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Screen Shot of video interview with Rebecca Borman, founder and CEO of RB Consulting, and Casey Bolsega.

Casey Bolsega, senior portfolio manager at Intrepid, sits down with Rebecca Borman, founder and CEO of RB Consulting, to explore how startups can accelerate revenue growth through a strategic blend of mindset, psychology, and storytelling. With over 20 years of experience, Rebecca shares her unique insights on the crucial role of understanding client narratives and tailoring solutions to meet their needs, offering invaluable advice for entrepreneurs looking to elevate their business strategies and achieve sustainable success.

Casey Bolsega: Hey there, Casey Bolsega, senior portfolio manager at Intrepid. And today we’re going to discuss investing in your startup success, how to use mindset, psychology, and storytelling to accelerate revenue growth. Now, for today’s conversation, I’m going to be joined by Rebecca Borman, founder and CEO of RB Consulting. RB Consulting is a dynamic woman-owned consulting firm that delivers expert level strategy training and consulting services. Now, Rebecca found success in her career by developing her own approach to sales strategy and now she is sharing that with other business leaders.

Rebecca Borman: Yeah, thanks for having me, Casey, and I’m excited to tell the folks a little bit about me. So I’ve spent 20 years in corporate America in business development, sales and marketing leadership roles primarily for global organizations and serving the enterprise space. I worked at companies like Verizon and lots of different divisions like Telecom, enterprise and wireless, and also spent some time at an IT managed services provider leading their sales and marketing efforts. So pretty much all of my career has been in sales marketing relationships that people part that business development, and it’s what I actually love is getting to know the people and figuring out how to connect them with different partners or solutions that can really help them on their journey.

Casey Bolsega: Love that. And RB consulting is a new venture for you, or I should say newer venture for you. What did you see in some of your previous jobs that ultimately led you to start your own consulting business?

Rebecca Borman: That’s a great question. Yes, we just celebrated our one year anniversary last month in November and what I saw a lot.

Casey Bolsega: Thank you, in the corporate sales world is in marketing is we talk a lot about what we do, our values and benefits. Those are important, but I would say they’re not necessarily the most important when we’re talking about prospecting and funnel development and closing sales. What I think is most important is actually learning about our clients and learning about their goals, their initiatives, their challenges, and making sure that we’re understanding their whole story so that we can really, especially in the B2B world, tailor our solutions to help them with exactly what they need. And I think that piece of knowing your why, connecting that to the work that you do, asking that of our clients and how we can understand their big picture is oftentimes overlooked and can really be the secret sauce, if you will, to develop relationships and understand how to really serve our clients in the best way.

Rebecca Borman: Yeah, and I was reading some of your material before this and you talk about, you know, to thrive in sales. It’s a blend of mindset, psychology, messaging and storytelling, which I love, by the way. But why do you see it that way?

Casey Bolsega: Yeah, I think that, well, the starters with the mindset, I think it’s really important to operate from, like, an abundance mindset. I think sales in particular, and the business industry as a whole, oftentimes operates from a place of scarcity. And that causes us to act in ways that maybe don’t put our best selves forward and don’t often put our clients from, you know, in the best, in the best light.

Rebecca Borman: So if we operate from a place of abundance, that there’s more than enough, then we, we act differently. We say different things, we show up differently when we’re in a room full of people networking. And, and I believe in the law of attraction, which says, like energy attracts like energy. So if you’re in there with good vibes, you’re going to attract good vibes. Right.

Casey Bolsega: And that’s that abundance piece. And then the relationships is all about people, right? It’s about serving want or a need, fulfilling want or a need. So understanding the process by which people make decisions, so the psychology and of influence and persuasion is helpful. A lot of sales and marketing tactics are based off of psychology principles like reciprocity, likability, unity.

Rebecca Borman: But we don’t take the time to explain how they work and why they work so we can intentionally and authentically use these tools in our relationship building. And then I can’t talk enough about storytelling versus pitching unless you’re literally in a pitch competition. I don’t think folks particularly enjoy being pitched. And I’m a big believer in Simon Sinek. The Why is more important than the what.

Casey Bolsega: So I really like his methodology of kind of flipping the script and understanding the why and the how and then the what about the business? I think it allows us to develop relationships on a deeper level. And I also believe that it’s that connecting piece. Right. Our only true differentiator in this digital and commoditized world is the why is our why.

Rebecca Borman: So sharing that story and being in a position and a leadership role at a company or a sales role in a company and being in a position to be vulnerable and share, that invites your teammates and then your clients to do the same.

