Profit With A Plan

GUEST:  Andy Halko, founder of Insivia & Author of The Buyer Centric Operating System

You may think you're customer-focused—but if you're relying on outdated personas and generic feedback, you're already behind. Andy Halko joins Marcia Riner to reveal how AI-powered buyer clones are replacing static personas, helping you test messaging, improve conversions, and adapt faster to changing buyer behavior.

Why most buyer personas fail in today’s fast-changing market

The real reason your product or offer isn’t converting

What AI buyer twins are and how to use them

How to test marketing assets before spending a dollar

Why direct customer feedback is often misleading

How to adapt to the rise of the omniscient buyer

[00:00] Are you truly buyer-centric—or building backwards?

https://andyhalko.com

Marcia Riner is a business growth strategist, creator of the Profit Booster® strategies, and CEO of Infinite Profit®. She helps entrepreneurs scale smarter, increase profitability, and build businesses that are worth more—whether they plan to keep them or sell them.

As host of Profit With A Plan, Marcia shares expert interviews and actionable strategies to help business owners increase revenue, improve systems, and prepare for high-value exits. With decades of experience in finance, operations, and marketing, she delivers clear, profit-driving insights you can use right away.

📞 Questions? Call (949) 229-2112

💰 Profit Booster® Podcast Monetization Hub

📈 Free Growth & Marketing Audit

🎧 Never Miss a Profit-Driving Strategy

How to Turn Video Views Into Clients (Not Just Clicks)

Hosted by Marcia Riner, Business Growth Strategist of Infinite Profit®

Your videos aren’t converting? It’s not the algorithm—it’s your approach.

In this episode of Profit With A Plan, Marcia Riner talks with video strategist Josh Troche about what makes video marketing actually generate revenue—not just clicks. From choosing the right type of content for your sales funnel to avoiding vanity metrics and building a loyal, niche audience, this conversation is your blueprint for making video work smarter in your business.

Whether you're podcasting, posting reels, or building a YouTube channel, you’ll learn how to use your camera as a client-generating tool—not just a visibility play.

Why smaller, targeted audiences are more profitable than viral reach

How to speak to one person—and still grow a massive following

The power of niche + controversy in going viral

What types of videos work at each stage of your sales funnel

How to build trust and visibility without being fake or overproduced

[00:05] Think video is just hitting record? Think again

PedalStomperProductions.com

Profit With A Plan is hosted by Marcia Riner, business growth strategist and CEO of Infinite Profit®. Marcia helps entrepreneurs scale smarter, increase profitability, and build a business that’s worth more—whether they plan to keep it or sell it.

💰 Profit Booster® Podcast Monetization Hub

📈 Free Growth & Marketing Audit

🎧 Never Miss a Profit-Driving Strategy

Marcia Riner is a business growth strategist, creator of the Profit Booster® strategies, and CEO of Infinite Profit®. She helps entrepreneurs scale smarter, increase profitability, and build businesses that are worth more—whether they plan to keep them or sell them.

As host of Profit With A Plan, Marcia shares expert interviews and actionable strategies to help business owners increase revenue, improve systems, and prepare for high-value exits. With decades of experience in finance, operations, and marketing, she delivers clear, profit-driving insights you can use right away.

📞 Questions? Call (949) 229-2112 or visit InfiniteProfitConsulting.com

EP315 Profit With A Plan Podcast

Guest: Steven Schneider, CEO of TrioSEO, an agency specializing in content writing services

SEO is no longer about keywords and backlinks alone—today, it's about trust, authority, and intent.

In this episode of PROFIT With A Plan, Steven Schneider, CEO of TrioSEO, unpacks why the old-school SEO playbook is officially dead—and what B2B brands need to do today to actually rank, convert, and stay visible across both search engines and AI platforms like ChatGPT.

If your traffic has dropped or your content just isn’t converting, this is your SEO wake-up call.

Steven built a 7-figure content portfolio without a single paid ad. Now, as the founder of a hands-off SEO agency for B2B brands, he's revealing the modern playbook that drives real ROI, boosts authority, and prepares your site for the AI-powered future of search.

