Ep176 How Base Grew Beyond Referrals with Thoughtful Outbound, Storytelling & the Perfect EA Match

In this episode of Sales Talk for CEOs, Alice Heiman sits down with Paige McPheely, CEO of Base, to explore how she turned a niche remote executive assistant service into a tech-enabled platform that now supports top leaders across the country.

When Paige and her co-founder first launched, they were fueled by referrals, so much so that they had a waiting list of eager clients. But as demand surged, they hit a breaking point: the referrals kept coming, but they weren’t the right fit. It forced a strategic shift from a referral-dependent business to a focused outbound sales approach.

Today, Paige leads a lean team that gets most of its customers not from ads or cold outreach, but from storytelling. By consistently showing up on LinkedIn, YouTube, and in conversations like this, Base now plays the long game, building trust with CEOs long before they’re ready to buy.

✅ Learn how Paige:

• Transformed referral overload into an effective outbound sales strategy
• Uses LinkedIn and storytelling to fill the funnel with high-intent buyers
• Bundled software + services to create a sticky, high-value offering CEOs trust

This episode is a must-watch for CEOs who need to stop doing it all themselves and start allowing the right support, like an exceptional EA. to help them lead more effectively.

📚 Rapid-Fire Picks

• Book: The Lion Trackers Guide to Life
• Podcast: Founders
• CEO Advice: Be authentic and stop trying to do it all alone. Getting help, whether through an EA, software, or support network, isn’t a luxury, it’s a strategic advantage. Give yourself permission to invest in the support that helps you lead more effectively.
  
  

🔗 Connect with:

• Paige McPheely: LinkedIn | Website
• Base HQ: Website
• Alice Heiman: LinkedIn | Website