JAMIE TROCHE FULL INTERVIEW TRANSCRIPT
Jamie's Unconventional Path to Consulting
AJ: Welcome to today's episode of the Thriving Through Podcast. Today, I am delighted to have Jamie Troche as my guest. Welcome, Jamie!
Jamie: Hi!
AJ: How are you?
Jamie: I am great!
AJ: I ask this question of every podcast guest. It's a way to kind of get our conversation started. What was your path to becoming a self-employed consultant?
Jamie: I will have to say that I never actually thought it was something that I was going to do, but I actually originally went to school for nursing. And I do have two children, so I actually never went through with that career path.
When I was staying at home when they were very, very little, me and my ex-husband actually started a business creating obstacles for gyms around the country that do American Ninja Warrior training for kids and adults. That started out with my son being interested in the show. And then we found a class that did little obstacles on the floor and things like that, and my ex-husband was into manufacturing. So he kind of saw the obstacles on the show and said, that would be really cool to kind of get that into his class. He's like, I can make that stuff. So he did, and then it became a hit, and we started out selling that kind of stuff on Etsy.
It just kind of blew up. It's a very, very small niche, and everybody in the community started kind of jumping on the bandwagon of creating their own little classes, which then turned into little gyms later on, and now those gyms have competitions all over the country, and even in other countries and stuff like that. Outside of the show, it's just a little community of people who actually do compete with each other. So we went from literally selling it to people doing it in their backyard to selling it to franchises now.
From Manufacturing to Web Design to Consulting
Jamie: I started out going from an Etsy shop to creating just a Squarespace website for the business, just from what I learned on my own. And from there, everybody just kind of started seeing it. When you start a business, your friends and family are like, oh, I do this, and I've been thinking about a website, or I've been doing this, and I think that would be great. So I started doing websites for my friends and family. And from there, it's just word of mouth. It just started taking off, so really I just kind of started building websites for friends, family, and then their friends and family.
Then I actually went through a divorce in 2021. And so I stepped away from the manufacturing business, and I was like, I really have something here. I really know what I'm doing when it comes to marketing and websites. I just kind of absorbed everything I could over the years. Everybody kind of comes to me for advice and things like that, so I said, why don't I just start doing this for myself?
I created my own website at that point, and I started kind of just marketing myself a little bit. And what I found was that when I would get a client who wanted me to build their website, it's a small business owner who really has a passion for something. And then they have a lot of questions about how to run a business. And I built several businesses at this point for helping my friends and family, and the one that I did myself. So I have a lot of knowledge and a lot of just problem solving.
We'd be having a conversation, and I'd say, I have experienced that before, let me—have you tried this, or have you tried that? And so finding that most of my clients were getting really happy just from helping them. And that was free. They would pay for a website, and they'd get all this free knowledge, basically, or problem solving from me, and I became this go-to person for people who actually became my friends through making them a website.
That's kind of where it started with the consulting side. And at that point, I decided I really want to get more into doing that. And just this year, recently, I decided I'm going to kind of start pushing that and actually market that for myself. And maybe make some money from the marketing side of consulting.
AJ: So are you moving away from website development, or just building this up to be a bigger piece?
Jamie: I think it's going to just be another service that I offer.
Focusing on Small Business Owners
Jamie: I really focus on small businesses. I don't go after the corporate, big—you can do a $10,000 website for a large company easy. But I actually enjoy what I enjoy about it is that interpersonal relationship that you develop with that business owner for a couple of reasons.
They are doing something that they are passionate about, obviously. They maybe started as a hobby, realized that they can make a little bit of money doing it, and then it's like a baby to them, it's like another child. They really are passionate about growing that business. So when you get to talking to them, whether it be for a website or helping them with their marketing or anything, really, they love what they're doing, and they just want to learn, do it better. And when I can connect with somebody like that, then I feel more passionate about what I'm doing, because they're passionate about what they're doing. And I'm just helping them.
And if you think about where I started, I originally went into nursing thinking, I want to help people, and this is actually—I'm still helping people, because these small business owners are actually when they make money, and they do something great, and they have a good month, that might pay for a vacation, or that extra class for their kid, or something like that. So it's not like you don't know who it's helping when you can see that growth in their business. It's really rewarding in that way.
AJ: It's like you're still helping people like you did when you trained as a nurse, but without the blood.
Jamie: Yes, exactly. Which, I mean, there was a point where I actually passed out from seeing too much blood, so it's kind of a good thing that I do not have to deal with that.
AJ: That could be an occupational hazard that could prove to be a problem.
Jamie: Yeah.