Why most SEO advice online is dangerously outdated

What authority signals Google looks for—and how to build them

The E-E-A-T framework that determines your ranking potential

How to create content that ranks and converts (not just traffic bait)

Why blog strategy is more about search demand than brainstorming

How AI search (ChatGPT, Perplexity, etc.) is changing the SEO landscape

00:00 – 01:00

04:00 – 06:30

07:00 – 09:45

10:00 – 13:30

14:00 – 17:00

18:00 – 21:30

24:00 – 28:00

30:00 – 33:00

34:00 – 36:00

Find Steven on LinkedIn at linkedin.com/in/steventrioseo or visit ProfitBoosterPod.com

🚀 Free Growth & Marketing Audit

👤 About Marcia Riner

EP314 Profit With A Plan Podcast

Guest: Tim Bradley, Co-Founder of Pennant Video

🎙️Episode Summary:

How the Video Marketing Trifecta™ (Anthem, Explainer, Endorsement) drives mid-funnel conversions

The ripple effect of video across your entire digital footprint

Real-world strategies for small businesses to compete with high-production brands using smart, authentic storytelling

The importance of aligning your video library with your sales team’s needs

How to build trust through production value—without breaking the bank

00:05 – 00:52

01:17 – 02:56

03:15 – 03:41

04:15 – 05:01

06:00 – 07:28

07:29 – 08:33

09:33 – 11:05

11:52 – 13:14

13:14 – 15:18

15:18 – 16:41

17:00 – 20:51

23:44 – 26:17

26:34 – 28:06

28:06 – 31:57

32:25 – 33:59

34:00 – 36:00

36:02 – 37:35

Free eBook: Funnel-Focused Video Marketing Playbook at pennantvideo.com

Follow Tim on LinkedIn: Tim Bradley | Pennant Video

🔎  SEO Keywords: B2B video marketing, Video Marketing Trifecta™, mid-funnel strategy, testimonial videos, explainer videos, anthem videos, video marketing for tech brands, marketing funnel content, brand storytelling, customer journey, video ROI, scalable video strategy

💰 This episode is sponsored by Profit Booster® Podcast Monetization Hub. 

We turn your interviews into a lead-generating machine—so you can capture, nurture, and convert listeners into paying clients. Stop leaving money on the table. Get started today at https://ProfitBoosterPod.com

Struggling to convert leads into loyal customers? It’s time to turn your customer reviews into profit!

Get your FREE Growth & Marketing Audit at ProfitBoosterBiz.com and start scaling smarter today.

🎧 Subscribe & Never Miss an Episode!

Marcia Riner is a business growth strategist who helps entrepreneurs scale smarter, increase profitability, and maximize business value. As CEO of Infinite Profit® and creator of the Profit Booster® strategies, she goes beyond advice—working alongside business owners to implement proven strategies that strengthen financial stability, optimize operations, and drive long-term success.

Whether you’re looking to boost profits, expand, or prepare for a high-value exit, Marcia delivers the expertise and hands-on support to make it happen. Learn more at InfiniteProfitConsulting.com.

Profits in the Numbers: Bookkeeping, Tax Smarts & Clarity 

Guest: Tanya Akimenko, Tax and Accounting Expert | Golden Apple Agency

Most business owners don’t fail from lack of hustle—they fail because they’re making decisions in the dark.

In this episode of PROFIT With A Plan, Marcia Riner sits down with Tanya Akimenko, founder of Golden Apple Agency, who has spent over 20 years helping entrepreneurs simplify their finances, master their cash flow, and finally feel confident in their decisions.

If you’ve been avoiding your numbers, unsure how to read your reports, or relying on your bank balance to guide your spending—this is the wake-up call your business needs.

[05:03] How Tanya fell into finance in a remote town in Alaska—and why it was the best thing for her entrepreneurial journey

[07:55] The real reason bookkeeping is non-negotiable (and how bad data kills profit)

[10:08] What AI gets wrong with bookkeeping—and why clean input matters more than ever

[12:21] The hidden cost of messy credit cards and mixed expenses (and what to do instead)

[16:01] Tanya’s habit-forming tip for reviewing your numbers—even if you’re not a “finance person”

[19:00] How to analyze your financial reports without doing your own books

[21:00] Why understanding your break-even point is the foundation for real growth

[24:00] The biggest tax strategy mistake most entrepreneurs make—and the fix that could save you six figures

[28:00] Tanya’s “John Smith” strategy for treating your business like a real financial entity

[32:00] Why financial clarity is the difference between surviving and scaling

🔗 Grab Tanya’s free resource:

🎧 Subscribe & Never Miss an Episode!

Marcia Riner is a business growth strategist who helps entrepreneurs scale smarter, increase profitability, and maximize business value. As CEO of Infinite Profit® and creator of the Profit Booster® strategies, she goes beyond advice—working alongside business owners to implement proven strategies that strengthen financial stability, optimize operations, and drive long-term success.

Whether you’re looking to boost profits, expand, or prepare for a high-value exit, Marcia delivers the expertise and hands-on support to make it happen. Learn more at InfiniteProfitConsulting.com.

