[00:00:30] Hey everyone, Sam Ovens here and today I have Casey Roussel on with us. Casey is a Consulting Accelerator member. He joined back in 2015, a while ago. When he joined he was doing a little bit of consulting, he had one client I think it was and he was making about $1000 per month with that client. Through the process of going through Accelerator, he was able to really refine his consulting business and grow up to the point now where it's making around $30,000 per month. On this interview we're going to explore the story of how this happened, how you went from 1K a month to 30K a month and also your niche in the value you provide and all of that stuff. Thanks for jumping on with me.
Casey Roussel: My pleasure Sam.
Sam Ovens: What is your niche?
My niche is, I've always had the desire for software and making things more efficient. My niche is I help businesses grow their revenue and improve their efficiency by automating manual processes.
Sam Ovens: Got it. You basically look at a business's manual processes and inefficiencies and streamline them, automate them, things like that.
Casey Roussel: Yeah, I've used technology to come in and get rid of the manual paperwork and let the technology do the work.
Got it. Is it for any particular type of industry?
[00:02:00] We started in government with law enforcement. We built the nation's largest electronic warrant system where we automated an entire warrant process. That was sort of my background but I took that concept and brought it over to the private sector to help individual businesses and companies eliminate the inefficiencies of the paperwork. It's really not specific, the niche is specific but not the particular industry.
Sam Ovens: Got it. Let's go back to 2015 when you first joined Accelerator. What was going on then?
[00:02:30] We'd just come out of an acquisition fire company. I was looking at how do I take the lessons and experience I've learned through 17 years of business and how do I take those lessons and teach them and give them to businesses so they don't have to go through the same learning lessons and difficulty that I went through, how can I shrink that learning curve for them. That was my dream and my vision. That's how it all started.
Sam Ovens: Got it. When you first joined, did you have a job back then? Did you have an existing business? What was the situation?
[00:03:30] The acquisition I went through sort of fell apart. We made the decision to relaunch but it was very exhaustive on our part. I knew that I wanted something more and I wanted to transfer from being just the owner employee to really making a difference and really helping business owners because so many of my friends came to me for advice and had me help them [inaudible 00:03:17] hey this is kind of what my calling is and what I wanted to do. I made the transition from that to what I'm doing now. I still do and have the ownership in part of the other company but my primary focus today is the consulting and helping business owners.
Sam Ovens: Got it. What made you want to, how did you find out about Consulting Accelerator?
[00:04:00] I think it was Facebook. I saw one of your ads and I listened to your VSL and went through it. I was like, man this is kind of what I was looking for. It really intrigued me. I wanted to do it, I had some ideas but I really wasn't sure and the first time I heard your message I was sold. I think I signed up the day I listened to it and never looked back.
Sam Ovens: What was it about it that made you interested?
[00:04:30] I think as you know there are so many products on the market and so many people selling something, it was something about your delivery that you seem very genuine where a lot of these other people it's just kind of like a gimmick. They're trying to sell something. You were very realistic about what to expect. This isn't a get rich quick scheme, you're not going to go close some links and do some stuff and make all this money. You were very upfront and honest about the process it took to be successful. I kind of narrowed down what I call my mentors and you're one of them. I have three of them. That's what has kind of always attracted me to you and your program was you seem very genuine and I wasn't disappointed.
Sam Ovens: Who else is on that list?
Grant Cardone and Ty Lopez. [inaudible 00:04:58] those are my three.
Sam Ovens: Got it. You joined the program and then what happened next?
[00:05:30] I was a little surprised because, I was surprised at how of the philosophy that you went into behind why you do what you do. As a consultant it's, you went more behind the scenes and educated. A lot of the things I thought I knew because I've been in business, going through your program allowed me to really confirm that okay, this is what I want to do. It touched on things that I was never even thinking of. It kind of opened my eyes to look at things from a different perspective.
Sam Ovens: What's an example of one of those things?