Casey Bolsega: Yeah, something you said kind of stood out to me about being in a pitch competition, right? And I think I’m just always naturally gravitated towards the founders that tell that story and can intertwine that into their pitch.

Rebecca Borman: Right. They have all the information and all the slides that are related to the financials and the growth and all of that, but they still are weaving their story into that. That’s really something that drives in the hook and in today’s present landscape. Revenue, cash flow, all those pieces are super crucial to business executives. So what ways are you seeing business executives invest in sales strategies?

Casey Bolsega: Yeah, a number of ways. I think that a lot of times sales, the sales strategy is thought of last, and I think it needs to be up there or more with, you know, with our marketing, with our financial, with our growth strategies. This needs to be a component of it. In particular, I think that we should look at our growth strategies more holistically, including sales, marketing, business development, partner channels, all those sorts of things in a more holistic picture. And I am seeing business owners that are looking for more help with that strategy.

Rebecca Borman: Right. So as opposed to saying, oh, someone said we should do social media, someone said we should do these digital ads, someone said we should have, you know, folks reaching out on LinkedIn and you kind of implement these things disparately, you’re really not maximizing the messaging. Oftentimes you can confuse the market, right? If messages aren’t aligned. So we’re, I’m seeing business owners kind of stakeholders take a step back and say, okay, well, definitely word of mouth is great and it’s gotten us this far.

Casey Bolsega: I believe grassroots selling should be a component of all of our business plans, no matter how big or small you are. And there’s a lot more to it than just that, especially if you’re looking to like accelerate growth. So I’m seeing organizations and business leaders invest in not just sales training, but sales strategy consulting and development and going through leadership programs, ones that are offered by like SBA and mid states, and different credentials through like here in Indiana, like the Kelley school and Butler School. But they’re taking a time to step back and say, okay, there’s all kinds of things outside of our control, right, when we come to like growth.

Rebecca Borman: So we can talk about the economy, we can talk about just the different, you know, climates that are, that are going on, like politically and not in different cities, states, industries.

Casey Bolsega: So we have all kinds of factors that we can’t control and there are some that we can, but in order to do that, we have to get more strategic about our growth, how we’re going to do this, how we’re going to leverage sales and marketing, business development, communications, and make these things all work for us. They’re taking a step back and looking at KPI’s instead of setting up separate KPIs for marketing and sales while they both have the same goal of growing the company that oftentimes have misaligned KPI’s. So how do we do this from a more holistic view? So that’s one of the things that we do for our corporate clients is we’re hired as a sales strategist or a fractional VP of marketing and sales, and we really take a look at what the organization has been doing to get where they are, understand their goals of how they want to accelerate their growth, and then put a plan in place to, to make that happen. Leveraging the synergies of sales, marketing and comms.

Rebecca Borman: And oftentimes we get to stay in and implement and execute that, execute that vision too with bringing on different partners, managing those tools, technology, be working with communications and content specialists too. So it’s fun to be a part of growth for a lot of these organizations. That’s great. Sounds like challenges are different but similar in that holistic approach, really throughout the entire revenue organization. Right.

Casey Bolsega: Bringing those, all those pieces together will naturally help things, you know, fire more efficiently, if you will. This has been great so far, Rebecca. I really appreciate it. What is the best way for, for people to get in touch with you? How can they reach you?

Rebecca Borman: Yeah, I think I’m easy to get hold of. So you can visit my website. It’s rbormanconsulting.com. You can email me at info@rbormanconsulting.com. There’s options to message on the website too. And then I’m pretty present on LinkedIn and Instagram for social media.

Casey Bolsega: So you can send me a DM too. That’s awesome. Well, thank you so much for joining our conversation today, Rebecca, and congrats for what you’re building at RB Consulting. And congrats on your one year. That’s exciting.

Rebecca Borman: And I know myself and the team at Intrepid is excited to partner with you and help more startups with sales strategy.

Casey Bolsega: Yeah, me too. I’m excited to be a partner with Intrepid and lots of the other wonderful business partners you guys have too. I think marrying what we do to help with funding and growth, there are two big pieces to the puzzle that entrepreneurs are looking for. So it’s excited to be a part of the team so much.

Rebecca Borman: 100%. Well, thanks for all you do for the startup community. You have a great rest of your day, Rebecca.

Casey Bolsega: You too. Take care, Casey.

Rebecca Borman: Bye.

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