By Gina Trimarco, Chief Results Officer
“Leveraging” and “Leveling Up” are common phrases in business, especially coaching. They may even be overused and yet they’re worth discussion for anyone trying to drive revenue or scale a business.
In the world of improv comedy, we constantly talk about “heightening the scene” through the philosophy and application of “yes, and” (acceptance, validation and collaboration of ideas). To heighten a scene, the performer has to play a bigger game and make better and bolder choices. If the audience laughs at something, the performer knows to stay on that theme and heighten it to get a bigger laugh.
In business, if you pitch an idea that resonates with a customer, you will most likely close the deal. This is where sales people often stop the process. They win the business and move on to the next deal. A bigger, and more profitable, choice would be to leverage an existing customer with the next product or service that offers even bigger pay offs. Maybe that’s not an option or is too big of a challenge in your business. Instead of over thinking this, try smaller goals or revenue generating activities.
Here are some examples of activities and situations I leverage to generate more or new business:
Podcasting – my first podcast, The Pivotal Leader, was designed as a way to spotlight my ideal client avatars (CEOs, founders and presidents) so that I could build relationships with decision makers I want access to. People often ask “How do you make money with podcasts?” Podcasting is long game strategy that works. It has allowed me to build a bigger network in other cities, which has resulted in new clients in geographical areas I never expected. Podcast #2, Women Your Mother Warned You About, is still new as of this writing and has resulted in a new network of followers and fans, plus my first customer for our online course (Spontaneous Selling 1.0).
Travel – if you travel for professional, or even personal reasons, you can build a bigger network that can lead to more revenue. I always try to build in an extra day on all of my trips, including vacations, so that I can meet with people who could potentially be clients for referral sources. Whenever possible, face to face meetings are the best way to build rapport and trust. The “Hey, I’m in town” message also is disarming because it sounds like a request for a casual meeting with a friend, which it is. Plus, it’s one more “touch point” opportunity. And if you own a business, there’s a good chance you can write off some of your personal travel if you’re doing business (check with your CPA).
Speaking – for those of you who use speaking as a way to make money or get marketing exposure, especially at conferences with other speakers, extend yourself to other speakers who can become referral sources. Meeting planners don’t want the same speakers every year, so if you’re not going to get booked again for a particular conference, why not recommend a speaker colleague of yours instead?! It puts you in a positive light and creates reciprocity with other speakers. You can apply this same concept if you’re a trainer or coach.
How Will You Leverage & Level Up?
What gets planned, gets done! Make a list for yourself of current business and personal activities that may lend themselves to helping you “heighten the scene” and thicken your wallet. You have more opportunities than you realize!
- The Pivotal Leader Podcast – featuring interviews with thought leaders and CEOs
- Women Your Mother Warned You About Podcast – featuring topics for women in sales and business
- Spontaneous Selling 1.0
ABOUT THE POST AUTHOR
Gina Trimarco, CEO/Founder of Pivot10 Results and Carolina Improv Company, is a serial entrepreneur with 25 years of experience in marketing, sales, operations and people training. A Chicago native, she was recruited to Myrtle Beach South Carolina in 2007 to take over an IMAX theater after successfully turning around the one at Navy Pier. When the economy crashed in 2008 she opted to do something seemingly impossible to many by starting an unproven concept business instead of finding a new job. That business, Carolina Improv Company (CIC), has been #1 on TripAdvisor for Nightlife Attractions in Myrtle Beach, SC since 2010. Soon after that, she founded Pivot10 Results, a training and strategy company that helps businesses and executives shift from people problems to performance results. through soft skills training and coaching. She graduated from DePaul University and studied at Second City while pursuing her degree in Communications. Trimarco produces and hosts two podcasts: The Pivotal Leader is and Women Your Mother Warned You About. She also is a member of the Forbes Coaches Council, a contributor to Forbes.com and TrainingMagazine.com, as well as a Vistage Worldwide member and official Vistage Worldwide speaker.