Sales Leverage is accomplished by selling a product and using any or all “multipliers” like the buyer himself, his reputation, his influence in the market, his reference, publicity or message to sell the next product in that same market a little bit easier.

Sell a product into two different silos of customers and the two sales can’t help one another. Sell a product to two people in the same market with the same problem and you can leverage those sales to help you find the third. The recognition from the first two sales, used correctly, can act as a small multiplier for the third sale in the same group, solving a similar problem.

Simple Example of Leverage: Say you are selling paint. You sell a can of paint to a local portrait artist and a second artist, seeing the beautiful work of the artist that bought the paint, comes to you to buy a can of his own. You have established some leverage.

Example of a Sale with No Leverage: You sell a can of paint to a local portrait artist. Later you sell a can of paint to a house painter. You get no leverage because the reputations and opinions of the respective customers do not matter to one another.

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