Profitable Growth, Mindset & Productivity – Kelly Roach

Profitable Growth, Mindset & Productivity – Kelly Roach

KellyRoach

Today's guest is Kelly Roach, who's also the host of one of the top rated podcasts called Unstoppable Success Radio. She's an international best selling author and the CEO of Kelly Roach Coaching. She's a former NFL cheerleader and Fortune 500 executive where she was promoted seven times in eight years. Kelly brings a powerful combination of proven and profitable business growth strategies coupled with the mindset, wellness and productivity practices required to help entrepreneurs build a profitable business around a life they absolutely love.

Kelly, how's it going and welcome to the show.

Kelly Roach:
Hey Lance, going good and thank you so much for having me and for the great introduction. Really appreciate that.

Lance Tamashiro:
Oh, super glad to have you here. All right, first of all, I've got to start at the beginning. How do you go from NFL cheerleader, Fortune 500 executive and then to entrepreneur and coach?

Kelly Roach:
Yeah, absolutely. I always have had a passion for health and wellness and I danced competitively all growing up. I was always a cheerleader. I ended up a a state university. I had to pick the school that was most affordable because I came from a family where we didn't have a lot of money and I wanted to continue to perform. I want to continue to dance, to cheer and to be in a competitive sport and the dance team at the school that I went to wasn't really the best. I didn't feel like I would be challenged and I was looking for an opportunity to continue. I was like, "You know what? I'm going to audition for the Philadelphia Eagles." I did and end of my freshman year of college joined the Philadelphia Eagles cheerleading team, which was awesome. I was a cheerleader and I was on the stunt team. I did the flying as well. It was just an incredible experience. Everything about it, it was a ton of fun and it got me really comfortable.

I was a communications major, so it was awesome because we would talk to the press and we would do a lot of public appearances. We would be interacting with CEOs and obviously top athletes and news reporters and just a variety of different people. It just really helped me to have my first taste of communications and public relations and being in the public.

Then, when I went to start my first full-time career, I just knew I couldn't be stuck at a desk all day. I knew that wasn't my personality. I wanted something where I could be out meeting with people and talking to people and making an impact. I started with a company doing sales and recruiting. I joined the Fortune 500, as you mentioned, because I knew there was a ton of opportunity for upward mobility and really wanted to have the opportunity to get into a leadership role and grow my income and all of that.

I'm trying to run through this as quickly as possible.

Basically got to the point where I was running 17 locations up and down the east coast. As you probably can imagine, Lance, every time I was getting promoted and promoted, it was more and more demanding on my personal life and more and more demanding on my quality of life and energy level and all of that. It got to a point where I was helping this one company make millions of dollars. I was traveling all around and training people and coaching them and doing what I love, which is building business. I just decided that it was really time for me to take that skillset and make a bigger impact in the world, do something that was actually going to help a lot of people and that's how I got started coaching entrepreneurs and helping entrepreneurs make six and seven figure leaps in their business. That is how I landed starting my own coaching and consulting company.

Lance Tamashiro:
I love it and I love the whole story. All right, so no response needed. I don't want to date myself or yourself, but I'm a Las Vegas kid. I grew up watching the Eagles with Randall Cunningham being a full-blown fan of theirs, so that's cool that you were from there.

One of the things that you mentioned was that you came from a family without money and made you do some things, put you in some positions and then you followed these goals. I was curious how coming from a background without having access to a lot of money, how that changed your world view on business or motivated you or whatever because I hear this a lot with entrepreneurs. Not necessarily that they came from families without money, but that they don't have enough money to pursue their dreams.

Kelly Roach:
Yeah. It's crazy, right, because I think that actually not coming from money is the greatest advantage that I've been given in life. Really to be honest with you, Lance, I think it's why I've been so successful. It's why I've been so drive. I learned very early on in my life that if I took what life handed me or I could maybe flip that around and say if I accepted only what my parents could afford, right, that my life would be extremely constrained and limited and I would be getting no a lot of time. I didn't like getting no for an answer. I very quickly learned that if I wanted to turn all of the nos that I was getting in life into yeses, that I was the person that was capable of doing that. That is what's driven me since a very young age is realizing that I have the power to change my circumstances. It's me in the driver's seat and if it's going to be a certain way, it's because I either chose to do the work to create the outcome I wanted or I chose not to and, therefore, I had to accept what was given to me.

