September 11, 2017

#563. Leverage Social Media in Account-Based Selling. With Garrett Mehrguth.

Garrett Mehrguth, CEO of Directive Consulting, joins me on this episode of #Accelerate!

KEY TAKEAWAYS

[2:46] Garrett says the single biggest challenge facing sales reps today is differentiation — presenting your niche and value proposition, and including content that adds value to the prospect.

[3:53] Garrett tells how to create differentiation. The human-to-human connection is first, but differentiation comes from showing how you’ve solved similar problems for others.

[5:14] Garrett discusses increasing revenue potential in every stage of the pipeline through the use of social media. He explains how Facebook ads target can your CRM contacts.

[10:06] Garrett gives numbers for his own Facebook usage for top-of-funnel awareness.

[11:50] Garrett says that Facebook ads give him the best cost per response. He notes their features compared to Twitter and LinkedIn ads. Use graphics with a professional appearance.

[14:23] Garrett explains the essential nature of the call to action and the landing page. Garrett uses dual offers on the landing page of his calls to action.

[16:49] There are different offers for different personas. Garrett gives an explanation of the outreach to personas at different levels.

[21:07] Garrett talks about pitching Andy to get on the Accelerate! Podcast, and how he did it.

[21:39] What is Garrett’s ‘ask’ for a Facebook ad? Garrett wants to get the prospect on a call, to establish for them that they are a good fit.

[23:07] Garrett’s immediate target is to grow the business, through new hiring. He explains how he has delegated hiring.

[24:54] Garrett elaborates on social proof. Watch your keywords. The highest close rates are coming from sites where social proof (reviews) are present.

[26:56] There are alternatives to Captera for smaller companies. Garrett points out how Clutch.co works, and other directories with reviews.