[00:06:30] I think it's the mindset. One of the biggest things I guess I learned through the situations that I've been through is to be successful there's two things you've got to have. One, you've got to have a niche but you've got to solve a problem that people are willing to pay money for. It's not just solving a problem, people have to be willing to pay for it and then you have to be able to sell and market it as well. The lessons and the worksheets really get you to think about those things and write them down. One of the biggest things from you was the taking the action of actually doing the work and not just talking about it and reading about it, it's actually doing it to make it all come together.
Sam Ovens: I find it fascinating that wasn't the norm in other programs, you know what I mean?
[00:07:00] I've been through them Sam. I've tried them and you can tell right away, they're selling almost a very specific thing. I just, being in business I didn't fall for it. I kind of knew the reality of it. Again, that's kind of what attracted me to your program was from the very start, you were very upfront and clear. Like I said, you're not going to be rich tomorrow, you have to go through the process, you have to do to work. If you do the work you'll see the results. It's not a get rich quick thing and that's what, like I said, a lot of people don't do these days.
Got it. What changed in terms of your business as you were going through the program and learning and applying all of this stuff?
[00:09:00] My biggest thing was, I think because of my experience was the different stages of consultants that you lay out and then expected revenue from them. What happened for me was after about a year I think I hit that plateau of, okay being a consultant of just giving one on one advice, I was almost to the limit because there's only so much time in a day. When people hired me, they want me for their time with it. I kind of followed your progression of, okay now I'm going to go to, I went from not only a monthly fee for me as a consultant but I started where [inaudible 00:08:29] work. Now I'll get percentages of company growth, particular projects that I work on, take that next leap and I'm releasing my first online course now where I go through the programs to increase the revenue. I'm working my way through that progression. That was one of the biggest things I've learned of how, because before I started your course I just thought of being the consultant of hey, I give advice. I'll work one on one with clients but then you realize, okay you tap out pretty quickly on what's the max amount of money you can make in that model. Your program helped me trans up to the different levels.
[00:09:30] Got it. Then how do you package your services to these clients? You help them solve the problem, which is improve efficiency and automate processes, streamline processes using technology but how do you package that up and sell it to people? How much do you sell it for?
[00:11:00] It kind of depends. I have different levels. If you want me to come in and just be an advisor to you where you can call me, we can discuss different things, I normally have a starting rate of about $2000 a month for my services on that. If you want me to actually show up at your office, if you want me to do actual work and analyze different things, that bumps up to 5000 a month and then I have a different package where I'll actually work with you on developing the software because I have the partnership in a software company whereas if I sit there and actually help you design the software solutions and work with vendors, that can be all the way up to $10,000 a month. It just ranges on how much of my time and value you want me to bring to the table. My customers range. Now I'm going to where you get that but for more I want a percentage of what we do. If it's solving particular problems because everything I do is about increasing revenue. That's my sole focus for the business. I'll get a percentage of any increase above what they're doing when I start that is a result of my actions.
Sam Ovens: Got it.
Casey Roussel: That just depends on the size of the deal Sam.
Sam Ovens: What, so people can understand because we've talked about it conceptually but can you give us an example of a specific situation where they had a manual, cumbersome process that you came in and streamlined?
Yes. One of our clients is an apparel company where they sell apparel to businesses. They are a straight B to B client. They'll sell the apparel. Orders would come in from their clients via email, fax and they would have employees sitting there and entering the orders into their system. They're a $30 something million a year company, they do about 20,000 garments a month through their system. That's, I think they had 4 employees working almost 10 hours a day putting in orders. We came in and I advised them how to build the online ordering portal, our software came in, our team came in, built. Now all the customers place all the orders on their side. They've eliminated, not only eliminated 3 of the 4 positions, they've rerouted them to do other things but they've eliminated all the errors in entering the orders. On overnight orders, they were about a day and a half, two days behind on orders. If someone sent in an order and they needed it over nighted, it was at least 4 days behind just because of how long it took them to get the orders in. Now the orders go in automatically to their order management system. It's increased their productivity unbelievably since we put in the system.
Sam Ovens: Got it. How did you go about getting that client?
