With Jacob Roig, a master level coach, guides hundreds of business owners and founders for over 15 years  in one-on-one coaching, group coaching calls and his Pricing for Profit Formula masterclass and his Business Boost Blueprint Workshop. Jacob specializes in helping coaches and entrepreneurs create the steps and strategies to grow and scale their business, so they can quickly double their incomes, increase profits and figure out how to grow into their ideal lifestyle with a great team, more time off and a workable plan to get there.

In our enlightening conversation, Jacob shares his insights on pricing and growth strategies for businesses, emphasizing the need to leverage time and resources effectively to increase income while maintaining a healthy work-life balance. He introduces the Pricing for Profit Formula, a key tool for achieving sustainable growth. Jacob also underscores the significance of prioritizing family time and vacations, highlighting his mindset coaching approach, which helps clients manage stress and navigate their inner journeys through introspection.

Finally, he discusses the potential of social media in expanding a business globally, while emphasizing the importance of selecting the right clients to work with for long-term success.

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Takeaways & quotes you don’t want to miss from this episode:

• The challenge of achieving true success in business, where entrepreneurs may feel stuck in a “trap” of moderate success without knowing how to move forward.
• “It takes what it really takes to get there” — what people often forget!
• Jacob introduces the Pricing for Profit Formula.
• Why is pricing often the root cause of problems in business?
• “To work with me, you have to take some time off. The most successful people, when doing their yearly planing, start with planning their TIME OFF.”
• The need to have a support system to help navigate business challenges.

“The growth or success that you desire… if you’re not there (yet), it’s so much closer than you imagine. And with just a few little steps, a few little tweaks to what you’re doing can make the whole difference, but you can’t do it on your own.”

-Jacob Roig

Check out these highlights:

• 09:26 What should you look for when hiring an assistant?
• 17:44 How to come up with your bottom line pricing?
• 19:10 Where else are people getting their business wrong?
• 25:31 Listen to Jacob share a personal transformational story about work life balance – don’t miss this one!
• 28:13 Jacob emphasizes the need to make time for family and not let work interfere.
• 39:57 Jacob shares about the work he does.

How to get in touch with Jacob on Social Media:

You can also contact Jacob by visiting his website here or email him at jacob@jacobroig.com.

Special gift to the listeners: Get a FREE pricing audit for your business and $150 off my pricing for profit formula recorded program, by using “Heather” as the discount code.

Imperfect Show Notes

We are happy to offer these imperfect show notes to make this podcast more accessible to those who are hearing impaired or those who prefer reading over listening. While we would love to offer more polished show notes, we are currently offering an automated transcription (which likely includes errors, but hopefully will still deliver great value), below:

GGGB Intro  00:00

Here’s what you get on today’s episode of Guts, Grit and Great Business®…

Jacob Roig  00:04

People are looking for real things not this polished: the old 60s IBM blue suit, white shirt starts collar doesn’t work anymore. People are looking for someone who has been there who has done it, who can take them out of it, but can still relate to them at that level. And a lot of those higher people forget what it was like because they have these big teams or they do this thing or they believe that persona they created and then they go, Oh, just do this, this and this. That’s so easy. You do that. And it’s not that easy. It takes work.

GGGB Intro  00:39

The adventure of entrepreneurship and building a life and business you love, preferably at the same time is not for the faint of heart. That’s why Heather Pearce Campbell is bringing you a dose of guts, grit and great business stories that will inspire and motivate you to create what you want in your business and life. Welcome to the Guts, Grit and Great Business® podcast where endurance is required. Now, here’s your host, The Legal Website Warrior®, Heather Pearce Campbell.

Heather Pearce Campbell  01:07

Alrighty, welcome. I am Heather Pearce Campbell, The Legal Website Warrior®. I’m an attorney and legal coach based here in Seattle, Washington, supporting online information entrepreneurs throughout the US and the world. Welcome to another conversation on Guts, Grit and Great Business®. I am super excited to bring back Coach Jacob Roig today. Welcome, Jacob.

Jacob Roig  01:34

Thank you for having me. I’m excited to be here, Heather.

Heather Pearce Campbell  01:37

Oh, I we’re gonna have a great time. And if you don’t know, Coach Jacob, first of all, there’s a couple things I want to mention. How long have we known each other now? It’s been a hot minute. It’s been a while.

Jacob Roig  01:48

How old’s your son?

Heather Pearce Campbell  01:49

He’s 11.

Jacob Roig  01:50

So 12 years.

Heather Pearce Campbell  01:54

Okay, there’s the marker. So Jacob and I have known each other for a while. And I would say I almost considered Jacob like family. Because we’ve had so many conversations over the years, Jacob, we you coached me for a time at the start of my building my second business, which was super impactful, really meaningful for me. And anyways, Jacob is one of my favorite people. So you should know that before we even have the conversation, I have a strong bias. And you should go back and check out episode number 19. Because he was also one of the earliest guests on this podcast when it launched at the start of COVID. Anyways, welcome back dig of, I’m super happy to have you here, I’m going to reintroduce you because for folks that don’t know, Jacob, you need to hear about what he’s up to. But stick around because you’re gonna get a lot of value out of this conversation. And I can say that confidently without a doubt. The one other tidbit I will add is that my first introduction to you was listening to you, coach, a whole group of people on phone calls, week after week after week. Being in the legal space and being a strategist and knowing what it takes to problem solve, I just remember how clearly like at the end of each call, I was like, Jacob is so insightful. And he tells people exactly the right step to go do and you got such an array of questions of people on those calls of backgrounds, business types, and you always have something of tremendous value to add for them. And I just anyways, I remember just how profound that group coaching experience was. Because I don’t know, honestly, that I’ve ever seen anybody handle quite an array of questions so adeptly.