Lance Tamashiro:
You know, it's really interesting. I love that you say it was your greatest advantage. I had a very influential person in my life that was helping me through some times and one of the things that he said to me that really changed my whole abundance, scarcity mindset was he said, "I would much rather work with somebody who doesn't have access to money and resources than somebody who does have access to money and resources because the people" ... Sorry, because he would rather work with people because they understand that money and resources doesn't buy them happiness or success.

Kelly Roach:
It's so true.

Lance Tamashiro:
The people without it, they're at that advantage and so his job was always to get them to understand that that's not the goal that you have in mind. One of the things that you talked about was that as you got promoted and you were having all of these things and moving up the corporate ladder, and I was given raises and given promotions and all that, and they always come like this, "We're going to give you this new responsibility, this new title. It's going to be less work and more money for you. You're going to love it." That's the biggest lie that they tell you in corporate America as they're moving you up, but you found that it was so demanding on your personal life. What I want to talk about is how that success and moving up, when did you come to the realization that it was your happiness or this success and the way that it was and then you figured out that you could have both success and happiness at the same time?

Kelly Roach:
Yeah, absolutely. I talk about this a lot in my new book Unstoppable that just came out earlier this year and I talk about the fact that the mistake that I made was compromising a lot of my happiness in order to achieve success when reality you can have happiness, success and fulfillment, but it comes with a lot of sacrifice and it has to be done intentionally and by design. Yeah, absolutely for me, it was done over a period of months and a few short years. Not a long time but a few years that I started to realize whoa, if I keep going like this, yeah, I'll be at the top of an organization and, yeah, I can make a lot of money, but I'm going to be totally unfulfilled and completely unhappy because I've no time to live life and enjoy the success that I'm creating. I really got to the point where it was compromising my health and my wellness and as I already shared, that's a huge passion of mine.

It just came down, Lance, to me evaluating what my value system was and really determining what my top values were which were abundance, freedom, fulfillment. Those are really my top three values as far as what I want my life to look like and I realized that the only way I could achieve all three of those together was in starting my own business.

It wasn't a negative towards my past experiences. It was just hey, if I want to have all three of these things in my life, I'm going to have to go out and create it, not rely on a job to try and give that to me or create that for me.

Lance Tamashiro:
In your business, I'm really curious, most of your clients when they come to you, are they people that are struggling and trying to build something or are they people that are semi-successful but just not getting the results that they want?

Kelly Roach:
Yeah, that's a great questions. I have different programs that I run in my business and I work with business owners from startup through multi-million dollar companies. Some of the my clients, already in the multi-millions when they hire me, and they just want to up their game. They want to increase their sales, they want to accelerate growth and they really want an outside in look on where are the money leaks, what can they do to close some of the loopholes and accelerate the engagement of their team, the performance of everyone in the company and their strategy around doing so. On the flip side, I have a lot of people come to me that are in that zero to 100K phase that really need help putting systems in place. They need strategy. They need to learn some of the necessary business skillsets and mindset that's actually needed to become a successful entrepreneur. I really deal with people along the entire spectrum.

Lance Tamashiro:
Between those two groups, the startups or the zero to 100K and then the 100K up that are trying to up their game, what do you see as ... Is there something in common that they both have that's holding them back or is there something that the 100K, million dollar plus companies have that the startups don't that are maybe holding them back?

Kelly Roach:
Yeah, definitely. My most successful clients, multi six and seven figure business owners and even eight figure business owners, they are essentially moving with great speed and taking a lot of imperfect action really, really quickly. What I always tell people, Lance, is that the number one entrepreneurial skillset is your ability to tolerate an immense amount of imperfect action. It's the ability to keep moving, make mistakes, have things not be exactly perfect, build the plane while it's flying. It's all about speed, aggressive, strategy and putting one foot in front of the other.

A lot of time what I see with the business owners that stay stuck or struggle or really can't make it to the 100K mark is, one, the lack of imperfect action and what I mean by that is they keep themselves really busy and they're working really hard, but not necessarily on the right things that are actually going to make them money. My programs, obviously, are all about teaching people how to use their time, what to spend their time on and then how to develop the skills to be effective in those areas of their business, but it really does come down to the imperfection action, the speed and aggressiveness and then the thoughtfulness of the strategy. What I mean by that is connecting the dots between how you're spending your time and how closely that correlates with what you want to see in your bank account.

Lance Tamashiro:
All right, so maybe this is called, I hope I'm not putting you on the spot, but maybe this is the six figure question and that's this. If I'm stuck and I can't get my business going and I don't know what I'm doing, how can I identify that maybe I'm spending the right amount of time of the wrong stuff or spinning my wheels or trying to be too perfect? First of all, identifying that I might even need something like a coach to help me move past that? How does somebody even come to that realization?