It was an individual that I knew actually from the gym and I just told him what we were doing. I kind of sent out some marketing stuff and explained what I did and how I help companies. I stopped and visited him one day and say, "Hey man just tell me about what problems you're facing, what you're struggling with." That's what he brought up, some of the orders and I said, "Hey let me show you how we can solve this." That has lead to multiple other projects we had done through them just because it's made such a difference in their business and made a difference because it was revenue. It affected their revenue. It wasn't just something that felt good to them, it actually improved their bottom line.
[00:14:00] Got it. That's a good, for people listening, that's a good way. Curiosity often leads to good things. It leads to getting customers, it leads to getting discoveries about niches and markets and people's problems. You've got to be curious. You always got to just talk to people and ask them what problems they're facing and explain things. You approached him like that instead of approaching him and saying, "Hey I think what I have can help you and I think you should be interested in what I have." You know what I mean?
[00:15:00] I'll be honest with you Sam. Probably 90% of my customers I picked up from being at events and being at different meetings and just talking to them about what their situation is. Just ask them, "How is your business going? What things are holding you back?" They're pretty frank, they're upfront with what's going on. To me that has worked fantastic for me in the line of work that I was doing. Obviously if you're putting out a program it's a little different with the marketing but I think with consultants, it's very personal. People want that personal attachment. They're not just signing up for a consultant through the internet. For me I think it's really important to go out and actually be face to face with people, talk to them and understand what their situation is. Let them know that you care about them.
Sam Ovens: Yeah I guess my point is that you can talk to people and talk about yourself or you can talk to people and be curious about them. You know what I mean? There's a massive difference. When people go out and they talk about themselves or try and sell what they've got or talk about their thing, people hate that. But when you're curious about someone else, they love it. People like talking about themselves.
I agree. It's that old saying, I don't think anybody wants to be sold on anything. I think people want to be the ones that, "Okay I'm making this decision to buy something, to purchase something." They're only doing that because they feel like this product is going to solve something, make their life better. I agree 1000% with you. I don't think you should ever lead by talking about yourself and what you did. Understand their problems, understand their situation and then make an offer saying, "Hey I can help you solve that problem" is the right way to do it.
Sam Ovens: Got it. Then you got that client kind of through personal network. How have you gone about getting your other clients? What is your system or your rinse and repeat for really generating clients?
For me it was my network. Again, for me it was different because I've got 17 years of being an entrepreneur in different businesses. I have a pretty extensive network. When I went up, I introduced what I was now transitioning into, I've got a pretty good response from that. I was able to reach I guess my personal limit of the one on one consulting through that method. Now to do what I'm doing or leading to with building either a firm or the program, I'm going to have to do more marketing or more outreach on social media but for me, because of my network, I was able to get to the level I'm at now because of that network. It's different if you don't have that network then I think you have to do more of the social media and internet marketing and attend the chambers of commerce, attend the business associations meetings, try to get involved with the different organizations and the different conferences to meet people because that's what it's all about. You have to meet people and you have to let people know what you do or no one is ever going to know you exist.
Sam Ovens: I've never attended one of those chamber of commerce things.
[00:18:00] For you I don't know how much you would get out of it at this point but if you're just starting and that's, you're trying to do business locally in your community, those business organizations are where you're going to meet other business owners, especially if you sell B to B, which most consultants are. If you're a B to B consultant, you have to get involved so people can understand who you are. You level up as you expand as a consultant.
Sam Ovens: You said that word quite a few times, B to B. I don't understand it. I think it's just P to P, people to people.
It is. I think it's also, I think it's maybe a little bit different of how you market. I agree, it is P to P on that but I think maybe how you approach your consultant. If you are B to B, I know a lot of business owners that I've dealt with, these CEOs, they're not on Facebook. They're not on social media very much either because of their title, because they don't have time for it. For me, going to these business organizations where they were, where they went to lunch at. I would go to the fancy restaurants where I knew the client I was looking for, I knew where they were, where they hung out. I went to those events knowing that okay, that's where I'm going to find them. If I was selling to the general public then I would maybe take a little different approach but for me and the client I was going after, I kind of knew where they were, where I had to find them to get them.
But you were still going after a person, not a business.
Casey Roussel: Yeah.
Sam Ovens: A business doesn't exist, you can't talk to it.