Jacob Roig  03:50

Thank you for that. I can honestly say there were a lot of times I have no clue either. Sometimes you lean into trust and belief. Right? 

Heather Pearce Campbell  03:58

Right. Well, and this is the very intuitive part of you that I think comes through in your coaching, and if you stick around for this conversation, you’ll get a really good sense of just the power of Jacob’s coaching because it’s more than just practical business knowledge, it also you really have a spiritual and intuitive component to the way that you work with your clients. So for those of you that don’t know Jacob, Jacob Roig of Next Level Business Coaching, helps business owner entrepreneurs to grow their business and create more profit, income and time off ding ding ding. He works a lot on pricing formula to generate profit for his clients on each transaction, and then shares how to pay for the next hire before they are acquired so that you can grow your business and the time off required to grow it, refine it and make it profitable. He brings over 30 combined years of working with businesses and coaching business owners to grow and scale. He’s helped hundreds of business owners break free from holding back spinning their wheels and hesitation doubt, or the thought that you can’t afford it. Right. And you really can’t afford thoughts that are holding you back. Jacob is not just any coach, he is a road tested coach. And actually, before we went live, he put on a baseball cap that says road tested, I think you need to bring it back, Jacob because this conversation is also going to show up in a video recording. I love it. He started six businesses from ideas and a shoestring budget has grown two of them to seven figures, has been running his own coaching company for 15 years. He’s learned both from failures and successes and creates roadmaps to guide you help you plan out step-by-step and help you stay committed and accountable to make sure you reach the finish line of your success. Jacob, I’m so happy to have you back. And even in that last paragraph, something that comes to mind that I think is probably super applicable to what you do is thinking about the number of entrepreneurs that get started get midway on the path, and they’re in this zone, where things are working, but not really working the way they want them to. It’s like they’re successful enough that they’ve got a solid foundation, but they’re still not achieving true, whether it’s financial freedom, business freedom, right, and it ends up being a little bit of this trap. Can you speak to that? I feel like there’s a lot of folks that that get to that place, and they can’t go back, but they’re not really sure how to go forward either.

Jacob Roig  06:45

Yeah, many are there even a lot that don’t admit it publicly? Because on the surface, we can look tremendous, oh, how are things are good things are great. 

Heather Pearce Campbell  06:56

There’s just like your recent LinkedIn posts, right? Like this was it? Yeah.

Jacob Roig  07:01

And on the surface, especially because social media has become so prevalent and all that we see usually is what’s great. Oh, look at me, I’ve done this. And three months or two years, I’ve been able to do all these things. And what’s forgotten is that it takes what it really takes to get there. The most successful people, let’s take entertainers, I remember one person and I’m not particularly a fan or and against this person, but Madonna, I remember her success started at 18. But she had been at it since three years old. So she’s a 15-year overnight success, right? Most of us as business owners, we go through these phases. And what we end up is, there’s no real training that says, this is it, they tell you steps, but they don’t tell you what’s in between the emotional things or how not to do certain things. And what a lot of us end up doing is we create a business in theory, but what we do is we create a really low paying job for the amount of time effort and hours that we put into it. Yes. And I really get people at that stage, whether they realize they’re there or not. Because when I start relating to them, they’re like, Oh, yes, yes, yes. And it becomes like, Yes, I created this job. And you know it to how they’re just with having an efficient assistant now versus when you were doing it all on your own, and how much better and more impactful it is, but also how much lighter it makes your business become. Right?

Heather Pearce Campbell  08:40

Oh my gosh, well, I just got back from a 10-day trip to the UK. And I told my assistant, I said, this is the first time I’ve been able to go on a significant trip and not open an email, not worry about anything happening back home in my business. Right. I knew it was handled, and we’d set ourselves up beforehand so that it would be handled and I knew what she was up to. And it’s as something as small as that just having the systems, the people, and I say small, but it can take some time to build that in and actually get that level of support working for you even inside of a small or micro business, right?

Jacob Roig  09:24

It’s so true. And one good nugget to write down right now would be understanding your own level of patience, and ability to be able to teach or train somebody. A lot of business owners at this level where they’re ready to take it to that next step get stuck because they’ll hire someone cheap. And that saying cheap isn’t a good idea. It only is though if you have the time, patience and desire to groom somebody that’s going to take you minimum probably 90 days to go ruin them, where they start becoming unconscious, versus hiring someone for three to 10 times the price you pay for Jeep. But you get somebody that within two to three weeks is your right hand. Yes. And so you have to weigh the cost of the investment and the return on it too so if you’re ready to grow your business, don’t always look at what’s the least expensive, especially when you’re looking at assistants to start taking over. Because we’ve heard before, and oh, I tried it before. But man, I ended up doing all the work. Or, you know, I just can’t find good help. And so if you’re saying that now, you got to look in the mirror, you’re not that great of a manager yet. But we have to learn, like we’re great self managers as business owners, but we’re usually not trained to manage other people. We do things unconsciously that we don’t think about. And when you’re training and managing someone else, every single step has to be thought out and processed out, have a process for it. And if you’re not that patient to do it, you’re better off hiring someone at a higher level, it they’ll pay for themselves very quickly, versus somebody at a much lower level that might take you months, and a lot of frustration, and a lot of you pulling away from things that you could be productive at. So just a quick nugget there. But this whole journey is as a business owner slash entrepreneur, isn’t it a great in inner journey, like you find out so much about yourself, right?

