ER2021#7

Triggers: 30 sales tools you can use to control the mind

     This book is about how people are put into a set of mind of buying things. It is a marketing book. It start with how this person sold so many things and how great of a salesman he is. The first key point of selling he introduces is the order of ordering things. One day evening, Sugarman finished work and headed to a small restaurant. He seats himself and has a great dinner. All pleased, he goes for a chocolate ice cream with whip cream topping. This is his favorite dessert and it is his go to dessert. He calls the waitress and asks if he could have an ice cream with just some cream on top. The waitress answers that would be a "Sunday" with no syrup. He gets his ice cream and finishes it and goes for the check. That's when he noticed that the ice cream was the same price as the normal "Sunday". Another day he goes to a different cafe and tries orders the same ice cream with cream on top. Him and the waitress have the same conversation he had at the restaurant the other night. Eventually he pays for the same price for the normal "Sunday". Another day come by and again goes to a different restaurant. Has his meal and orders dessert, but this without cream. And just when the waitress goes away he asks her if she could put some cream on top. The waitress just gives a "ok" and goes on. The price is the same as a normal ice cream not a "Sunday". 

     Apparently this technique is often used in car dealers. After the customer has his mind set to buying the car, the dealer asks if they want to have the additional things. On a high percentage the customers say yes and pay the extra money. According to Sugarman, once someone has their mind set to buying something they don't quite mind having to pay for the extras. Very interesting and useful technique.

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