Hello, everyone, and welcome to this week's episode of relationships rule. My special guest today is Coach Jacob, that is Jacob Roig. And he comes to us from Northern California. And first of all, I'm gonna say Welcome, welcome to the show.
Thank you for having me.
My pleasure. Jacob is an I can speak from experience. He's a successful master, business coach, trainer and mentor, he really cares about the people that he coaches and works with. And it's very evident when you meet him the first time because Jacob offers a free introductory call with people and you know, right away, whether you're going to, you know, work with somebody based on that, that conversation, and
he just makes it so easy. So I just have to say that upfront, because I have worked with you a little bit compared to some of your clients, but enough to know that it's easy to work with you and you care about your clients. So that I wanted to say upfront now, you're welcome. Now on your I know you you have a pedigree
you've been coaching for a long time. But the one thing on your on your bio that you sent me that jumped out at me was that you used to work for lorilynn Meyers or organization live out loud. And I'm sure that was many years ago. But I remember going to an event, a women's event in Vancouver, and she was a guest speaker, I think it was an IE Women event. And she was definitely living out loud. I mean, she was you could miss her in the room. First of all, she's tall. Second of all, she's loud.
And she loves you know, she just captures the crowd. So tell me a little bit. I know, this isn't where we were going. But I just am curious how you got involved with her in her organization? Because it makes sense to me because she's all about money.
Yeah, well, I was at a, an event. And it's funny how things lead to other things. But I was at an event it was a real estate building seminar. And I was interested in building some passive income. And she was a guest speaker. And her title at that time, she was only working with women. But it was a man is not a plan that that that for wealth. And I love not only did I love it, but I saw I, I stayed and I listened and and quite frankly, at that time, she had the best information about
building wealth. And so I connected her with my wife, and then that led to her participation. And eventually my wife ran her company for three years. That's amazing. I got involved in the coaching side of it, and was one of our master coaches, but also helped in refining some of our coaching program. So it was interesting circle. Yeah, totally.
Because I ended up taking her one day program, I think, in Calgary, maybe I think I don't know. Anyway, I never went to the big table thing or anything, but she was definitely a force to be reckoned with. And I know she's resurface again with Tony Robbins and and his guy, the other guy that's that he works with. But I know she's been around for a long time. And you're right, she's very. She's got some really good information
about wealth, and money and so on. But was that where you did the firewalk stuff with her or?
Yeah, no, I thanks for asking that part, a certified firewalk. Instructor and, and I did it 2019 2024. So 25 years ago, with Harv Eker. One of his events? I
did. I did the firewalking at psi psi seminars event in California. But I did the arrow thing with Harv Eker. And the breaking the board with Harv Eker. Yeah, so I
started with it firewalk and her the difference with her than other people. And I didn't know what at the time, but most people take you through about an eight foot walk, which is three to four steps. took you through about a five meter walk 15 feet. And that takes some some more than a few steps. And then the reason that I got into it was it was exciting. It was exhilarating. And it was magical for that moment. But then I got back to my business. It was the first business that I created.
And the next day the first day I was in there my assistant busts through my door and says we have this big problem. In my immediate thought was last week when I walked on hot coals. That was a big problem. This will be nothing. And a light bulb went off and I go oh I'm Different, I'm handling problems differently. So that's why I got involved in it because I realized that I could use that metaphorically over and over and over again. And it taught me how to handle problems much easier.
And so that's how I teach, which sets me apart from other people as well.