Heather Pearce Campbell  11:36

Oh, it’s 100%. There’s no better personal growth, self-development journey than the entrepreneurial path, in my opinion, right? 

Jacob Roig  11:45

Yep, I agree. And then another block or obstacle that you run up to is, when can I afford to grow. And most people will start expanding their business at their expense. And that’s a myth. It doesn’t have to happen. The same as the lie that I believed in my first business, which was you don’t pay yourself for the first year, there is nobody here that’s listening to this, that would go work for somebody else. And they you walk in and they say, Oh, great to have you. We’re not going to pay you for a whole year. And then you go, Okay, no problem. You go, I’m out of here. So if that’s the case, in life, if you go somewhere else, why would you do that to yourself, when you’re in control of everything. So that’s the derivative, or that was the driving force, in part for my pricing for profit formula. My first business, I went from Yellow Page sales rep to basically bathroom installation, I was doing bathtub liners and wall systems. So paper hands, never gonna have my toolbox was a screwdriver.

Heather Pearce Campbell  13:00

Installations

Jacob Roig  13:01

And a butter knife, right? That was my toolbox, right? So and what I knew right off the bat was I was going to create a sales company that happened to do what I did. And I needed to find people to do the work because I wasn’t going to do that part of it. And so that whole journey from the start, it started out with that premise. And I just had made meteoric growth, I realized how valuable marketing was and I put people said, spend 5% to 7% of your gross on your marketing. And I spent 15 to 30. Because I knew I had to educate people on this product. Plus, I had to get business. And it worked. And so what happened was I had this meteoric growth, but I wasn’t growing as a manager at that same level. So I lost some really good people in the process. But at six months in, were doing 50 to 80,000 a month in sales. And I had a mentor who said, Hey, are you profitable? And I said, Oh, yeah, we got all this money in the bank. And he goes, No, are you profitable? And I said, Ah, there’s money in the bank. And he’s like, are you profitable? Let’s see. And he just took me through two things. He said, What are you spending? And I said, I’m spending this much money. And what are you taking it, what’s left at the end? And I realized at that point, my installers are making $300 bucks a day, because they were installing one job a day. My sales reps were making $300 to $500 depending on the sale, and everyone else is getting paid their hourly rate. I wasn’t taking any money in so I was making zero. And my company total was $75 at the end of it. I also would pay if my installers messed up a panel which cost me $180. No problem. Right. I’ll take care of it. And I’m a nice guy. That was my management style. Nice boy, nice guy. And you and I ended up right realizing that I was losing money, and the only reason I was in business was because I was selling a lot. If my business slowed down for 60 days, I would have started imploding on myself. And that was a turnaround, I spent a whole weekend figuring out how I could price differently. And that started my pricing for profit formula I used today with people. But over one weekend, we became profitable. And I started paying myself immediately. And it worked. 

Heather Pearce Campbell  13:12

Amazing. I’d love you to walk us through like kind of the points around like how people get pricing wrong, because I think so many people are feeling like they’re somewhere in that trap that we talked about, right? They’re not necessarily sure how to fix it. And they may not realize pricing is part of the problem. Pricing is most of the problem, most of the problem, there you go. You heard it from Jacob.

Jacob Roig  15:52

There’s a book by Gary Keller, I think Rhoda called The One Thing. And in that book, he asks, What’s the one thing you can do that makes all your other problems go away or unnecessary? And what he means by unnecessary is unnecessary to either be done then or by you. And it’s pricing. So most people price, somebody suggested it. This is what my competition charges when they’re really not your competition. They’re just someone who does it as well as you do or alongside you. Or it’s what they believe in quotes that my clients afford or can’t afford. And that those three reasons if you’re doing it are a recipe for maybe I’m successful, maybe not. Because it’s guesswork, and I take the guesswork out of it. And so for years, I was really good with numbers, and I would take you through it, or I would take somebody else through it. And about midway through it was deer in the headlights, right because I’m working so fast in my brain, but people couldn’t keep up with me. And then when I tried to go back and explain it, it was there was too late, the water was muddy. And so it took me I’ve been doing this 15 years, and it took 14 years to come up with this visual version that I have now where I can take you through your actual numbers, your expenses, all of them. And I’ll tell you right now, at least 10%. And I’m being very nice today, you’re not charging, you’re not considering 10% of your expenses, probably at least. But you take all of your expenses, what it costs you to do business, you take what you’re going to be paid. And you factor all of those things in to come up with your bottom line pricing. Because there’s either going to be two things, there’s it’s either just pricing that makes the difference, or its pricing and the balance of customers that you handle. As a coach, like in YouTube, it’s how many we can only handle so many one on one clients. So that number has to be known what’s the maximum I can do because your pricing has to reflect that number to be able to afford your expenses and afford the lifestyle that you choose to have from this business. And if you don’t know that number, it’s guesswork or you’re doing churn. And one of these days, you’re gonna find out, like COVID, I might guess, and I was talking to somebody else who knows pricing pretty well, is at least a third of the businesses 33% of the ones that went under went under because of poor pricing, not because business was terrible.