Kelly Roach:
Yeah, absolutely. Let's start with the coach question. If you've been stuck at the same point for three months, six months, nine months and your income isn't growing and you're not accelerating the amount of new clients that are coming into your business every single month, there's an issue and you need a coach and you need someone that is going to push you, get you out of your comfort zone and actually get you spending time on the right things.

Now, going back to how do you figure out what's keeping you stuck or how do you identify why you're not growing, I always start with this. Looking at the amount of time that you're investing in your business and asking yourself is 80% of your time being dedicated to generating clients because when you're under the 100K mark in your business, you're essentially in cash flow mode. That means that 80% of your time should be focused on outward facing activities that are going to net you clients, business, growth, profit. Instead of focusing on very long range goals, you need to be more focused on short range goals so that you then use that short range cash flow that you build up to then use that as a diving board to be able to spring up and add staff, get resources, invest in advertising, hire up. Do all the things that you're going to need to do then to spring yourself into multi six figures and beyond.

It's things like asking yourself how many consultations are you doing per week on the phone with prospects, how many clients are you adding to your list each week? Are you consistently doing some type of live engagement event, whether it's a webinar or a speaking engagement or a live streaming or any type of event where you have a captive audience and people are really learning from you and engaging with you and building that deep trust with you that's going to tee them up and get them ready to close. I kind of teach it in a three step process, Lance, so I say this. There's three things that you need happening in your business at all times in order to create ongoing growth, lead generation, nurture campaigns, and conversion events. There needs to be new people coming into your business and joining your list each week.

There needs to be something happening each week that's taking those people that join your list and engaging them and really building that affinity and trust towards you and with you so that when they're ready to buy, they're going to buy from you. Finally, you need those engagement events which could be a webinar, it could be a live stream, it could be an in person meeting, it could be a phone. It could be any of those things, but it's that opportunity to make a direct offer to your audience in which they're going to raise their hand, say yes, and give you their credit card. Does that makes sense.

Lance Tamashiro:
Yeah and I love, too, you're one of the first people I've heard explain this the way that you have and that is that difference between, let's just say, six figures. Getting to a 100 grand versus being in a building mode of your business where you're cash flow strapped at six figures. I think that so many people, at least that was my experience, and I think that so many people, we've got this employee mindset where we think, "Oh my gosh, if I could only many six figures, I'd be happy." The truth is when you're working for somebody else, six figures, it's pretty comfortable. You're not paying for health insurance. You're not paying corporate taxes. You're not paying all of this. When you go off on your own and start your own business as an entrepreneur, 100 grand really is pretty uncomfortable.

Kelly Roach:
Yes.

Lance Tamashiro:
It really is. It's cash flow mode and it's cash strapped and every month it's oh my gosh, six figures, it barely keeps the lights on. It barely keeps the servers up. It barely pays the extra for all of the things that go on in running a business and I think so many people miss that because they go, "Well, if I just made 10 grand a month, I'd be happy." There's a difference between making 10 grand and then pulling 10 grand out of your business a month.

Kelly Roach:
Big, big, big difference. Really happy to hear you say that. I completely agree and what I find, Lance, is that with the rise of internet marketing, everyone wants to be a phase beyond the phase that they're actually in. Everybody wants to be doing their long range, the dream business things that they see people who are running multi-million dollar doing and they don't want to pick up the phone and call a client. They don't want to schedule a consult with a prospect. They don't want to go take someone to lunch. They don't want to go do those basic fundamentals which hey, I get it, but you know what? If you're still worrying about how much you're going to be able to pull out of your business at the end of the month and you're not sure if it's going to be able to pay the bills or of if you're saying I can't afford a coach or I can't afford to hire an assistant or I can't afford to do XYZ, then you are in cash flow mode and you should be doing activities to get your cash flow up on a consistent basis so that you can invest in infrastructure so that you actually have a legitimate company so that then you can expand and grow and truly build a freedom based business.

Lance Tamashiro:
Instead of acting like a CEO before you're a CEO. We're all like well, the CEO does nothing. I won't. I love that you said pick up the phone and make a phone call. I think that's a lost art. It doesn't exist and I know when I started my online business, the draw to it was, I'm an introverted person by nature, and the draw to it was well, I'll just put up a website and collect cash. That's awesome. It turned out, I love your three step process with leads, nurturing and conversion, because what I found was the hardest for me was that middle part, the nurturing, the relationship building, the picking up the phone and calling people when they purchased something from me. Those are the things that really changed my business. Of course, the webinars, the podcasts, stuff like that.