The Biggest Challenge: Self-Doubt and Imposter Syndrome
AJ: So tell us a story or two about a big challenge or one of the biggest challenges you faced since building your consulting practice, and how you overcame that?
Jamie: I think one of my biggest challenges was actually self-doubt, or being overly critical of myself, thinking that I wasn't qualified enough, basically, to actually be doing what I was doing. And that, I think, was a very long process of me kind of basically getting over. I would have to say it was probably the biggest thing that I overcame, was making myself, or making my brain, realize that I knew what I was doing and I could do this. And it's just honestly being a business owner, right? Taking those challenges head-on and doing it.
AJ: What did you do that helped you realize you did know what you were doing and that you had enough knowledge to actually consult and charge for it?
Jamie: It took a while, it took some time. I got, and I still get very, I would say, socially anxious. So when I do things to put myself out there—and I've been doing so much recently—I have been putting myself out there more and more, and I realize that I'm not that uncomfortable with doing it. But I have those points where I feel very imposter syndrome. I would say that getting over that is just understanding that people need help, and even if you have a tidbit of something that you can give somebody, and it is helpful to them, then that's all that matters.
It's not that you're supposed to know every single thing. It's impossible to think that you can. You can't. And if you go into something thinking that you know everything, you're never going to learn anything anyway, so you've kind of already put yourself in this hole. So realizing that I knew what I knew, and I had the experience that I had, and I was able to help the people that I did, that's all that mattered.
I helped them. And then maybe I didn't have the specific answer to something, but I could help them find it or direct them in a good direction. That is what it's all about. It's being able to solve a problem or being able to get somebody a step closer to where they want to be. And I think that that is actually, when I realized all of that, that's when I started to become more confident. And my business started to grow.
AJ: So it sounds like you gave yourself permission to not know the answers to everything and to say, you know what, I'm not sure. Let me think about that, or I don't know, but let me see if I can help you find the answer to that.
Jamie: Yes. Exactly.
Getting Clear on Your Ideal Client
AJ: How clear were you on your ideal client when you started to actually market yourself or put yourself out there that you were a consultant?
Jamie: I had a pretty good idea. I would say I had a really good idea at a very beginning point because, of my clients, I did have some bigger ones, a couple of them. Like I said, I had franchises that I built websites for and things like that.
And I realized as time went on that I personally didn't enjoy those interactions as much. They would take so much more time than somebody who was just doing something because they loved it. And those people that I was working with that really cared about their business and their product and their service—it was something that they were doing every day—they were much more passionate about what I was doing for them as well. And I just enjoyed my interaction with those people, where it was more personable, where I could relate to them.
I think it's something I learned pretty quickly: this is who I want to cater towards. These are the people that I want to work with. And the more I did that, the more happy I was, and the more I actually looked forward to doing my work, which ended up making me be better at my work, obviously, because I wanted to put that much more time and effort in because I genuinely cared about that person's business doing well.
Finding Your Ideal Client Through Natural Connection
AJ: So I'm hearing your ideal client is almost somebody that you kind of naturally resonated with. Somebody where there was just this natural connection that happened, as opposed to having to force it.
Jamie: Absolutely. Yes.
AJ: That's beautiful because I think many consultants who are trying to figure out their ideal client almost don't pay attention to that natural connection. They think they need some special analysis or complicated framework when sometimes it's just about noticing who you naturally connect with.
Jamie: Absolutely. And I will say now that I've gotten to that point, I do realize that I try to do a deep dive into who exactly that client is and relate that to maybe a larger demographic of people. But in the beginning, it was very much that feeling of, okay, I really liked working with this person. I felt like I was very helpful to this person. And they felt like I helped their business, and I can see that their business did well because of what I did. So that makes me realize, okay, this is the path to go.
Marketing Yourself as a New Consultant
AJ: So you realized a few years ago that there was this kind of natural transition to consulting, and you recently started to put yourself out there and market yourself as a consultant. What are you doing to market yourself?
Jamie: I have been trying to do more networking. I have this, I would say, urge to put myself out there in person. I know that there's a lot of virtual networking that goes on, and I would say I do a little bit of that, but I really want to try to touch base with people in person if I can.
So I have actually started putting myself out there, going to different Chamber of Commerce events around my area and just trying to really connect with people. And most of the time when you go to those, I would say it's a lot of small business owners that are trying to promote their business, and I would say the majority of them are actually thinking about getting a website or actually getting help with marketing. So that really kind of is my target demographic, going to those kinds of events. I've been doing more and more of those recently.
And I would also say social media has been a big part of it. I have been trying to put myself on LinkedIn and on Instagram, and I'm working on just basically trying to show more of what I'm doing, what I actually can do for people, and just making that known that I am somebody who is willing to help. And I've had a very, I would say, positive response to that.