Heather Pearce Campbell  18:36

Interesting. Well, and that mean, it illustrates how often people are just not looking in the right places, right? And it’s fascinating how challenging pricing is for people on their own if they’re not looking at the right things. So this is one of the places that you often start with people, right? Because I know that this is a big thing you’ve been focusing on. Where else are people getting business wrong, like I know you do a lot more than just pricing right?

Jacob Roig  19:10

Once you have your pricing in place, then you know, this is what I have to charge today. But what’s really cool about this visual aspect of it, this calculator is that we can forecast your growth, we can add your next assistant, we can add your next programs, we can add your increase in your pay. And you can see this is exactly what I have to charge. And this is where the magic light bulb comes on. Because you think that it’s so much more that you have to do it. I’m gonna have to double my prices. And you realize it’s most times very insignificant. It can be as little as a 20 to $30 increase in what you’re charging. Now, when you know your numbers that will pay for your next Assistant and growth, and then my work from that point on is let’s get that in place so that in 90 days you can, you can initiate your growth. And then it’s focusing on those growth strategies. So it’s about you being a better manager of others, knowing how to lead a project, being a project manager, and then grooming your replacements, the ideal situation for all of us would be that 30% of our business or less is dependent on us doing the work. Because then like you, we can take a two-week vacation and come back and business is still flowing, income is still in place, and we have it. And as a coach, you start out just, it’s time for dollars, you give, I’m giving my time, and it’s for dollars. And so there has to be some leverage of that. So it goes from one-on-one, usually, to group programs or things of that, and then maybe recorded programs if you fortunate enough to have it. But having those different streams is not only important, but you have to know how to price it in and how to make it happen. And that’s what I’ll do, I’ll take it in increments. But we first focus on pricing, then on management, then on project leadership, and then on how to let go, which is one of the things that I’m working on the whole time, the mindset piece of us is entrepreneurs who jump in it in a moment’s notice and get it done. And how do we let all of that go and trust that it’s going to happen?

Heather Pearce Campbell  21:27

All right, let’s pause for a moment and hear from today’s sponsor. Are you an entrepreneur who is on track to make a million or more in revenue this year in your business? If so, your business is likely facing a host of legal issues that are right for support. And if you are like so many of my clients at this level, you are likely tired of taking unnecessary risks and a DIY approach to legal support in your business. You’re ready to tackle the mess of legal documents, six legal gaps that you have. You want to take care of your IP, your clients, your business, and avoid unnecessary conflict and risk in the process. If this is you, and beyond just being an entrepreneur, you are a catalyst and are committed to your mission and your impact in the world. I invite you to get in touch. You could be a fit for my catalyst club, a small business legal support program that I designed for my high level clients. Just like you, you can find out more at legalwebsitewarrior.com. Just click on the Work with Me tab to learn more about the catalyst club and other ways that I support my clients, a fabulous group of world changing entrepreneurs, I might add, you’ve done the initial legwork in your business. And now you want to soar. And you know that you can only go as high and as far as your legal foundation lets you go. So get in touch today, hop over to legalwebsitewarrior.com, click on the Work with Me tab. And if you have any questions, get in touch through the Contact link on my site, I look forward to connecting it would be a joy to support you on your path.

Heather Pearce Campbell  23:10

You must have a lot of lightbulb moments with your client in area clients in the phase of showing them how to plan for a hire and how to afford it. Because I know that that’s one of the things that keeps small businesses from growing at the pace that they should.

Jacob Roig  23:28

It’s in my guests, it’s about 50% of the reason they hesitate or don’t do it, they don’t think they can afford it yet. And it’s probably 40 to 60% of the time, Heather, when I go through the numbers with them, they’re already there. They’re at that point where with just a minor adjustment, they can get into growth phase and start setting themselves free. And one of the things to work with me is you have to take some time off.

Heather Pearce Campbell  23:56

I love that.

Jacob Roig  23:57

If you don’t, I won’t work with you. And it just because the most successful people that I’ve read about when they’re doing their yearly planning, they plan their time off their vacations time with family, whatever it is, and then they plan their work in that order. Because when push comes to shove, you’re a mom, you know.

Heather Pearce Campbell  24:19

I’m a mom. Right. And I feel like the mom part forces me to do this what you’re talking about, right? Because the first thing that happens each year and I’m in Seattle, the Seattle school district publishes the next year’s calendar. Guess what I’m doing? I’m getting all those dates on my calendar. I know exactly when we’ve got breaks, when kids are out of school, right? I say that and then today is a funny day because my kids are out of school and I didn’t know it. I learned earlier this week. Yeah, we got it covered. But for the most part if it’s on the school calendar, it is on my calendar. Like, well before the school year even begins. And so I’m planning my whole next year based around the school year based around breaks. But the benefit to me is, I’m getting all of our vacations on the books, I’m getting our prioritize family time on the books, it actually feels like a really fun way to plan because I know about all the fun times that we’re planning for, right. And then your right work fits around that.

