The 7 Triggers to Yes – The New Science behind Influencing People’s Decisions by Russell Granger

In his book, The 7 Triggers to Yes, Russell Granger emphasizes that people respond to emotional cues rather than rational ones.

His seven triggers to yes are:
1. Friendship trigger – likeability, trust, similar interests, dependability, fairness, compatibility, teamwork, collaboration
2. Authority trigger – authority, credibility and expertise
3. Consistency trigger – acting in a way that reflects one’s past experiences, values, feelings and perceptions - Automatic or analytic mode; Big spender or cheapskate; Joiner or loner; Social status; Risk tolerance; Peer group values
4. Reciprocity trigger – giving and receiving – physical gifts, entertainment, information, compliments
5. Contrast trigger – cost comparisons, time comparisons, energy comparisons
6. Reasons why trigger – limited time offers, exclusivity or rarity, cost
7. Hope trigger – the Revlon factory makes cosmetics and in the store they sell hope - happiness, more time, health, independence, goals and ambitions, fears, profit

He reminds us to obtain closure as 63% of all persuasive presentations end without a request for a specific action.