Guest: Alan Versteeg, Co-Founder of Growth Matters

What happens when an engineer applies the law of cause and effect to sales?

Alan Versteeg—former engineer, global sales leadership strategist, and co-founder of Growth Matters—joins Marcia Riner to reveal why most entrepreneurs fear sales, how to overcome “sales ick,” and what truly drives growth: not more sales reps, but better sales management.

This episode is packed with value for business owners, founders, and service-based entrepreneurs looking to scale smart, lead with conviction, and grow teams that sell—without the sleaze.

[00:00] The Sales Engine Every Entrepreneur Needs

[02:53] Alan Versteeg’s Unlikely Path From Engineer to Sales Expert

[05:47] Why Motivation Alone Doesn’t Work

[09:00] Selling vs. Helping: The Real Mindset Shift

[11:00] Conviction, Not Charisma, Drives Sales

[13:00] Avoiding the “Ick” Factor in Sales Conversations

[16:00] The Clear Line Between Confidence and Arrogance

[20:40] Objection Prevention vs. Objection Handling

[24:00] Scaling the Sales Function Through Standards

[27:05] What Actually Makes a Great Salesperson

[29:13] Final Advice: Give Yourself Agency to Sell with Purpose

sales engine for entrepreneurs, scaling your business, sales management tips, ethical sales strategies, sales leadership, how to overcome sales fear, building a sales team, persuasion vs manipulation, conviction in selling, hiring sales managers, sales psychology, objection prevention, sales training for entrepreneurs

Want to develop a sales team that scales without you?

💰This episode is sponsored by Profit Booster® Podcast Monetization Hub. 

We turn your interviews into a lead-generating machine—so you can capture, nurture, and convert listeners into paying clients. Stop leaving money on the table. Get started today at https://ProfitBoosterPod.com

Struggling to convert leads into loyal customers? It’s time to turn your customer reviews into profit!

Get your FREE Growth & Marketing Audit at ProfitBoosterBiz.com and start scaling smarter today.

🎧 Subscribe & Never Miss an Episode!

Marcia Riner is a business growth strategist who helps entrepreneurs scale smarter, increase profitability, and maximize business value. As CEO of Infinite Profit® and creator of the Profit Booster® strategies, she goes beyond advice—working alongside business owners to implement proven strategies that strengthen financial stability, optimize operations, and drive long-term success.

Whether you’re looking to boost profits, expand, or prepare for a high-value exit, Marcia delivers the expertise and hands-on support to make it happen. Learn more at InfiniteProfitConsulting.com.

Building a Sales Team That Sells: Hiring Right and Messaging Smart

EP311 - Profit With A Plan Podcast

Released Date: July 15, 2025

Guest: Walter Crosby, CEO of Helix Sales Development

Think hiring your first salesperson is as easy as picking someone with a great résumé? Think again.

On this episode of PROFIT With A Plan, Marcia Riner sits down with sales development expert Walter Crosby to bust hiring myths and reveal how most CEOs hire salespeople all wrong. Walter shares why industry experience can backfire, how to create congruent sales messaging, and what it really takes to build a high-performance sales team with repeatable revenue results.

Whether you're about to make your first sales hire or you're ready to restructure a team that's not performing—this episode is your playbook.

[00:03:20] Meet Walter Crosby

[00:04:43] Falling Into Sales: The Accidental Career Path

[00:08:00] Why Needing to Be Liked Kills Sales Performance

[00:10:00] The Traits of a Top Sales Rep

[00:14:05] Are You Solving the Wrong Problem?

[00:15:45] The #1 Mistake in Sales Hiring

[00:17:00] Skill Set vs. Mindset: Hire for What Matters

[00:21:10] Why Industry Experience is Overrated

[00:23:00] Stop Selling the Job During the Interview

[00:26:00] Why Your Salesperson Shouldn’t Be Your Marketer

[00:29:00] Aligning Sales & Marketing Messaging

[00:32:00] The Infrastructure of a Winning Sales Org

[00:33:45] Never Promote Your Top Salesperson to Manager

[00:36:01] Resource: Walter’s Sales Velocity Email Series

Helix Sales Development

Sales Velocity Free Email Series

💰This episode is sponsored by Profit Booster® Podcast Monetization Hub. 

We turn your interviews into a lead-generating machine—so you can capture, nurture, and convert listeners into paying clients. Stop leaving money on the table. Get started today at https://ProfitBoosterPod.com

Struggling to convert leads into loyal customers? It’s time to turn your customer reviews into profit!

Get your FREE Growth & Marketing Audit at ProfitBoosterBiz.com and start scaling smarter today.