Jacob Roig  25:31

Well and I feel like you’ve experienced too, what happens is, we figure out a way to make it work. And it does when you have a plan in place to do that. And when you’re really firm, because what a lot of people do is they’ll say they’re going to do vacations, and they’re going to do this. And for me, my first 10 years, oh, yeah, we went to Costa Rica. And what did Jacob do? He’d be up in the room looking out at this beautiful place working, right? Oh, go have fun without me. Or one of the reasons that I became a coach was because I remembered sending my family to Disney World. We lived in Ohio at the time, sending him to Disney World twice without me. Because I was going to do the work, right so that they could go, and they didn’t want the money. They didn’t want the nice hotel, they don’t, they wanted me to be there with them. And you can’t you can make up for stuff that you don’t do. But you can’t make up that time, they will never be that age again, and have that experience. And so I made it a mission for me to make sure and that’s why I demand right that you take time off or I won’t work with you. Because it’s not about that.

Heather Pearce Campbell  26:44

Totally. And it’s the example that you provided is so poignant. I can kind of feel hearts breaking all over the place that are listening to this to like, Oh, I know the feeling of being on vacation and being like, I’ll catch up with you or I’ve just got to do that, you know, whatever. Like even, we had an unusual week because my son was gone for four days on a trip to Mount Rainier. And I went to the UK for 10 days. And so I’ve had a little bit of catch up to do still some work to catch up on. But last night, was the first night that Aiden was home with us. And he wanted to do a little family movie. So we did right? We let him choose a cartoon, he too. He chose Brother Bear, which is when we love. And he’s a real like spiritual nature connected kid. And so anyways, we watched that show, and I knew I had a couple client emails to get to that I could not finish before the day, right? But do you think he let me off the hook during those emails? While he wanted us to have family time watching the show? It was like No, Mom, when are you going to close your laptop so that you can watch like, he cared so much that I see the parts of the show that he like he was just waiting like next to me like, okay, when are you gonna close that laptop? And it really is that important to our families and to our kids that we be available for those moments?

Jacob Roig  28:13

Well, it is and if you just read between the lines of that how important it is for kids to have our attention. And you never want to get to the point where they give up on that. And a lot of people do. I know mine did for a while. And I had ground to make up. And fortunately, I had a little bit enough time to do it. But too many, it’s like we don’t regret what we do. We regret what we didn’t get to. That’s it. And so with business, we can have everything. You just have to have their way. Number one, we need help. We can’t do this alone, we have to hire Fitz, not me for a coach or guide or whatever. There’s a ton of other really, really good people out there. Make sure that you connect with that person. It doesn’t have to be the most polished person. It has to be the person that you connect with the deepest that you believe can take you to that next step. And they will if you show up. And the other thing we have to do is we have to make sure that we’re consciously aware of what’s really important for us, because it’s so easy to get reactive. And there’s always something for us to do in our business. I could sit on my couch every single night with my iPad, and work until 11 o’clock at night. But through my other life experience and with my wife. Every day is important and no day is promised. And I got the gift of being able to be aware of that before it was too late. So now, everyday is a gift. And I make sure when we’re together, I’m present and everything’s important in relation to being together. And so that watching TV and that talking can be one of the most beautiful experiences of my day. That’s why time off is important. Well, it’s massive.

Heather Pearce Campbell  30:03

And I know I mean, even you just mentioning that piece of it, I’m like, oh, yeah, I mean, you’ve had to walk the talk for many years. And I know your recent path. And for those of you listening, Jacob and his wife, Tina have really like, been through it the last handful of years. And so you’ve had to show up at a whole new level for your life partner. And I’m sure, again, balancing work balancing schedules, like doing all of that so that I and I know your values, and I know how you demonstrate your values. And it’s really something to behold, and a reminder to all of us, and me in particular, as a mom, where sometimes I forget, like, I have choices, right? I have choices, I get to choose what goes on my calendar, I get to choose whether I properly allocate my time, or my effort or my resources. And I think it’s sometimes easy to feel a little bit victim to just the weight of all the roles and forget that we have choices and all of this.

