This introduces the importance of having a contagious Word Of Mouth (WOM) strategy -which creates involuntary marketers out of your existing customers and ultimately wins you more business (for free!)

If you haven’t listened to the first part of our conversation where we explained what a Talk Trigger is and what the structure of true and impactful Talk Trigger is -> make sure you listen to that one first (EP009 Crafting Talk Triggers with Jay Baer). It will help contextualise this second part to the conversation for you.

Reasonable (given the resources and financial investment that may be required to fulfil these experiences and consistently over time)

Relevant (to your business, your industry and your customer demographic)

Repeatable (becomes part of the business, and is available at scale to your most important customers, and beyond)

With 91% of B2B decisions being influenced by word of mouth, it is so important that we consider the stories that our key contacts might be telling their networks and design experiences that feed them with great stories to tell.

Have you ever wondered why a deal with a key account is stalling, not going anywhere fast or, at worst, heading in the direction of the competition?

In this episode we asked Jay to give us his killer question. However, he gave a QUESTION that you can use to ask YOUR Customers:

Please can you complete this sentence (in relation to working with you) :-

You won’t believe what happened to me when…(insert here)

Jay walks through the Five Types of Talk Triggers there are (and work the best). He also shares some superb real-life examples of how businesses are using these types in their businesses.

  • Talkable Where you are not just giving your clients value for money, but also value for free.
  • Talkable Every customer cares about speed, and being nimble is often unexpected. With huge potential for B2B businesses in using pace and reaction times to differentiate, what can you do or improve within your working practices to optimise speed and delight your customers?
  • Talkable Usefulness. Being massively helpful and providing informational resources will never go a miss. Maybe you are helping clients to D-I-Y (knowing that your secret sauce is almost never secret.) By removing the fear of giving away too much simply hones in on the right clients who are desperate for your support. Remember that a list of ingredients doesn’t make someone a chef!
  • Talkable Empathy. Treating customers with empathy and care used to be the norm, however we have fallen by the wayside. In a world where empathy and compassion is key and we are often suffering from empathy deficit, businesses have a real opportunity to be different in this area.
  • Talkable Attitude. Are you ready to push the boundaries - be wacky and different and add attitude to experiences?

The book really is a great read and we’d love to hear from anyone who is picked up a copy and see what you think. What ideas do you have for creating a Talk Trigger in your business? (I’ve included a spotlight below on the book for you.)

Can you create a Talk Trigger that feeds your key account contacts with the fuel for telling great stories - spreading the word and evangelising the great messages for you and your business?

The objective is to motivate people to literally spill out and tell a story about your business, however in order to do this, we need to focus on our storyteller’s audience:

  • What do we need to do to empower people to tell those stories? (Think about the customer touchpoints on their journey with you).

If you like this concept, where will you start?

  • Proprietary research into why and how customers talk
  • 30+ detailed case studies of extraordinary results from big hitters like Doubletree Hotels by Hilton, The Cheesecake Factory, Penn & Teller and also dozens of delightful small and medium-sized businesses
  • The 4-5-6 learning system for creating and activating talk triggers in your business