Pricing for Profit and more … with Next Level Coach Jacob Roig | RR267

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.