The world’s most inspirational marketing, customer experience, and customer service keynote speaker Jay is a Hall of Fame speaker and emcee. New York Times best-selling author of six books. He is an Internet pioneer, a 7th-generation entrepreneur and the founder of five, multi-million dollar companies. He is an experienced pro, having given hundreds of insightful, humorous presentations world-wide. Plus, he is also an advisor to more than 700 companies since 1994, including Caterpillar, Nike, The United Nations and 36 of the FORTUNE 500.
Sales Expert Insight interview with John Golden and Jay Baer as they cover the following points:
- Jay Baer is the co-author of the new book Talk Triggers; it’s all about talking to customers and getting to know them. So what is the concept of Talk Triggers?
- How does a company start to focus on customer experience and creating talk trigger moments?
- To be effective, a talk trigger must meet four requirements: be remarkable, relevant, reasonable and repeatable. As Baer points out, this isn’t about surprise and delight and creating an amazing experience for one customer. It’s about doing something believable and unexpected that all customers can experience and talk about.
Every company can create a talk trigger. Baer recommends mapping the customer journey and identifying potential touchpoints and triggers. From there, interview new customers, long-time customers and lost customers to get their perspectives on the brand. Use that information to create something original and unexpected. What can you do that customers don’t see coming? That’s how you get them talking. Although data and technology play a huge role in customer experience, we can’t forget about the old standbys, including word of mouth.
Concept of Talk Triggers:
There is a new stat that says 82% of business to business CMOS believe that they will be competing primarily on the basis of customer experience by next year. And that makes sense because when you thought it, you sort of set your ego aside. The fact is in b2b whatever you sell; somebody else is selling something that is pretty darn similar to that. So it becomes really difficult to win on feature set or price at least over a long haul. So in a long time, Jay and his team have discovered that experience is the thing that sort of tips the balance of the scales. The word of mouth influences 91% of the b2b purchases so fundamentally everything it is also true that running a good business isn’t enough to create that customer conversation to turn customers into your greatest sales and marketing advantage.
According to Jay Baer, co-author of the new book Talk Triggers, it’s all about talking to customers and getting to know them. From there, brands can create talk triggers.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.