Meet Elena: Side Gig Central

I have so enjoyed getting to know Elena and her magnetic personality that shines through her business (you can literally feel it coming through the screen as you read her interview). Elena brings with her a wide range of expertise as a Sales Coach that she so graciously shares with us- it’s almost like you get a free sales training while reading her interview! She is all about personalizing the coaching experience for female entrepreneurs (there is not a one size fits all to her approach) and it’s through this approach that she is empowering women and creating a better world! Read on to gather some juicy sales tips along the way!

1. Tell us about who you are and your journey to where you are now!

I started my sales coaching business because I wanted to share what I’ve learned during my sales career at (Lyft) a Silicon Valley tech company + 10 years of bootstrapping a 6 figure personal training company + my experience building a successful podcast from zero….. 

More specifically, I wanted to share all of these knowledge bombs with ambitious entrepreneurs (like you!) in a way that not only delivers results (can I get a “fully booked” amen?) but also feels relatable, achievable, REALISTIC and unique.

After surviving 5 corporate layoffs, 3 pivots in my 6 figure fitness business, and thousands of loyal clients later, I like to think that I bring a more practical, experienced perspective to the psychology of selling….because, well, I’ve seen A LOT.

The Side Gig Central podcast all started out as an experiment. I wanted to learn a new skill and find out what all this PODCAST fuss was about. So, I did what any other overachieving, type-A would do in this situation and that was... I started a podcast as a side gig. (Are you seeing the irony here?)

But here’s the catch, I initially thought that all of the listeners of the show would either be rideshare drivers or gig workers. And holy crap was this assumption SO. FAR. from the truth.

My EXPERTISE WAS EVOLVING....and I hadn’t quite adjusted my message.

I was evolving as a sales coach, a corporate sales manager, and as a business owner.

And so, I realized a more purposeful mission that all came from my podcast and I’m so happy to say that it’s one that makes me wanna LEAP outta bed in the morning (while not pulling a hamie.)

Now, my mission is to help 9-5er’s turned entrepreneurs land new clients with ease and flood their inbox with “YES.” Cuz the only way you’re gonna turn your side gig into a full-time gig is by cookin’ up some SALES, and it just so happens that I have the recipe you need.

The common denominator between all of my entrepreneurial and corporate experience is that I have a keen understanding of HOW to get people to buy. And more importantly, I can teach you how to do the same (no matter how crowded your niche may be) As it turns out, I’m pretty darn good at it AND I absolutely LOVE helping entrepreneurs. 

2. What is the mission of your brand? How does it empower women?

The mission of Side Gig Central is to help 9-5’er turned entrepreneurs develop a strategic plan that will consistently deliver recurring sales for their service-based business. My goal is to help women realize that “selling your offer” in a service-based business, can be a whole lot less scary and stressful when you lean into your strengths and leverage technology.

3. How do you collaborate with women working towards a better world?

On my podcast, Side Gig Central, I interview smart and savvy women business owners who have really figured it out. It always impresses me how generous each guest is with delivering immediate, tangible value to the audience through their in-depth knowledge and expertise they’ve collected over the years. From TEDx speakers to PR trailblazers to money coaches and mompreneurs, I love promoting and supporting all of the work these women business owners are doing. I’m deeply passionate about not only highlighting their achievements but also, I’m all about increasing the awareness and visibility around each of their businesses which includes how they’re serving their clients and community, both online and offline. 

4. What is the biggest challenge you’ve had to press through as a female entrepreneur and what are the steps you’ve taken to overcome it?

One of the biggest challenges I’ve faced as an entrepreneur has been to not let my ego get so intertwined with my business. When you’re working solo on your business, it can be extremely tempting to assign all of your identity and self-worth to your business, especially when you’re front and center representing your brand. I’ve learned that when you operate your business in this way, your judgment is clouded and your ability to view your business objectively becomes more difficult. I’ve learned the hard way that this can lead to a spiral of bad business decisions based on insecurity and blind faith. However, the good news here is that I’ve been lucky enough to be surrounded by some wonderfully experienced business owners and entrepreneurs who have helped me keep this in check. It never hurts to have an extra pair of eyes to help you take a step back and examine what’s not working and why. 

5. What advice would you give to a female entrepreneur in the beginning stages of launching her brand or business?

Take the time to really iron out your business model before you try to scale it. When you prioritize tinkering and experimentation, within the parameters of a side gig, you’re positioning yourself to clearly identify the red flags and flaws in your business model before you’ve fully committed to entrepreneurship. You should aim to “date” your business concept for at least a year before you decide to “marry it.” I often see female entrepreneurs struggling to understand….“Why can’t I land any customers? I’m putting in the work. I’m dedicated to my business. Why can’t I generate consistent recurring revenue?” The answer is that you may be working with a flawed business model and / or your target market doesn’t make sense for the product or service you’re selling. Both of these problems can be avoided early on if you keep an open mind, reach out to experts for help, conduct your market research (and not quit your day job while you’re at it.) Bad money moves inevitably happen out of desperation. You should strive to build your business from a place of grace and abundance, as well as a deep understanding of how YOU (and only you) can best serve your customer. I’m a big believer in testing your business model, as a side gig first, in order to build a sustainable business.

6. What sets your brand apart from others?

You’ll find sales coaches who host their own podcast and you’ll also find coaches who teach you how to launch a podcast. That’s cool. But it’s also kinda basic.

Here’s why my brand is different: I merge the two concepts together and teach how to sell ANYONE ANYTHING using your personality, social media and my pod interview sales funnel. 

How did I arrive here? For starters, I’ve been featured on Forbes, Cheddar Business (I was interviewed on the floor of the NYSE promoting my podcast BEFORE it even launched) and NBC 10 Philadelphia.

Another differentiator: most sales coaches will deliver “done for you” sales templates, ask some basic questions about your ideal client avatar (you’ll even give her a name too) check in with you weekly and BOOM you’re on your way to bustin’ out 10K months.

My brand’s philosophy is different. I CUSTOMIZE a go-to-market strategy that aligns with your goals, your business, and your LIFE. No “done for you,” cookie-cutter strategy here (although I do love a good sugar cookie with rainbow sprinkles).

Instead, I work with clients to...

• Conduct a deep examination of your business model (Is it actually viable? Do you need to pivot?)

• Get super clear on your target market and your competition (cuz ain’t nobody got time to duplicate your competitors)

• Start implementing the Pod Interview Sales Funnel so that you can start building a strong pipeline of paying READY TO WORK WITH YOU clients

• Plus you’ll get my hawk eyes (specially trained by Silicon Valley techies) to revamp your sales messaging on your website, email list, and your social feeds so that you can speak the same language as your dream clients (and sign them to work with you.)

  You can start growing your sales with Elena here!