CANA Symposium Keynoter To Show How “Trigger Talk” Generates More Business

CANA Funeral Industry News Funeral Industry Press Releases January 3, 2019
CANA 2019 Symposium Presenter Lemin

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CANA Symposium Keynoter To Show How “Trigger Talk” Generates More Business

WHEELING, IL – Customers expect more from you today than ever. What are you doing differently to meet their needs? You might say you offer the best service. But that’s what your competitors say, too.

The CANA Cremation Symposium provides owners and managers of funeral homes, cemeteries, and crematories with practical solutions for better serving their clients and growing their businesses.

There’s a better way to differentiate yourself, according to Daniel Lemin, keynote speaker for CANA’s 2019 Cremation Symposium and co-author of the new book Talk Triggers. It’s about creating conversations, or what he calls “trigger talk.”

The first step is to listen to your customers. This doesn’t mean poring over survey responses or combing through online reviews. It means having in-person conversations with customers to find out what their pain points are and what they really want. It means identifying a gap — an expectation gap — that you can plug.

This, in turn, creates valuable marketing opportunities. This deeper way of connecting with customers is what people will focus on when they talk about you. And with 50 to 90 percent of all purchases influenced by word of mouth, that’s significant. What’s more, half of these recommendations happen offline.

Offline recommendations have more persuasive power than online ones do; body language, facial expression and tone of voice are all magnifiers of the message. How do you make sure that message is positive?

Plug the expectation gap with a talk trigger. Have an intentional word of mouth strategy. Join CANA in February at the 2019 Cremation Symposium and hear Daniel Lemin explain all this in person. To see the complete program and register, go to

See you in Vegas!


Daniel Lemin is a startup co-founder, advisor and bestselling author on reputation management, digital marketing and social media customer service. He was an early member of Google’s global communications team and is the CMO and co-founder of Selectivor, a food intelligence startup that helps people stay healthy through personalized eating. Lemin’s new book with co-author Jay Baer, Talk Triggers, explores word-of-mouth marketing and lays out a framework for generating crucial customer conversations. A sought-after presenter and commentator, Lemin released his first book, ManipuRATED, in 2015.


Founded in 1913, the Cremation Association of North America (CANA) is an international organization of over 3,300 members, composed of funeral homes, cemeteries, crematories, industry suppliers, and consultants. CANA members believe that cremation is preparation for memorialization.