The Simple Science Formula


Smarter Marketing  •  Stronger Sales  •  More Profitable Relationships





We’ll leave it to you to decide if this is an unfair advantage.

 The neuroscience of influence and persuasion  distilled for practical business application.


#lead   #brand   #sell   

The 7 sure-fire ways to capture and convert customers according to proven science. Learn to use them and –

 Connect faster with colleagues and customers
 Activate your customer’s emotional brain and avoid laborious logical analysis
 Choose the questions and messages that will result in YES decisions
 Plan and analyze marketing & selling strategies that actually work
 Win business with a practical formula grounded in science



Based on the Book That Changed Everything.


With the formula developed in Russ Granger’s critically-acclaimed book, certified Trigger training is tactical practice building more persuasive marketing and sales communications using your actual products and services and your real-world customer challenges.

Learn more about Trigger training.


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Some of the world’s largest and smartest companies are using the 7 Triggers system to boost business and profits.


Actual reviews from healthcare, technology, engineering, and financial services.

“The 7 Triggers to Yes trumps every other business development program out there because it’s not about how we sell, but about how others decide to buy.”

-Jim Smith, Sr. Sales VP, AbbVie

“The 7 Triggers helped us sell our biggest account ever. Within weeks after completing the 7 Triggers course and putting its techniques to use, we secured the largest single account transaction in the company’s 100 year history."

-Ernie Weeks, VP Sales, Utica National

“It’s so simple that it’s brilliant. It gets the conversation going because I’m getting that emotional currency that I know is important, and it’s not just some standard sales process question.”

-Stan Bastian, Sales VP, Raptor

“Triggers is really a great tool to sell and accomplish your objectives out in the field. From an organizational standpoint, it’s a big success.”

-Josh Allen, Sales Director, Pharma Group

“The Triggers approach makes customers feel more relaxed and conversational. You get the material you want or the information you need without being pushy, or walking away feeling like you didn’t accomplish anything.”

“A fascinating window into how we really influence other’s decisions and behaviors."

"As a trained MBA, I made business presentations for years using logic, reason and data. I now see there is a more effective and much more efficient way to persuade and influence others."

“A fascinating, step-by-step guide to success in the 21st century, The 7 Triggers to Yes belongs on the list of every executive.”

"Every meeting is now planned around the 7 Triggers. This program has helped grow new assets, enhance current business and open new accounts."

“Outstanding! After 44 years of persuading with reason and logic, The 7 Triggers to Yes showed me a much better, easier way to get positive results."

"The 7 Triggers program is excellent - it’s working for me, for our team, and I heartily recommend it. This works!”

"Distills the latest research on brain imaging into practical, easy-to-apply advice for influencing people by understanding their emotional triggers."

“People often ask me why I've been so successful, and I couldn’t really say. But after The 7 Triggers workshop, I could give a better explanation: Because I’ve used these Triggers consistently throughout my career.”

“Our reps felt the training will result in substantial increases in premium revenue and create better customer relationships. A great program.”

"Very practical, real-world application to my field sales force. The benefit has been to re-focus our selling efforts to what is really important.”

“A fresh insight to sales to sales and building relationships. Very real-world. Simply put, this is how we make decisions.”

“An outstanding development in persuasional sales, plus an excellent daily reference in helping me achieve greater heights."

"Excellent, very insightful new perspective on connecting with my customers – the course provides more and different strategies for achieving greater sales.”

“This is as real as it gets. We were able to use an opportunity that we are currently going through and put steps / triggers together to make it successful.”

“This program applies to every single day of my life – every time I pick up the phone and every visit I go out on. The 7 Triggers will help take me to the next level. I now have something not many others have.”



Batter Up! Hitting Fastballs with the Emotional Brain

The slow, plodding, analytical brain is a performance killer when fast decisions count. Want quicker sales and faster agreements? Go emotional.

Read More ›


Reagan’s Power of Persuasion

Ronald Reagan’s handling of Mikhail Gorbachev at their first meeting in Geneva is by now the stuff of legend. A look back reveals how brilliantly the president used a key persuasion trigger.

Read More ›


Healthcare Sales: Diagnosing Doctors’ Decisions

Evidence that a doctor’s diagnosis is influenced by emotional factors may be bad news for misbehaving patients but it’s good news for healthcare sales reps.

Read More ›

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