NEW BOOK: Talk Triggers
I did not write this book, but I highly recommend it. This was written by Jay Baer. In past blogs, I have given examples of a Talk trigger, although I did not coin the phrase. The following is a short summary:
Talk trigger is all about creating a fundamental element of your business that triggers positive word-of-mouth about your company and naturally generates growth.
Jay says that Talk triggers typically have the following traits:
- Remarkable: Surprising and delightful enough that people want to tell their friends about it.
- Reasonable: Enough to make an impact but something scalable.
- Relevant: In line with your product or service offering so it makes sense.
- Repeatable: Creates an amazing experience for all or many customers, not just one.
The example I gave in a past blog was about an air conditioning service company that, while on the roof, cleaned the rain gutters as a courtesy.
One example in the book is the chocolate chip cookies that Double Tree hotels offer every customer at check-in. Approximately 75,000 chocolate chip cookies are given out every day. Baer surveyed 1,000 Double Tree customers and found that 34% of them had mentioned the cookie up to 60 days later.
This is not rocket science; it’s all about knowing your customers and supplying a Talk trigger.
I want to go one step further and recommend a Talk trigger be given to every prospect you meet, whether they buy or not. It will be something that you will be remembered for and most likely talked about.
The Talk trigger you give need not be expensive. I relate it to the cost of a customer acquisition. The possibility of getting new customers through a referral, at virtually no cost, has a dollar value which can be applied to a Talk trigger.
I ordered my prospect “Talk trigger” and hopefully will start handing them out next week in my “one new person” meeting per day.
Although not a Tuesday Challenge, I challenge you to get your Talk trigger and then let me know what you selected and how it works for you.
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