What is something that somebody could do in that phases? People's answer is typically they like to live in your first step which is leads, which they can all do that, or they like to live in the third step which is conversion and they'll say, "I've only got 100 people on my list. That's my problem," and you hear the flip, "I've a million people on my list and I can't make them convert." I think that the way you've got it set up, the answer is because you're not doing number two. What can people do, whether they've got 50 people on their list or a million people on their list, to nurture that because I think that's what ... If you get that number two right, it fuels conversion and it also fuels leads.

Kelly Roach:
Yeah, absolutely. Definitely podcasting is huge. Podcasting is the best way to wake your list up and build incredible authority in your field and start converting clients. Absolutely build momentum with not only the people that you've already engaged and have on your list, but certainly attract completely new ones, but you don't even have to become a podcast host. You can become a podcast guest and then start re-purposing those interviews and sharing them with your prospects as a great way to engage them and to demonstrate your credibility, your authority, your knowledge, how you can help them, all of that.

For many years, before I started my own podcast, I did podcast guest appearances and I did exactly that. I used those guest appearances to share them with my audience and to engage people and not only did I get leads and clients from being on other people's shows, but I also was able to further engage my own audience in a really high quality way through sharing those episodes with my list. Definitely being a podcast guest or a podcast host is a huge. Certainly webinars are huge, huge part of my business. I know you already mentioned it's a big part of yours as well. Live streaming now, I tested this out for the first time last week and just jumped on, did a quick 30-minute session. We went back and we took a look at the opt-ins and we had people joining the list immediately just from jumping on and doing a quick, easy 30-minute live streaming session. It costs you nothing. There's no barrier to entry. You don't have to do it a set day or time because you can do it whenever it works for you and you do an educational, quick, 20-minute teaching segment. You invite people to take the next step. You share the free offer and boom, you're building your list. You're engaging people and you're getting them ready for that next step.

What I say, Lance, is if you want to engage your list and you want to nurture your list, it's all about really high quality, free content, but you have to go beyond just sending an email. First of all, no one reads their email anymore and it's just not enough.

Lance Tamashiro:
They're looking for a link.

Kelly Roach:
They're looking for more. They're wanting engagement. They want you. They want the real deal human being. I think the further that we've gotten into the internet age, the more people are demanding a real human being and want engagement with an actual person, if that makes sense.

Lance Tamashiro:
Yeah and I think that what I love about even these three things that you gave, be a podcast guest if you don't want to be a host, webinars, live stream, is that they take you, meaning you whoever's nurturing your list, zero time to do. A 20-minute podcast takes 20 minutes to do. You don't have to prep. You just show up and start talking.

Kelly Roach:
Exactly.

Lance Tamashiro:
I'm going to let the cat out of the bag. Before this show started, before we started recording, we literally had a 30-second conversation. Hey, how's it going. Are you ready? Okay, let's go. I think the beauty of being a podcast guest is you don't have to build up a podcast and get ranked in iTunes. You've just got to show up and leverage somebody else. You don't have to produce it. All you've got to do is send it out to the people you've got and it builds authority for you, plus gets you access. A webinar takes as long as the webinar is, 60 minutes, 90 minutes, however long you go for. The live stream, I've just started getting into this too, and I think the awesome thing about the live stream is you can do it wherever you're at, whenever you just have an idea.

Kelly Roach:
Yes, yes.

Lance Tamashiro:
I hate writing. I hate doing blog posts. I never have liked them, but what I like about all of these things that you mentioned is it's quick and easy. I'm sitting out on the deck and I'm like, "Oh, here's something cool." You just pop it on, five minutes, you're in and out and people love getting not only the information, but that glimpse into not that person you portray on the internet with your professional photos, for guys they might see you unshaven, they might see you in normal clothes. That's what people are connecting with and I love how you said the further we get into this internet thing, the more that people want real people. It's almost like we've done this whole circle where we went from sales was one on one or in rooms or whatever to this automated thing and now it's selling, that technology's worn off and we've gotten used it is back to the basics of selling which is people getting to know, like and trust you.

Kelly Roach:
Oh yeah, absolutely. My message to everyone listening is these means that we're talking about here have no barrier to entry. You can do them pretty much for free, most of them are free. Some of them, webinar maybe, might have to buy a software, but that's totally up to you. You can use something like Google Hangouts, but the bottom line here, Lance, is anyone can engineer their own celebrity at this point. Anyone, from anywhere in the world, if you have a phone or you have a computer, you can engineer your celebrity. You can become an authority in your niche or field if you're willing to put yourself out there, take imperfect action and just share your knowledge and expertise with the world. Share what it is that you're the best at that can make a difference for people and do it in a compelling way.