[00:20:30] Absolutely. The personal side you're absolutely correct. It's going in there and having that conversation. If you can't, it's funny I think it's one of the biggest problems with our younger generations is that no one can talk to anybody these days. Over the phone, it's all texting and email. I think that you have to have that personal connection. I agree 100%. If you can't make that personal bond with that individual, they're not buying from you as a consultant. It goes back to why I bought the Accelerator. I felt that and I kind of told my wife this. I feel like me and Sam are great friends and I never met the guy. Just watching your stuff and going through it, I really felt like you were talking to me and you weren't just trying to sell me on something. You were trying to help me. That was a personal exchange. I think that's really important or the number one most important thing is you have to have that personal relationship no matter who you're selling because like you said, you are selling to a person.
[00:21:00] Yeah, I think what enables people to have a way, like getting the right frame of mind to be more personal and have a deeper connection is to forget about the business. It's to just think that you're talking to a person, you know what I mean? You're a business, right? I have a business. My business did business with your business but at no point did I ever treat it like B to B. You know what I mean?
[00:21:30] Absolutely. It's weird Sam, if I spend an hour with a customer of mine, a client of mine, we might talk about business for 10 or 15 minute. The rest of the time is about our family, it's about our kids, it's about what's going on in society. It's that personal relationship that makes everything. They do business with, yes you're solving a problem and yes we have serious business conversations but at the end of the day it's two people. It's two individuals, two human beings talking. It doesn't matter where you're located, how much money you have. It's two people working together and solving a problem for each other.
[00:22:00] Got it. Then where does the B to B piece come in? I find this fascinating, that's why I'm talking, trying to dig into this. We have kind of established that it's very personal and we're talking to a person and we have a connection with a person but yet it's B to B.
[00:23:00] I guess I'll look at it as how my, from a business, all right take the personal out for a sec and just take the business. A company pays me. Yes there is a person behind it but when I market, I'm going after a business. [inaudible 00:22:32] a general person in the public as an individual I don't have anything to sell to them because they don't own a business. My clients are business owners that have a business. When I say B to B, it's more like business owner to business owner, not business to business. It's still the personal but I'm not selling to an employee. I'm not selling to a homemaker in what I do. I sell to businesses but yes, in reality I'm a person selling to a business owner, another person. It's all personal but my marketing and how I present my business I'm looking for business owners. I guess that's a better way of clarifying it as B to B. [crosstalk 00:23:23]
Sam Ovens: I think it's still clear to say P to P but the P has a B.
Correct. It's P to P. At the end of the day, you're absolutely right. It's a person to a person that the whole thing revolves around.
[00:24:00] I see sometimes it confuses people. You see some websites of these B to B things, enterprise sales like software and things. It's all about, the language they're using. It's so formal and it's so proper. Then there is all these stock images of people in conference rooms with printed out charts and things. It's just, it's the most unpersonal, unappealing, unattractive thing in the world. It kind of makes people shiver. You know what I mean? There's no connection, it's sterile. I think that only happens because these people are looking through this B to B lens all the time.
[00:25:30] Yeah. It's funny Sam, one thing that all of my meetings with my customers, for the most part, are all in person or via video conference. I don't do mail outs, I don't do hand outs. If it's a particular software product, when we get to there, we'll start mapping things out and work flows and stuff. But as far as the consulting stuff, everything I do is face to face because I want that personal connection with that and not just over text, over email, over the phone. That's all great but to me, so much has made a difference to me of being in person. When trying to get more clients, I can send out 100 emails, I can send out 100 flyers that might [inaudible 00:25:15] one meeting. But if I stop in at a business even unannounced, just knock and say, "Hey can I speak to so and so" that has had a drastic difference of the results I've had because one, anybody can send an email, it takes no effort. It's easy to do that. You can mass mail it out where it takes effort to stop at somebody's business and go talk to them.
[00:26:00] Right away the business owner of that individual knows, "Wow. He cared enough to stop and see me. He took time out of his day to drive all the way over here unannounced knowing I might not even be here." To me, that personal engagement in person has made a huge difference to me and I would advise anybody, if you can meet with people, I don't care if you've got to get on a plane and go. It shows so much of a personal relationship as opposed to just emailing somebody.