AJ: So taking the social media step and putting yourself out there in person, how has that felt for you? Because earlier you talked about social anxiety and imposter syndrome. Has it gotten easier?
Jamie: It has gotten easier, I would say. The more that I do it, the easier it gets. I would say I do have moments still where I'm like, oh my gosh, what am I doing? But then I tell myself, okay, all I'm doing is I'm talking to people and I'm letting them know what I do and how I might be able to help them. And that's it. It's just a conversation.
And if I go into it thinking that I'm trying to force something, then it makes it so much more uncomfortable. But if I go into it thinking, I'm literally just talking to people, and if I can help them, great, and if I can't, at least I made a connection with somebody who maybe knows somebody that I can help. So that's where I kind of landed on all of that, and it makes it so much easier and so much less stressful when I have that mindset going into it.
Vision for the Future
AJ: Where do you envision yourself being three to five years from now with your consulting practice?
Jamie: Three to five years, I would love to be able to say that a rented office space with a few agents underneath me and a long waiting list and full pipeline. But maybe that's in 5 to 10 years, or something like that.
But that is the goal. I want to eventually be able to hire a few people who can learn from me, and then help as many small business owners as possible. I really think that that's where it is. It's hard out there for small business owners, and I think that having a little bit of help can do a lot of good.
That's who—those are the people who donate to charities, the good ones, the ones that matter, the ones that mean something to them. They're the ones who give back to their communities. They're the ones who try to put their kids through school. That's who I want to help. So I think the more people I can have under me learning how to do that, the better, and we can really make a difference in the community of that middle class, small business owners, and just really be that go-to consulting agency, marketing agency.
Biggest Challenges Ahead: Believing in Yourself
AJ: What do you think are going to be the biggest challenges you're going to face in achieving that vision?
Jamie: Probably my own belief in myself to be able to do it, making those leaps. Every business comes to those points where it's like, do I invest in this, or do I—where it gets a little scary. Do I sign that lease on that office? Do I hire this person when I know how much it's going to cost me?
And you really have to keep in mind, you go back to those same things that you always work on. I heard this one time, I think it may have been—I don't remember where I heard it, but I do remember that it was when you're facing buying something that's going to be investing in your business, like whether you're going to hire somebody or not, it's kind of like, what is it going to cost me if I don't?
Asking that question. So I'm going to put this deposit down on leasing this office space, and then it's scary, so it's like, well, what if I don't? Well, what would it cost me to not have that office space? It's going to cost me probably agents that were much better at what they do because they're not going to get their own office space if I don't do this.
So yeah, believing in myself, and then constantly moving forward, knowing that I will make the right move, and it's a good idea.
AJ: So believing in yourself, I also hear trusting yourself, trusting that you've got—that your instinct, or your gut, or what you're telling yourself is right.
Jamie: Yes. Absolutely.
Rapid-Fire Questions: Resources and Connections
AJ: Well, we're coming close to the time, wrap-up time, and I have a couple rapid-fire wrap-up questions.
Jamie: Okay.
AJ: So first one is, what's one book, podcast, or resource that's been invaluable to your consulting practice?
Jamie: My favorite book that I recommend to everybody is The Decision by Kevin Hart. Have you read that one yet?
AJ: No, I haven't.
Jamie: I would definitely recommend checking it out. He gives so much good advice in that book, and it keeps you interested because he is funny. And he does it in a very funny way. And so I would definitely recommend that book, The Decision by Kevin Hart.
And podcast-wise, I really like—oh, I have so many. I do like Elena Cardone's podcast for women. It's very empowering to women, and women-owned businesses, and just—that's a really good way to improve your self-confidence. She has a lot of good things to say there.
And then Eliza Schlesinger. I can never say her last name, but she's a comedian, and she's really, really funny, but she gives a lot of good life advice, and because she's such a successful woman business owner and a woman, and she also has children. She has people calling in and asking questions, and sometimes it's silly things, and sometimes it's really deep, good questions. And she gives really good advice, and again, it's funny, so it's easy to listen to and stay engaged with.
AJ: Beautiful. And now, the single most important question that I can ask you, how can listeners connect with you if they want to learn more about you and your work?
Jamie: Well, I do have a website, it's jamiesdesign.com. And you can find me on Facebook, Instagram, LinkedIn, all the same, Jamie's Design. I'm there.
AJ: Okay, good. And I will put the link to LinkedIn, to your LinkedIn profile, in the show notes. Great. Well, Jamie, thank you so much for being my guest today. I really enjoyed our conversation.
Jamie: Yeah, me too. Thank you very much for having me.