I agree with you, I love it. I flipped the camera on last week. I had a t-shirt on. I was like, "This is great." I remember when I first started doing video for my business, I felt like every time I had to put on a full suit and I had to do the hair and the makeup because back then it was a much more formal thing. Now, it's come full circle.

I guess the final thing on that because I'm sure there's other things that you want to cover, but the final thing I'll note there is don't let your desire to come across as perfect or professional or totally polished stand in the way of doing these things because, in fact, that will hinder you more than it will help you. Because people want to work with people that they like or want to be like and they want to be like human beings. They want to hang out with people they feel like that can have a conversation with. Those very things that maybe have been keeping you small and struggling are the very things that you can let go of and they'll actually help you, not hurt you.

Lance Tamashiro:
I love it. Official permission from Kelly Roach to be able to say "Um" or stumble on my words on my podcast and I don't even have to go back and take it out.

Kelly Roach:
There you go, exactly.

Lance Tamashiro:
All right, so the last thing I want to talk about before we wrap this up is I want to talk about this whole idea of productivity and I think that whether people are at day jobs and trying to build something or don't have a day job and are working on something, where do you see people getting hung up on? We all throw around this word productivity and then we all talk about this lifestyle entrepreneurs have and then you look at the way some people run their business, it's like you have a way better lifestyle and life when you had your day job.

Kelly Roach:
Oh so much and I actually talk about this all the time. I'm actually doing a brand new webinar, I'll tell you towards the end and we can talk about it a little bit, but this topic because it makes me, it blows my mind. It blows my mind. Here's the thing. The vast majority of people spend almost all of their time on things that either they shouldn't be doing or don't need to be done at all. Period. The vast majority of most people's working hours in their business are spent on things that either don't need to be done or should be done by someone making $10 an hour. Until you get of the mindset that you are responsible for doing profit producing activities and that you need to push everything else aside in your business and focus first on making sure you can stay in business, essentially. That is your responsibility as a business owner, to make sure you can stay in business, turn a profit, take care of your family and follow through on the commitment that you made to your customers and your clients and all of that.

That's at any stage, whether you're a new business own and it's about getting appointments with prospects or you're an advanced business owner that's focused on retention and peak performance of your staff or hiring to grow your team or list building or building systems and automation. At every stage these things are so equally important. The biggest disconnect I see every single day, Lance, is what people say that they want in terms of outcomes and it's just not correlating with how they're actually spending their time day to day.

Lance Tamashiro:
Yes. Absolutely. I love it. I love your message. I love your consistency. I love your energy. I can see how people get great results working with you and being around you. Where can somebody go if they're listening to this and they're like, "Kelly's got this figured out. I need more. I need to hear more of this. I need to know about things like getting more leads, nurturing my list, getting more conversions, being more productive," where can somebody to get more of Kelly Roach?

Kelly Roach:
Yeah, definitely. First thing I want everybody to do is go to automation-secrets.com. It's automation-secrets.com and get the report there that walks you through how to get the top 35 things off of your plate that someone else should be doing for you that you can quickly and easily delegate and it's also going to walk you through the top five things that you can systematize and automate to grow your business more quickly and easily and get yourself out of the weeds and actually into profit product mode. People can go to automation-secrets.com or just text automate report to 442222 to get their hands on that. The other thing is, and you mentioned it already so thank you so much, my podcast, Unstoppable Success Radio. I'm there three times a week. We bring the best quality content and strategies to help people go further faster. I'd love to connect with anyone there.

Lance Tamashiro:
Awesome. Well, I super appreciate you being here. I think that your message is super important and I still, I love the way that you break down cash flow versus real business mode and I think that if more entrepreneurs started out with that understanding this, I think that's a huge breakthrough that a lot of people never ever consider until they get to six figures and go, "Wow, six figures is really like two figures by the time you're running your business." I really appreciate you breaking it down that way.

Everybody right now should go head over to automation-secrets.com. Pick up the report and figure out what it is that you're doing that you shouldn't be and how to get that taken care of for you. Also, check out Unstoppable Success Radio. You can find that, I'm sure, on iTunes Stitcher, everywhere else. Check out Kelly Roach.

Kelly, I'm super glad that you made it here today. I really appreciate you spending your time and everybody else, thank you for listening and we'll talk to you on the next episode. Thanks and bye now.

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