Jacob Roig  31:09

We do and what we see his priorities are really important. If we slow down enough to ask the question, how important is this in the scheme of my life today? Someone can wait for, it’d be great to get an email on time. But in the other side of it, if I have a client who can understand that a family situation showed up, and that was important, and they can’t wait, they’re not the ideal person anyway, like there is so much business out there. That’s why when I said, you price, like my competition, I don’t, we didn’t get in business to compete against some to put somebody else out, right? We got in business, because we have this great idea. We’re pretty good at what we do. And we get better as we do more of it. So that competitive thing, we have to just slow down enough to just become aware. And I work from home many of us do now. And one of the things that I do when I get done, because my wife’s in another room. She’s home now, she had to retire. And there’s days where she’s just not talking to anybody. So as soon as she hears that door open, she’s got a question. And she wants to talk. And a lot of times I’ve been talking all day, what do I want to do? I don’t want to talk. But I’ve learned because each day is precious and no days promised. I do this thing now. And before I open the door, I stop and I go, how do I choose to feel when I walk out of this room, right? So I choose to feel loving, conversational, calm, relaxed, like joyous. And I’ll tell you, it makes a big difference because I used to go out and she’d be like, limit them. And I’d be like, Man, could you just wait a few minutes? Like, I need to wind down and she’s been like, alright, I’ll wait. I’ve been waiting eight hours. I’ll wait a little longer. You know, she wouldn’t say that. But I could feel it. And so again, all we do get to choose. It’s like how do you show up for client? You know, I had some traumatic things just share real briefly, my wife had a double lung transplant. And for a year and a half, this was in the middle of COVID. Yeah, was crazy. But in a year and a half prior to that, or two years, two and a half years prior to that, she was going down steadily and constant like visits to doctors and tests and everything because to get on a transplant list. It’s a year of battery of tests, because even at optimal health, you have a 50% chance you’re not going to make it. So that’s a whole nother story. But how do you deal with that and still work and that bring the stress in to your to your work? And it’s really difficult to do, but you can. And a lot of it is about letting go and being aware too. And a lot of that is why I have in my logo mindset coaching. Because it does take mindset like we said in the beginning, right? How there it’s what a journey. This is on introspection and knowing yourself. 

Heather Pearce Campbell  31:34

100%. And you know, and I love even the piece that you mentioned about if your client can’t deal with the fact that family comes first or that something that like then they’re not the right client. And I’ve had to learn this on my own journey about being really clear about who I am about the priorities in my life. And that includes my clients and my family, but also speaking up about it so that people know I’m a mom first. Something comes up for my kid or they’re sick and I get a phone call from the school. I’m probably not going to make our call and if I have clients, that’s a huge problem for you, right? Like, it’s so clear to me, they’re not the right client for me. And it’s a reminder that we do get to create businesses that support our life and not the other way around.

Jacob Roig  35:16

It’s so important to understand what you just said, because there’s never been a better time to be able to live up to that standard. Because COVID, the gift side of COVID was social media blew up, and everybody realized, if I’m on it, I can benefit. All right, I’m active on LinkedIn, as a lot of people know. And since COVID, used to be about 10 20% of my business would drive from LinkedIn, and I put a lot of time, energy and effort spent money to learn it did all those things. But it was still about 10 to 20% of my business. And as things grew, and progressed, and after COVID, it’s now about 60%.

Heather Pearce Campbell  36:04

That’s amazing. And by the way, if you don’t, if you’re not already connected with Jacob on LinkedIn, you could probably go hire him for coaching. Just on that point alone, you get so much interaction on your LinkedIn posts, right? And engagement. I mean, it’s really fun to watch. 

Jacob Roig  36:21

Yeah, thanks. It’s a journey. And it’s a commitment, just like anything else is, but it’s never been a better time to be on whatever social media is best for you. And that’s one of the things that you want to be aware of is you used to be like, well, if I’m on it, it’s a benefit. Now you have to be on it. There isn’t really a choice. But in getting to that point that I said about what you just said is we get to choose who we work with. Because there’s more choices. Now we’re global. I’ve worked with people on five continents, and I work from a bedroom converted into an office from Northern California. And I’m in this office more than I am outside, during the week, we can grow a global business slash empire, whatever you want to call it, with the right strategy and the right commitment. But it also gives us the choice to be able to choose who we work with. And that should never be forgotten, because a lot of us will take on business for the money, not for the real intention that we set out for.

Heather Pearce Campbell  37:31

Right? Well, and you speak about the gifts of COVID. I mean, I think one of the other ones that for me felt like a gift is we also get to show up more realistically, people were forced into it, right? Suddenly, you were being a parent and running your business at the same time or whatever it so we had all of these other things in our lives that quickly became very obvious to others. And it’s like, Why were we ever hiding it to begin with, right? Or why were we ever pretending that we didn’t have a sick kid in the background or whatever? Right? So I think that’s the other gift is I really do believe we get to show up. We’re real. It’s a little bit like, you know, we got on camera today. And I’m like, Hi, Jacob, I’m in mom mode, right? I had kids home all day, and we went to the park and I told myself when I launched this podcast, I’m not gonna let mom mode get in the way of me not coming on live and recording a podcast showing up for my guests. And you know, making sure that I’m consistent with this. And so we get to do the same in our businesses. And I really think that is a gift. Because we have to remember right that we have that choice. 

Jacob Roig  38:44

Yep. And then we have to act on it. Because it’s one thing to be aware of it. Awareness is like learning something in a new book, if we don’t implement it, it’s just awareness. It’s like it sounded good, or I agreed with it, but nothing’s happening. And a lot of times, it’s because we have to take those steps. And we have to kind of check in with ourselves, right, which is we don’t do as much we check in with everyone else. But we have to ask ourselves these important questions like, you know, like, when I leave my office, how do I choose to feel not how am I feeling? How do I choose to feel when I leave this office?