Absolutely. And all of that personal development, training and courses that that people take. And so I didn't know this about you until I read the bio. And so we have that in common because I've done all those things. But again, I did it back, I think in 2009, I did the firewalk. But it is it. It's definitely enlightening, but also lifts you in so many ways. And so I totally identify with what you just said and, and makes it puts things in perspective, which is
really cool. So with the work that you do, now, I know that you await I didn't even talk about John Gray and the women are for men and women are from Venus, and men are from Mars, that's another person you worked with, right? In a big way. So I don't want to spend our time on all of the personal development stuff, because I do want to get into what you're doing now with people. And why it's important that people know this because
you do such a good job. But it is interesting to me that you've run that gamut of the personal development gurus, let's say. You want to comment on that at all. Last
year, well with John I worked with him for I went to an event. I trusted my intuition one of the few times it was really loud, and it said be the last person to talk to him. So if anybody knows Johnny, he loves to talk, okay. And so at the end of the event, I waited around two and a half hours, I kept stepping out more people would come in, I'd stepped to the back. And I waited to be the last person. And then we talked
for 45 minutes and just connected. And he invited me up to at the time he had a retreat up in Northern California, way north. And he invited my wife and I there and we went and I said I need to be a part of this somehow. And they were like we're not hiring anybody. One of the things that you do in self improvement is you have the ready fire aim mentality, right? You get an idea, you go for it, then you adjust it as you go along, figure it out later. And so they said no, we don't we
don't need anybody. Thanks for offering. And then I heard one person saying they were they were giving Reiki foot massages. And he said, This is my last event. And so I said, Hey, the next day you need a Reiki massage. She goes, Do you know how to do Reiki and I go, Yeah, and I had no clue. And so she said, All right, at the end of this event, you're gonna give me a Reiki massage. And then I'll grade you from that. And I'll either tell you, thanks or invite you. And so I just
remembered what this person did and the things that I liked. And I did that with her. And she fell asleep. Ah, I waited outside for about 45 minutes, and she came out and she said, that's the best Reiki massage I've ever had. That led to seven years. 10 months out of the year, I would fly when i At that time I lived in the Midwest, I'd fly to northern California and spend 10 days at this ranch retreat at the top of this mountain right on the Northern California coast. And I did
everything I worked with them. i There were a couple of times I did presentations, I was an assistant, I was a cook, whatever it was just to be a part of this growth. Sounds amazing. So I spent seven years doing that. Yeah,
I'm glad I did get you to share that a little bit. That's great. Okay, so let's talk about the work that you do now. Because I think it's it's especially for, you know, my audience of entrepreneurs and small business owners. There's, you know, there's an solopreneurs you know, there's, there's this thing where we do everything, and we can't keep up and we don't charge enough for what we do. And you certainly showed me about that a little bit. Now, a lot of us don't like
to talk about money. I think that's part of it. And so we're uncomfortable with it. Why is it such an important part of your focus? And how does it help a business owner row?
Yeah, this which is a fantastic question. The one thing I would say is if we're not focused on the money, then we have no clue and we don't know how successful we are or if we are at all right, and it catches a lot of people. And so what I do is I focus on pricing, because you have to do that. Three things, you have to cover expenses, you have to pay yourself something immediately, not a year later from day one, right? And you have to generate a profit at the end of it.
Because if you don't, then you're reaching into your pocket. And just like a CEO, a CEO would never go to a company and work for a year for free. So we should an either as CEOs of our own company, a CEO, you don't go to the CEOs office and say we need copy paper or we need a new computer, give me money. The CEO would have you fired. Right? Because you're asking them? Yeah, so they take it out of the funds of the business. Or if there's a new project, it's funded from the
profits of the business. And this is what I do through trial and error. I almost cost my first company was a seven figure business the first year, we made 1.2 million, and about five months into the company. No, it was, I went from Yellow Page sale sales, working with business owners and helping them figure out their advertising to running my own bathtub liner installation company, which I had no clue how to do this, like
the Reiki massage. Okay, yeah, just knew I was going to be a sales and marketing company, or a marketing and sales company that happened to do this. And five months into it, we're doing 80 to 120,000 a month in sales, things are going great. And the growth is crazy. And my my growth was crazy, because I was a great person, manager, self manager, not a good person manager, I had to learn it. Okay, so all this stuff's going on. And I did my numbers. And I realized that for a $4,000
average sale, my company was making $75. That's it. I wasn't paying myself yet. Because I believe that lie that you don't pay yourself the first year, right? So I'm funding my own income. And my company's making $75. And because I'm a nice guy, right? I wasn't a good person manager. If you are an installer, and you you mess something up, I'm like, Oh, no problem, Janice, I'll cover it. I was a nice guy. Nice guys do lose in business if you're too nice. So I adjusted everything
and realized I had to increase my prices. But it wasn't dramatic, it was only about $800. And that $800 adjustment with a few other small adjustments, I was able to pay myself a living wage, my company was now generating 20% profit on each sale, and we are covering every single expense. And that that just stuck with me forever. Because that was the difference between me being successful and profitable. Or just churning business, which a lot of people do, and having money in the
bank. But But had we slowed down for three months, we would have imploded. That's just like with COVID. I do believe personally that a third of the businesses that failed failed because their business slowed down, not because they didn't have business. Because when you rely on churn, if it slows down, the churn is gone. And now all this money you thought you had disappears quickly. Right?
So I'm curious, did you were you self taught through all this? Or did you have a coach at the time?
