his book “Triggers” he describes how he was always looking for an easier way to sell his product by finding ways how to motivate or provoke possible clients to buy the products he was promoting.

So studying the reactions of his prospects he found out how to foresee their reactions. He just needed to activate some psychological triggers and selling became easier. By being curious he invented new global marketing strategies.

In his book he talks about his jobs writing mail orders, selling calculators, sunglasses, cordless telephones and space-age products in his company JS&A and a lot more direct marketing products and he also did live television selling at QVC.

He caused a marketing revolution. Joe Sugarman was named “Direct marketing Man of the Year 1979” and the Maxwell Sackheim Award for the best direct marketing campaign in 1991.

Follow his triggers and learn from him. There are 30 triggers, with witty titles and easy to read.

They are a Must for every global direct marketer who wants to be successful in his opportunity.

Here is a quote of the first introduction paragraph of J. Sugarman’s “Triggers”:

“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. (…)”

“(…) 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.” (…)

Sounds like direct marketing magic right ? Great ! Go on reading….

Here are the first fifteen chapter titles:

1. The Ice Cream Ordering Sequence

2. When Your Neighbor Kicks the Bucket

3. Love and the Campus Hooker

4. Raising Dirty Laundry Up a Flag Pole

5. Turning Money Poop into Shinola

6. The TV Salesman's Secret

7. Your Money or Your Life

8. Talkin' Story in Hawaii

9. Instilling Authority in the Men's Bathroom

10. Our President Drives a Rabbit

11. Gorilla Survival Tactics for Marital Bliss

12. The Devil Is in the Logic

13. The Last Temptation of the Well Heeled

14. Brain Surgery for Dummies

15. The Art of Extreme Passion

These are the first chapter titles of “Triggers”.

Funny, hm ? Go on reading.

• But what is the difference between ordering a chocolate sundae or chocolate ice cream with whipped cream ? Learn the art of consistency.
• What is the difference between enumerating the characteristics of your product and relate it directly to your prospects needs ? Learn to understand your product’s nature.
• What is the difference between focusing on a well accepted group or a not so well accepted group ? Learn to understand your prospect’s nature.
• What is the difference between selling an ugly and a beautiful product ? Learn to raise and solve objections.
• What if something goes wrong in your sales presentation? Learn to convert negative events in positive ones and solve objections.
• What is the difference between praising your product and making people imagine they are using it already. Learn how to create involvement and to transmit ownership feelings.
• What does walk your talk mean ? Learn how to be in alignment with what you do and say, show integrity.
• What is the difference between you presenting your product and you selling by telling a story ? Learn storytelling.
• What is the difference between calling your company “ Jack and Ed’s Videos” or “American Symbolic Corporation” ? Learn to brand yourself as an authority.
• What is the difference between offering your product for $59.95 first and then the $99.95 one or offering the $99.95 product first and then the $59.95 one. Learn to provide value to your prospect.
• What is the reason for buying a Mercedes ? The ABS braking system or the prestige ? Learn to use the correct emotional words.
• People buy on an emotional level and they justify their purchase with logic. Learn the logical arguments in favour of your product.
• What if you offer your product for $19.95 and it actually costs $99.95 ? Learn to provide more value than your prospect expects and count on his greed.
• What about selling grapefruits with sheep noses ? Learn how to give technical explanations in order to increase your credibility.
• What about pushing your prospect over the edge ? Learn satisfaction conviction.

I resumed the first 15 triggers. This article will be followed by a second one with a summary of the other 15 magic direct marketing triggers by Joe Sugarman that will enrich and enlighten your sales and marketing strategy.

It also might give you sales and marketing ideas.

As I said: to be continued...