The Value of 'See and Be Seen' When You Want to Scale

business growth Feb 15, 2023

One of the things I hear over and over again from my clients and my peers is that they are feeling like it is harder and harder to stand out.

So what do most people do?

They market and sell harder. They:

  • Invest more time in publishing more content on more channels...
  • Schedule more networking calls hoping they lead to clients or referrals...
  • Dump more money into paid ads...
  • Host more webinars or conversion events...
  • Do more free stuff...

They might even add more offers that they then need to market and sell.

All in the name of standing out above the noise.

And while those things can help (somewhat, maybe...), that is the same thing everyone else is doing too.

And that is a prime example of working harder not smarter.

Instead, you want to get crystal clear on the best way for you to reach your ideal clients.

While it can be different for everyone, I will share what's working for me.

Last year, I did a few counterintuitive things that tripled my revenue and increased my profit margins significantly.

You'd never guess that was the case because it goes against what everyone else is doing.

  • I significantly reduced my focus on paid ads
  • I stopped leading my free weekly lean coffee workshops
  • I significantly cut back the number of lead gen events that I led
  • I reduced my time on social media
  • I consolidated my offers so I am actually selling fewer things
  • I created some next level thought leadership content... and I only shared it with my clients instead of publishing it publicly

I decided to step out of the noise.

But I didn't just stop everything.

I strategically replaced those activities with something far more simple and a whole lot more fulfilling.

  • I shifted my investment of time and money into attending in-person events and retreats
  • I prioritized experiences where I was able to see and be seen by those in my ideal target market - events, collaborations, podcast interviews, etc.

By prioritizing in-person or high-value experiences, I met some incredible business owners who I later went on to hire, refer business to, or collaborate and co-create with.

And many of the people I met hired me or referred me business.

I became top of mind and easy to refer because they met me and got to know me IRL instead of behind a computer or phone screen... which is the only way they know others who do something similar.

Not only did I greatly enjoy and get a lot of value from each of the events I attended and build relationships with some incredible entrepreneurs, but I also brought in 3x the amount of business I had in years prior and was able to increase my profit margin while reducing complexity. 

So, you could market harder and harder just like everyone else...

And you could end up with similar results as everyone else - being energetically and financially depleted without seeing the results you worked way too hard to achieve.

Or you could work smarter and put yourself in the room with your ideal clients or future business besties and referral / collaboration partners.

When my clients have made this shift, they have seen incredible results. The other week one of them asked me why more people don't do it?

I think it's because it takes both a financial and time investment.

It takes a commitment to get in your car or hop on an airplane and step away from your desk, your team, and your clients for a few hours or a few days.

It can feel harder than continuing to do the same things in the same ways and simply doing more of them.

When in reality, it is such a simple and effective solution that has you coming back in a far stronger position and place than when you left.

Here are 3 questions to ask yourself:

1. "What rooms can I put myself in this year to see and be seen by my ideal clients and referral partners?"

2. "What can I stop doing or scale back on that isn't working or feels out of alignment?"

3. "How can I prioritize and create the ecosystem in my business to be able to regularly participate in high-value experiences and events?"

I invite you to join me at one of our transformational in-person business retreats and masterminds where you will be surrounded by other high achieving and successful business owners committed to scaling in simple and sustainable ways, or finding other retreats, events, and experiences that align with your goals.

In person events and retreats are what work for me.  Maybe they will for you too, or maybe something else will.

They key is to be willing to stand out above the noise by doing business different instead of by doing more of what everyone else is doing - whatever that looks like for you.


by Crista Grasso

Crista Grasso is the go-to strategic planning expert for leading global businesses and online entrepreneurs when they want to scale.  Known as the "Business Optimizer", Crista has the ability to quickly cut through noise and focus on optimizing the core things that will make the biggest impact to scale a business simply and sustainably. She specializes in helping businesses gain clarity on the most important things that will drive maximum value for their clients and maximum profits for their business.  She is the creator of the Lean Out Method, 90 Day Lean Out Planner, and host of the Lean Out Your Business Podcast


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