Sam Ovens: Got it. You said you got most of your clients through your personal network. What does that process look like for doing that? If someone is listening to this right now and they've got a personal network, how do they go about using that to get clients?
I think the first thing you have to do is, which your program does excellent is you have to identify what that niche is and you have to say, "Okay here's the problem I'm solving" and you know that, okay people are going to solve that problem. Then unless you're just something completely off the wall, someone in your network is either going to need that or they're going to know someone who needs it. Most of the people in my network are very eager to help me succeed. I think it's a natural human cause that people want to help other people be successful, especially if you're a decent human being. I reached out to all of my network and I took them to lunch, I took them to dinner. I went to visit with them in person and say, "Look. Here's what I'm doing. Here's what I'm trying to accomplish, this is my desired customer. Do you need this or do you know someone who needs it?" I was really surprised how eager everyone was to help me and point me in the right direction and even my customers now, almost all the customers I get are referrals from my existing customers where I'm delivering a value and they're like, "Hey, this person needs that. This person need that." It kind of just snowballs but you have to deliver. You have to make sure that you're delivering a value that people are willing to pay for.
Got it. You've gone from 1K a month to about 30K a month with your business, you're still very in person and quite a lot of actual delivering the work yourself. What problems do you face right now in your business?
My business is the scale of time. My clients, they demand a certain amount of time to get accomplished what I've committed to get accomplished. I treat every one of them like they're my only client. Me, now I have to make that transition which you talk about in your program of how you scale that consulting up. How you get to that seven figure consulting with it. Now I'm transferring from me being one on one with the customer to me building the online program to where now people can sign up and they can go through my entire program and learn it for themselves where I'll walk them through but now I can see thousands of customers and walk them through that program versus me being one on one. That's the transition that I came to. I realized that probably I guess six months ago that okay, if I want to get to seven figures either I have to build a firm where I bring in other people and really expand this or I take the route of building an online course and program where I can take, where I can coach one to many that sort of environment. That's where I'm at making that transition.
Sam Ovens: Got it. What are your thoughts about doing that and not being able to meet with these people in person because it's now a program?
[00:31:00] Well, I think I'm going to do some of both where my one on one is going to be very specific to certain people. I've also learned that you can't be everything to everybody. You have to really [inaudible 00:30:06] where can I, one do what I want to do [inaudible 00:30:10] accomplish and deliver the maximum value to my clients. But I also do, Sam, a good part of my work is I call pro bono, where I help people that maybe can't pay me, just starting out but I do it because people helped me. I'm big into helping. I have a saying right here on my desk that says your living is judged by what you get, your life is judged by what you give. I'm big into giving back, I'm big into helping people with it. I'm still going to have the one on one because I love the personal commitment but I would like to start doing webinars, seminars, speaking at seminars, giving back and engaging from that side. I think I'll still always have the one on one customers, they'll just be limited to how much time I can spend with them.
Sam Ovens: Got it. It's interesting because you said you had never spoken to me, we hadn't even exchanged an email, a text, a phone call, a voice message or anything up until this call but you said that you even told your wife that you feel like I'm a good friend.
[00:31:30] Yeah. I think a lot of it is my personality, Sam, where I do a lot of deals. Unfortunately [inaudible 00:31:29] success as I've had in years I've been burned just as bad with it but I treat everyone like a friend. Like I said, I've never met you until today but I would give my shirt off my back to you. It's just, it's how I am. I believe that's the way to live. I won't go through life thinking people are out to screw me and hurt me. I do everything I can to help people when I can. That's helped me in business.
What I'm trying to say is that you can still have that connection that I'm talking about that you get in person virtually.
Casey Roussel: Absolutely.
Sam Ovens: It takes careful design, you know what I mean?
[00:32:30] Yes. You have to know how to do what you're doing. You're not successful and had the success you've had because of dumb luck. You know what you're doing, you have a practice that's tested and proven. You've mastered it. That's why it's successful with it but it just doesn't happen overnight. It's something you have to learn. Your course lays it out. If someone is willing to do the work and go through it, your course is definitely, it will get them there.