Heather Pearce Campbell  39:18

I love that question. I mean, that really demonstrated the power of that single question. Your visual and your story of you being at home with Tina. I know that there’s a lot around mindset that you work with your clients. What’s one of the biggest pieces that you spend time on? Obviously, we talked about pricing, right? We’ve talked about the ways that we think about business and where it fits in our life. But you know, I know you do a lot of work around mindset. So what else do we need to know about your work? 

Jacob Roig  39:56

Well, a lot of it. We dig deep when when it shows there’s a lot of things that we don’t even realize until they show up and somebody can become aware of them and address them, that hold us back that keep us limited that stopped us from moving forward or doing something, it’s not always just about prices. And it’s about using a ton of life experience. A ton of learning over, you know, now over 30 years, being in self improvement and taking, I used to be in the 90s, I was one of those junkies, man that went from event to event, right? And some of it, I actually implemented. But the mindset piece about how to show up as a leader first to yourself, and then it’s easier to do it with other people. And it’s also about how to manage, take that self management that becomes instinctual, and how to be able to put that out there to our team, and be able to do that so that the mindset piece is from day one until we stop. The nice part about the way that I work with people is that there’s a progression of results that show up and they’re not all monetary. But that progression leads to longevity. And one of the things that I’m probably most proudest of, for the work that I do is the amount of clients that I have, and the length of time that I’ve been working with them. I have currently seven clients that I work with, that I’ve worked with for five years, and I have to over eight years that I’ve worked with, they pay me money every mont.

Heather Pearce Campbell  41:42

Because they get results. That’s right. That’s why because they like a round. Which no doubt they do.

Jacob Roig  41:51

I’m glad they do. But just because you liked me doesn’t mean you’re gonna send me checks, right?

Heather Pearce Campbell  41:56

Right now it’s true, it really speaks to that consistent results that you help people achieve. Talk to us a little bit about who your clients are, who do you help, who are your favorite clients to help?

Jacob Roig  42:08

I used to, you know, you hear about who’s your ideal client, I used to focus on an avatar. And every time I would choose one, the opposite happened. So I realized that nurses like haha, you’re not made to work with just this group of people. So I’m problem oriented. If you’ve had your business and you’ve reached that level of success, where you’re doing it, you’re affording life, you’re paying for it, you have either a one man or one person team, or a multiple person team that it’s working. But you’re at a point where you realize that growth has to happen, or you’d like it to happen, or you’re not making enough money, but you’re working way too hard. That’s my ideal person. Because first, the pricing takes care of that I’m working waiting are not getting paid, I can’t afford the growth, I show you quickly within 30 days how that can start changing right away. And then the work begins. See, it’s one thing to know it, it’s another thing to implement it. And that’s where the work begins. So that’s the ideal group person that shows up. And it could be I’ve worked with people with one person businesses, up to 50 employee businesses on my sweet spots. It’s usually one to 10, somewhere in that range. But up to 50. And I’ve worked with some corporate execs over the years that just showed up, I didn’t pursue them. But it’s more problem oriented, where you’re just too busy to make it happen. Or you, you or you can’t afford it and you’re too busy. And you feel like you’ve created a job. And this is a thought I used to have. So if you’re thinking this, we should talk. I used to think I could go work at McDonald’s and make more money than I’m making here. That was my own business that’s so painful to hear. It was true. And so and I can’t tell you how many people in private tell me, Jacob, I’m struggling. I’m barely making it. And on the surface, you look at him and they’re like, Oh my God, you’re kidding me. Because they’re influencers or they have this persona that they built. And they’re just afraid to get real with it. And I’m just telling you and you focused on this a little bit especially since COVID. The more real we are in connected to where you’re at today maybe or experience the better relationships you will attract and the better quality of people you attract people are looking for real things not this polished. You know the old 60s IBM blue suit, white shirt, starched collar doesn’t work anymore. People are looking for someone who has been there who has done it. Who can take it a lot of it, but can still relate to them at that level. And a lot of those higher people forget what it was like because they have these big teams, or they do this thing, or they believe that persona they created. And then they go, Oh, just do this, this and this, and that. It’s so easy. You do that. And it’s like, it’s not that easy. It takes work. And that’s a good segue to bring this out. Right. And that’s one of the things I always say is road tested, because experience is definitely an educator. And using it the right way, can definitely help people accelerate their successes for sure. 

Heather Pearce Campbell  45:37

Well, that’s right. And you raise a really important point even in the world of people hiring experts, right about like, how connected are they to the specific point in your journey that you’re at, and can help you out of that. There’s a lot of people that are great at marketing, that are not road tested, right? And it’s really easy. I think, for folks to hire the wrong people. Just because somebody’s super good at marketing are super good at sales. So if you’re listening, connect with Jacob, just go do it. I mean, already, like we’re hearing about the power of pricing for profit, how to do that the right way. And I think so many people get that wrong. I’m questioning my own pricing right now as we speak, right? I know, you’ve got another resource, I think, a blueprint. And you want to tell us about a couple of other things that you have available or programs, which are some of the ways that you work with your clients.