🎧 Subscribe & Never Miss an Episode!

Marcia Riner is a business growth strategist who helps entrepreneurs scale smarter, increase profitability, and maximize business value. As CEO of Infinite Profit® and creator of the Profit Booster® strategies, she goes beyond advice—working alongside business owners to implement proven strategies that strengthen financial stability, optimize operations, and drive long-term success.

Whether you’re looking to boost profits, expand, or prepare for a high-value exit, Marcia delivers the expertise and hands-on support to make it happen. Learn more at InfiniteProfitConsulting.com.

Guest: John Brooks, CEO of Warehouse on Wheels

What does it take to grow from 4,000 to over 37,000 assets, expand across North America, and create private equity returns as high as 9x?

In this powerful episode, Marcia is joined by John Brooks, the CEO of Warehouse on Wheels (WOW) — a seasoned financial and operational executive with deep experience in building PE-backed businesses for profitable exits. Since 2018, John has led WOW from a modest startup to one of North America’s fastest-growing trailer rental companies with 35+ offices and 37,000+ trailers.

You’ll hear what it really takes to scale sustainably, work with investors (not for them), and create legacy wealth — not just for founders, but entire teams.

[00:03:00] How John Got Into Private Equity

[00:05:35] Vetting Your Private Equity Partner

[00:07:00] Why PE is Rocket Fuel for Growth

[00:09:45] Structuring Smart Partnerships

[00:12:00] Staying In the Business After a Deal

[00:14:00] Sharing Wealth with Your Team

[00:16:00] PE as a Culture and Leadership Amplifier

[00:18:00] What to Expect in the Exit Process

[00:21:00] Why PE Relationships Fail

[00:23:00] Shifting from Entrepreneur to Executive

[00:26:00] Alternative Capital Options

[00:28:00] 100% of $100 vs. 49% of $1M

Warehouse on Wheels: www.wowtrailers.com

John Brooks on LinkedIn: Connect with John

Free 30-Day Trial – Profit Booster® Marketing Hub

Private equity isn’t the villain it’s often made out to be. In fact, it may be the very thing that takes your business from where it is to where it could be — with capital, leadership support, and culture-enhancing investments that build lasting value.

As John puts it, the key isn’t if you raise capital — it’s who you raise it from and how prepared you are when the time comes.

💰This episode is sponsored by Profit Booster® Podcast Monetization Hub. 

We turn your interviews into a lead-generating machine—so you can capture, nurture, and convert listeners into paying clients. Stop leaving money on the table. Get started today at https://ProfitBoosterPod.com

Struggling to convert leads into loyal customers? It’s time to turn your customer reviews into profit!

Get your FREE Growth & Marketing Audit at ProfitBoosterBiz.com and start scaling smarter today.

🎧 Subscribe & Never Miss an Episode!

Marcia Riner is a business growth strategist who helps entrepreneurs scale smarter, increase profitability, and maximize business value. As CEO of Infinite Profit® and creator of the Profit Booster® strategies, she goes beyond advice—working alongside business owners to implement proven strategies that strengthen financial stability, optimize operations, and drive long-term success.

Whether you’re looking to boost profits, expand, or prepare for a high-value exit, Marcia delivers the expertise and hands-on support to make it happen. Learn more at InfiniteProfitConsulting.com.

Podcast: Profit With A Plan - Episode 309

Guest: Steve Perry, Founder of The Well Recruiting Solutions & Author of The Capacity Model

Is stress holding you back—or pushing you forward? In this game-changing episode, Steve Perry breaks down how positive stress can expand your leadership capacity, grow your business, and create teams that thrive. Discover how to shift from breakdown to breakthrough, empower your team, and build a business that scales without burning out.

Whether you’re hiring your first employee or leading a large organization, this episode is packed with insights on capacity-building, mindset, team empowerment, and stress as a growth signal.

How stress can be a gift and a trigger for growth

The 3 stages of breakdown—and how to avoid them

Steve's Capacity Model pillars: Education, Habits, Relationships

Leading through change without losing your team

Why you must "fire yourself from the day-to-day" to scale

00:00:08 – Can stress actually supercharge your business growth?

00:02:19 – Guest intro: Steve Perry’s journey from teen entrepreneur to Fortune 100 exec

00:05:50 – Building a business from necessity and grit: Steve’s entrepreneurial start

00:07:00 – “Begin with the end in mind”: Goal-setting as a stress reframer

00:09:00 – The Capacity Model: Stress is a gift

00:10:00 – The 3 stages of breakdown: disappointment → disillusionment → greener pastures

00:12:27 – The breakthrough alternative: how to actually grow your capacity

00:13:15 – 3 pillars of capacity: education, habits, and relationships

00:14:13 – How to shift your mindset in the middle of disappointment

00:15:12 – External inputs: mentors, coaches, and capacity lifters

00:17:00 – Applying this model across marriage, parenting, and personal life

00:18:30 – Frequency of hitting capacity ceilings—daily or monthly?