Sam Ovens: Got it. Then what's the future look like for you? Where do you want to be one year from now? Three years from now?
[inaudible 00:33:14] I bring today-
Sam Ovens: Hold up.
Casey Roussel: ... how I do that-
Sam Ovens: You still there?
Casey Roussel: Yeah I'm here.
[00:33:30] Cool. The connection dropped. If you would just, I asked that question, if you would just answer that question from the start again.
[00:34:30] Yep. My goal, Sam, is to take the experience and the value that I bring to a mass level. I always say that, I told you Grant Cardone is one of my mentors. I'd love to be on the stage at Grant Cardone's Growth Con. I'd love to be with Ty Lopez. I'd love to be on with you where I can get my story, my message, my encouragement to millions of people that would be watching and spread it that way. To teach entrepreneurship, to teach the right way to do it. Teach the right way of how to start businesses with the right mindsets of giving you the opportunity to be the most successful. I'm looking to take all the experience that I have and all the knowledge that I have and how do I mass get that out to help others be successful in what they do. I've always looked at it is, if I can make other people successful then I'll be successful. That's my big vision is to be, to give back and to teach as many people as I can and help them be successful.
Sam Ovens: I think maybe you're aiming too low. You should try to create a stage on your own that then Grant Cardone and Ty Lopez a privilege to be on.
[00:35:00] I'm glad you said it. As I was saying it I was like, "I know what Sam is going to say to this." It was funny that you replied but I agree. I guess that is my long term goal. I'm trying to get my plan to get there with it. Long term, that's kind of what I'm starting this program in January is to build that case for that but you're absolutely right.
Sam Ovens: Got it. Then what would you say has been the one most transformative part of going through the Consulting Accelerator program?
I'm sorry, you broke up. What did you say Sam?
Sam Ovens: What's been the one most transformative piece that you've got from going through the program?
[00:36:30] For me I think it's the, I don't want to say the emotional side but you cover so much stuff in that program that's not actual the business. Not the market, the selling. I mean you talk so much about the attitude and the mindset of why you're doing what you're doing and the reason why you're doing what you're doing. For me, that was important but also I guess it gave me the encouragement of going through the program of, okay I know I can do this. Everything Sam's talking about I believe in. He's living proof that you can do this. I was like, okay that was the confirmation I needed that okay, I can do what it is I want to do. Now I just have to apply it and go do it. The biggest thing was taking that action because I thought about it, thought about it and your course was like, okay. Get off your butt and go do it. Stop talking about it and go take the action and go do it.
Sam Ovens: Got it. What would your number one piece of advice be for other members in the group?
I think it's got to come back to one, taking the action of actually going through it and focusing on it. But for me, it's always about, again this is my experience Sam because I've started so many businesses and ventures that I thought was the greatest thing in the world and I realized that they were great to me but no one wanted to pay for it. For me I think when you're in that beginning of starting that niche of okay, what am I going to do. If your goal is to make money and your goal is to be successful financially, you have to know what it is that you're delivering and that people are going to pay for it and that you can sell it. I try to participate as much as I can on the Facebook groups and motivate but so many times I see a niche that I want to say, "God, this solves a problem but I don't know if anybody is going to pay for this or not."
[00:38:00] I think you've got to know what your goal is and if your goal is financial, you have to make sure that whatever you're doing, whatever problem you're solving that you know someone is going to pay for it. Today with surveys and Facebook, it's so easy to test a strategy. It's so easy to get feedback on will this work or not. Then if it does, it's all about scaling. To me, that would be the advice of making sure that your niche is not just solving a personal problem. Make sure it's solving a problem that people are willing to pay for.
That's good advice. Then how do people learn more about you? Where can they find more?
Casey Roussel: They can go to RevenueToolBox.com. That tells everyone the services that I offer. With that you can find me on Facebook or Instagram as well. Facebook is Casey.Roussel, you'll find me there. RevenueToolBox is where you can contact me and get in touch with me.
Awesome. Well thanks for jumping on and sharing your story.
Casey Roussel: Awesome Sam. Thank you so much and I'd love to talk to you more often.
Sam Ovens: Cool. See you.
Casey Roussel: Later.