Jacob Roig  46:38

Yeah, thanks for asking that. I’m really excited about this one. This one’s actually I think it proceeds by pricing formula, but it’s kind of like a CFO audit, right? If you had a CFO come in, they focus on usually around five areas of your business, like a couple of them are leads and conversions. And so but I figured out, and then I was able, because I created this other calculator to get someone to help me create another one, which these five simple areas that we all focus on. If you increase them by only 10%, your revenues increased by on average, 40 plus percent. And your profits increase on average, 50% plus, usually in the 60% range. And all of this can be put into place within 30 days. So I’ve been doing a test beta workshops I did one two weeks ago, and I did one three weeks prior to that. And every single person, I have testimonials coming out that will share how impactful it was and how amazing it is. But I take people on that journey. So I take you to the workshop. And then here’s my promise, because I believe in this so much that anyone that comes with me after the workshop to work with me for 30 days, if you don’t have these things in place, the strategies implemented these five areas and 10% increase on that only give you back all your money. But I’ll keep working with you for free until you do. And I don’t offer a guarantee, because I want to pay it back. I offer it because I’m really confident if you show up and do the work. I know it works every time and many people that show up to do this, within two weeks, they have all these things in place. And imagine you have this tool for the rest of your working life. That when things need to increase a little bit, you have a tool that you can implement with just a 10% increase that will increase your revenues by 40% in your profit by 50 to 60. And one of the areas is leads so as a quick example, if you get 10 leads a month, could you get one more lead a month? That’s a 10% increase? A quarter of a lead a week, right? You just kind of one more phone call one more follow up one more email. One more ask for a referral, which is a good tip, by the way, because 85% of us don’t ask for one.

Heather Pearce Campbell  46:51

Right? I mean, you’ve already thrown a couple minutes thrown out so many things. I know people are going like oh, maybe I’m not tracking my leads like I should maybe I need to look a little further into conversions, right, but just go check this out. What is the name of your blueprint? And how do people get access to it? Is it the workshop? Tell me what it is.

Jacob Roig  49:30

The easiest way is I’ll share a link, but you can schedule an appointment with me and what I’ll offer to your group because I only I only can do about six of these a month because it just timewise but I give what I call a pricing CFO audit. So it’s the same thing that your CFO would come in and do for you for an expense. We’re going to audit the five areas, see what you’re doing and see where you’re at out with a from the money perspective. And what you’ll leave with is a sound strategy that lets you know, I have to focus on these areas. And then I’ll share even as a little bonus, one area that you can start and give you a two or three suggestions that are really easy to implement. 

Heather Pearce Campbell  50:18

I love that. Yeah, that’s amazing, folks. We will share the link over to that in the show notes along with the link to your website, right. Which is it your name, Jacob, remind me what your website is. jacobroig.com We will share the link to the audit opportunity. And obviously, that’s a limited opportunity. Can’t do that for everyone. But go check it out. If this is at all interesting to you, and it should be. Also Jacob, I know you’re on LinkedIn is that where you prefer to connect with people? 

Jacob Roig  50:54

You can either reach out if you’re if you’re active on social media and LinkedIn then absolutely that’s a way but really easy emails, jacob@jacobroig.com Send me an email I respond or my sister and respond to each one.

Heather Pearce Campbell  51:08

Awesome love that we will share your email as well. Again, you can find all of this at the show notes page, which is legalwebsitewarrior.com/podcast. Look for Coach Jacob Roig’s episode. And there are two of them. Right? There’s episode 19. But this will be the more recent one. Coach Jacob is just so good to see you. I feel like you know, even when we talk and even things that we’ve talked about before, I’m like, oh, yeah, I need to go revisit that I need to probably look into that again. So I just really appreciate you, I appreciate you coming back on to have this conversation. I know that you do amazing work. And so I’m so grateful that people who may be hearing from you for the first time today, get to connect and follow you and hopefully connect with you in a few different places. What final either tidbit or action step would you like to leave our listeners with today? 

Jacob Roig  52:06

Just understand that the growth or success that you desire, if you’re not there, and you’re feeling like you’re wondering if it’s not that it’s so much closer than you imagine. And with just a few little steps, or a few little tweaks to what you’re doing can make the whole difference, but that you can’t do it on your own. So seek out some help because it’s required. It doesn’t have to be real expensive. It just has to be connected. And make sure that you’re you’re asking for the help. Because a lot of us feel that we have to do it on our own and you don’t, you’re not alone.

Heather Pearce Campbell  52:45

I love that. And it’s such a reminder also that each new phase, we need more help or new help or maybe different help right to get to the next so it’s not a one and done either. Folks connect with Jacob, it’s you will not regret it. Go follow him. I would love for you to connect with him on LinkedIn because you will enjoy even just observing his LinkedIn strategy. But Jacob, so great to see you again. Thank you so much for joining me today. 

Jacob Roig  53:15

Been my honor. Thank you so much. Thank you, everybody. Appreciate it.

GGGB Outro  53:19

Thank you for joining us today on the Guts, Grit and Great Business® podcast. We hope that we’ve added a little fuel to your tank, some coffee to your cup and pep in your step to keep you moving forward in your own great adventures. For key takeaways, links to any resources mentioned in today’s show and more, see the show notes which can be found at www.legalwebsitewarrior.com/podcast. Be sure to subscribe to the podcast and if you enjoyed today’s conversation, please give us some stars and a review on Apple podcasts, Spotify or wherever you get your podcast so others will find us too. Keep up the great work you are doing in the world and we’ll see you next week.