I, I fortunately, I play tennis. And tennis usually attracted a higher level person and a lot of entrepreneurs or business owners. And so I had a couple of friends who became kind of mentors. I hired my first coach in 2005. So I went five years in entrepreneurship on my own with with a couple of questions I'd asked mentors, successful mentors. So I kind of had some idea on the value of mentorship. Without them, I would have folded because when 911 happened, I had just spent
the most I'd ever spent on advertising. I spent $18,000 For one day at that was coming out the day 911 Hit Oh my goodness. And so I had all my eggs in this basket, because it was working. It was newspaper advertising and TV advertising combination. And you know, what happens? Is everything shut down for three weeks, at least. Yes. So nobody saw it. Right. And so without a mentor, I would have folded up shop. It's like it's over. And it's like, no, this is where, you know, you circle the wagons
and you get busy. And we did and we called all of our old leads that we didn't sell. And it kept us in business. It didn't grow our business. It kept us in business. So three weeks passed. And then the encouragement was spend as much as you did before. which was not easy to do, and I wouldn't have done it without the suggestions of strong suggestions and mentors, for sure.
Yeah, it's pretty scary. I know, that's one of the hardest things that I struggle with is investing in yourself. And, you know, and sometimes I do it impulsively, and you know, I go from one extreme to the other, and then I go, what, I've just spent money on this course, I'm never going to do it, you know, like, and I've done that just not long ago, and I'm, I'm, you know, I'm not sure whether it's going to make itself work
or not, you know, what I mean? Like, part of that is not being, I think, focused enough, on my path, because I get bored, so I want to learn something new. But that's not where I should be heading, I should be staying on path. And maybe, you know, so when people come to you, you know, with that possibility of they're going to work with you, they need help with their, their money, they're there. To grow their business, they need to increase their revenue, they need to increase their profits.
And you say that you can do that by over 30% in 30 days, how is that possible? Because if you, if you in that initial conversation, you know, are telling people this, they're gonna hire you for sure. But they have to, you have to do it, you have to come across in an authentic way to do that. And so I know you do. So tell me about that?
Well, the most authentic ways I guarantee it, that's good. If you don't do it, within 30 days, if you don't get these things in place in 30 days, that I keep working with you for free, I'll pay you back all the money, and I work with you for free until you do. And the reason you can do that anyone can do it. If you're 100% sure that it works. Yeah, so it
works every single time. So I'm going to share with you the secrets, there's five areas that you focus on lead generation, lead conversion, your pricing, your profit margin, and frequency of sale, not necessarily in that order. But if you if you tweak those or adjust them 10%. So as an example, if you get 10 leads a month, 10% increase would be can you do something to get one more lead a month, that's 10%. If you do that, and you add your numbers up, you will increase
your revenue percentage by 30 to 45%, easily. Within 30 days, you can have this all in place, and your profits will increase 50 are usually 40 to 65%, but average at least 50% increase in your profitability. And some of it is putting attention to it. Another factor is raising prices, very few business owner entrepreneurs, whatever we call ourselves, rarely raise our price, even though we incur more expenses. And so those those five areas, which is the areas a CFO would work on in a
corporation. There's a few others, but those are the five main ones. And if you increase those by 10%, I guarantee you you will increase your revenues by 30 plus and your profits by 50. Plus
it comes back in my mind to even paying attention to the numbers again, right. It's so important. Yeah. And so when you're working with your clients, are you bringing them to that focus every time you talk to them?
Not every time, but it's the first area that we focus on, like you and I worked strictly on pricing. Yeah. But even if I work with somebody long term, the first area that we work in, and then at least once a year, usually twice a year, or as new products or services expand or contract or come in, we focus on the pricing. And what I used to do because I was really good at numbers was I would just tell you, Oh this this, this and this and then you by the time I got
done it was like the deer in the headlights. Yes, yes. Overwhelm Yes. So I created a calculator that visually allows you to see your expenses, visually allows you to see the income that you desire, the profitability percentage that you want, and also the taxes or in Canada, that's called GST, right? Your GST that you have to pay, factor all of that in because that's an expense. And it tells you exactly what you need to charge,
Earth sale per client. And how many customers is the sweet spot of numbers for you to work with, so that your prices aren't exorbitant or out of reach? And so we both win require the right pricing and the right amount of people to work with to make it
all work. And it's really easy to do. And even with pricing, which is different than increasing revenue and profits, even with pricing, you can easily start implementing and have it finished within 30 to 60 days, and your pricing is all set and the confidence and belief that you gain from knowing exactly what you need to charge, and how many people you need to work with that makes your business successful, is great. And then the added bonus of all of this is once we figure
out your pricing, then we forecast your growth. And this is where the magic happens, because 50% of the reason business owners don't grow is because they don't think they can afford it yet. And I show them With That Calculator how easy it is to afford your growth and start paying for it now, before you ever hire it. So it takes 50% of the problem away. That was That wasn't even a planned benefit, or bonus. It just came about afterward. And I said oh, let's play right. And I
go oh, figure out your growth. Let's do it. Yes.
