Jay Baer is the author of six books, well known as keynote speaker, and the principle of Convince & Convert a consultancy. During this interview with host Paul Petersen, Jay discusses his new book and how to get your company to be talkable. Talk Triggers: The Complete Guide to Creating Customers with Word of Mouth ----more---- They discuss: Why companies fall into a trap believing they only have to be competent How to find the one thing you do differently Why word of mouth influences 90% of all B2B sales There are two parts to a talk trigger Is there a difference between referrals and stories? How to break out of a prospec'ts expectations About our guest, Jay Baer: A fixture in social media, Jay is the most retweeted person in the world among digital marketers, and the second most retweeted person in the world among B2B marketers. He is also an active venture capitalist, and is an investor or advisor to 25 early stage technology and social media companies. Jay Baer, CSP, CPAE has spent 25 years in digital marketing and customer experience, consulting for more than 700 companies during that period, including 34 of the FORTUNE 500. His current firm – Convince & Convert – provides word of mouth, digital marketing, and customer experience advice and counsel to some of the world’s most important brands. Jay speaks approximately 60 times per year world-wide, often with lessons about how business people can use today’s shifts in technology and consumer expectations to gain or keep more customers. Jay’s Convince & Convert blog was named the world’s #1 content marketing blog by the Content Marketing Institute, and is visited by more than 250,000 marketers each month. Jay also hosts and produces the Social Pros podcast, which is downloaded 65,000 times monthly and was named 2015’s best marketing podcast by the Content Marketing Awards.