00:20:04 – Leading through a business pivot: Steve’s firsthand experience

00:22:41 – Why team alignment and transparency are key to embracing change

00:23:18 – Using stress to spark skill development and new opportunities

00:25:07 – The 4 truths of capacity-building

Personal and professional stress are intertwined

“Whether you think you can or can’t—you’re right”

Life is hard—or life is hard

Doing more ≠ working more hours

00:30:11 – Maximizing impact with the same 168 hours: the 1% that creates 50% of your results

00:32:12 – Where to find Steve and his free resource: HireTheWell.com

00:34:06 – Marcia’s takeaway: using stress to break through growth ceilings

🎯 Download Steve’s 10 Must-Ask Interview Questions: HireTheWell.com

📘 The Capacity Model by Steve Perry

📲 Follow Steve Perry on LinkedIn: Steve Perry

💰This episode is sponsored by Profit Booster® Podcast Monetization Hub. 

We turn your interviews into a lead-generating machine—so you can capture, nurture, and convert listeners into paying clients. Stop leaving money on the table. Get started today at https://ProfitBoosterPod.com

Struggling to convert leads into loyal customers? It’s time to turn your customer reviews into profit!

Get your FREE Growth & Marketing Audit at ProfitBoosterBiz.com and start scaling smarter today.

🎧 Subscribe & Never Miss an Episode!

Marcia Riner is a business growth strategist who helps entrepreneurs scale smarter, increase profitability, and maximize business value. As CEO of Infinite Profit® and creator of the Profit Booster® strategies, she goes beyond advice—working alongside business owners to implement proven strategies that strengthen financial stability, optimize operations, and drive long-term success.

Whether you’re looking to boost profits, expand, or prepare for a high-value exit, Marcia delivers the expertise and hands-on support to make it happen. Learn more at InfiniteProfitConsulting.com.

Targeted Time: Work Smarter by Aligning Tasks to Your Peak Productivity

Released: June 24, 2025

🎙 Guest: Daphne Valcin, MCC | Executive Coach & Productivity Strategist

Host: Marcia Riner, Business Growth Strategist | Infinite Profit®

If you’re working long hours and still not seeing meaningful results, the problem may not be your effort—it may be your timing. In this powerful episode, Marcia Riner sits down with Master Certified Coach Daphne Valcin to unpack how to manage your time according to your natural productivity rhythms using her proven Targeted Time Method. Learn how to stop spinning your wheels, increase your performance, and drive business results without burnout.

[00:02:06] Introduction to guest Daphne Valcin and her coaching work with Fortune 500 leaders.

Primary Time: Most focused and alert

Secondary Time: Good, but not optimal

Tertiary Time: Low-energy, minimal focus tasks

Understand your primary, secondary, and tertiary energy zones and align tasks accordingly.

Schedule profit-driving activities like sales, proposals, and strategic planning during your peak time.

Use Golden Hours to protect deep focus work—no meetings or distractions allowed.

Establish boundaries with your team and clients to protect productivity and prevent burnout.

Even minor tweaks like using timers or batch planning can produce exponential revenue growth.

Free Worksheet: daphnevalcin.com/targetedtime

Learn more about Daphne: valsonstrategicsolutions.com

Connect on LinkedIn: Daphne Valcin

💰This episode is sponsored by Profit Booster® Podcast Monetization Hub. 

We turn your interviews into a lead-generating machine—so you can capture, nurture, and convert listeners into paying clients. Stop leaving money on the table. Get started today at https://ProfitBoosterPod.com

Struggling to convert leads into loyal customers? It’s time to turn your customer reviews into profit!

Get your FREE Growth & Marketing Audit at ProfitBoosterBiz.com and start scaling smarter today.

🎧 Subscribe & Never Miss an Episode!

Marcia Riner is a business growth strategist who helps entrepreneurs scale smarter, increase profitability, and maximize business value. As CEO of Infinite Profit® and creator of the Profit Booster® strategies, she goes beyond advice—working alongside business owners to implement proven strategies that strengthen financial stability, optimize operations, and drive long-term success.

Whether you’re looking to boost profits, expand, or prepare for a high-value exit, Marcia delivers the expertise and hands-on support to make it happen. Learn more at InfiniteProfitConsulting.com.