So on average, how long do you work with a client?
My average clients two and a half years? I'm really fortunate I have. I have four clients right now that I've worked with 10 plus years.
Well, that speaks to relationship, doesn't it? Yeah.
Thanks. Yeah. When you become family, you really do.
Yes. Relationships. Definitely rule. And I think that, that that speaks to it very much. And in that timeframe? Have those long term clients referred other clients to you?
Yes, yes, for sure. Well, one of the things, you know, I practice what I preach, you have to walk the talk in order to be able to teach somebody else or guide them the right way. So I have a referral process or process that I've created. And I share it with all my clients, you should have some
form and keep it simple. Some form of process that you incorporate, where at least a few times a year, you're asking the people that have worked with you or know you do they know anybody else who could use this benefit or need this problem solved. You know, it's as simple as that. But if you don't ask you don't get this is
true. This is awesome. Yeah, this is this is really cool. So just a couple of quick questions before we we wrap up. The more generic than then specific, I like to get to know my my guests a little bit through, you know, what do you What's your preferred method of? of gathering information these days? Do you like to read real books? Do you use like an e book? Do you listen to podcasts? Do you watch videos? What's your favorite method of
all of the above, but I'm a book reader. Yeah, but part of my routine every day is I get up early. A coffee head so I have my coffee. And I read and I I only read things that helped me or improve me, okay. And I usually read between three pages and a chapter that I absorbed implement as much as possible. But right now, I'm reading. This is actually the third or fourth time in a row this year. I'm reading another book too. But the fourth time in a row. Success in succession. I'm
reading this book again. And I've had this book for probably 15 years, which is Florence Scovel Shinn, it was written in 1925. And it's called the game of life and how to win it. That one, and it's pretty amazing. It's, you know, it's about self improvement. And she uses biblical references from the Bible, and then puts them in metaphysical context. So that it takes out it takes out the action, but not the spiritual
aspect of it. Interesting. Yeah, it's very, it's I highly recommend, you could probably buy it for five, six bucks, and it was written in 1925. And it's, you know,
so many people talk about Napoleon Hill's book and you know, it was 1937 Lakes people are still reading these books is says a lot really, doesn't it? Excuse me. Ah sorry about that. So, two things. One, I know people can't see this but you have guitars on the wall behind you. You are a musician. And and you mentioned this earlier, an avid tennis player. I think you Were on the tennis circuit, weren't you in your day or you played a lot of tennis? competitively? Yes. I
still play. I was never on the circuit. Okay, but I do. I played competitive tennis for the last 25 years. And this year is probably the best tennis year I've ever had. And these, that's amazing. Old Dogs can learn new tricks. There
you go. So you're not going to switch to pick them all. You're gonna stay with tennis, switch. And
don't use tennis courts, please.
Yeah, got it. Right. Yeah. No, no, you're a purist. I understand actually just started watching breakpoint on Netflix. Have you seen that? Oh, yeah. Yeah. It's quite interesting, actually. Because we do watch to me,
it's a it's a great teacher. Yeah. Tennis is about having a certain skill set, and you meet somebody else with a certain similar skill set. But it's really about the adjustments that you're able to make and how calm you stay depends on how easy or tough the matches are, if you win or not.
Yeah, it's all in all how you mentally deal with things right. And business. That's right, exactly. So this has been amazing. I have one last question for you. What would be your one last question and to let my audience know where they can find you, which I will put in the show notes. So the one last question is basically, what piece of business advice would you leave with my audience as as sort of your last parting thoughts?
Realize fear is going to show up. It's not necessarily avoiding fear. It's about working through it. Failure is probably bound to show up if not failure mistakes. And one thing to think about is, maybe they're supposed to happen. In order for you to get to this next place. Maybe you're supposed to have this mistake, or this failure that comes about because the only way we find out the right path is by going down the path. And so be willing to take the risk, find somebody to
help you. It doesn't have to be me. It doesn't have to be Janice, but find someone that will help you because this was never meant to be a solo journey. Fantastic.
And where can people find you, Jacob?
You can find me on LinkedIn quite often. Hey, it's just Jacob Rodriguez. Just type in my name. Yep, perfect Roig and you'll find me pretty quickly. Do a Google search or find me at my website, which is Jacob roi.com. And
I will put that and your email address in the show notes so that people if they want to reach out and I do recommend they do have a conversation with you cuz it's worth it. So thank you. Thank you for being here. Thank you to my audience, as always, and if you like what you heard, please let us know. And remember to stay connected and be remembered. Thank you. You're welcome.