Most advisory firms consider referrals, the word of mouth promotion they get from clients and centers of influence, their most important source of new business. But how many have an intentional word of mouth strategy? We close out 2018 with a fantastic conversation about having exactly that, with our guest, Jay Baer.
Jay is the Founder of Convince & Convert, a hall of fame keynote speaker, and New York Times best-selling author of six books, the latest of which is called Talk Triggers: The Complete Guide to Creating Customers with Word of Mouth.Jay explains that while many businesses strive to do the occasional thing that is unexpected or “surprise and delight” their clients, research shows that does not generate consistent new business. What brings in new clients is an operational strategy that gets clients talking. Something distinctive related to the service you provide that you can do with everyone. He cites examples in the hotel and restaurant businesses, where two examples of systematically creating word of mouth enable companies to thrive while doing no advertising whatever in industries that are traditionally huge spenders on advertising.
He outlined five different types of talk triggers, along with interesting examples to bring them to life. These examples cross over industries, from hospitality to locksmithing to real estate to medicine and financial services. Jay also gave us specific ideas for how someone can get started on this strategy right away. Following his roadmap can help any advisor understand the best kinds of talk triggers for their clients, making them immediately more referable.
Click here to listen to our conversation. We got tons of great ideas from this interview and are sure you will too!
