The Practical Science Formula Anyone Can Use

 How to Be More Influential and Get More Yes in Your Life.


What is it that makes people take an interest, buy a product, sign an agreement, support a cause? What is it that actually motivates people to make a decision?





Between people. Among teams. Across markets.

For leaders, marketers, and salespeople.

Trigger training and tools give you powerful insights and proven methods for achieving your goals with others. It’s neuroscience, and it works.

Learn how to use the 7 critical emotional Triggers and immediately start to –

 Connect faster and more deeply with colleagues, clients and customers
 Activate others’ emotional brain to avoid laborious logical analysis
 Choose the messages most likely to result in YES decisions
 Plan and analyze persuasion strategies that actually work
 Win with a practical formula to get more YES in your life


Based on the Book That Changed Everything.



Using the formula developed in Russ Granger’s critically-acclaimed book, certified 7 Triggers training focuses on tactical application by using actual brand messaging and real-world customer challenges.*

* Program participants are invited to complete an online pre-work segment that specifies the features and benefits of their particular products or value proposition. Workshop time is spent crafting and practicing “triggerized” messages to be used immediately in the field.

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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.”



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 ›


How Tim Cook Could Have Made a More Persuasive Case

If Tim Cook’s ‘Message to Customers’ was intended to persuasive, he might have taken a cue from the emotional connection achieved so often in his products.

Read More ›


Want to Be More Influential? It’s Not Your Style.

HBR’s “influencing styles” is an interesting exercise, but hardly applicable if your goal is to actually become more influential and persuasive.

Read More ›

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