Naked at the Top

Secrets to Building a Business You Love | Kellie Simpson

• Aleyx Ward • Season 1 • Episode 7

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What does it really take to build a business you love without losing yourself along the way? In this Naked at the Top episode, Kellie Simpson shares her journey from corporate burnout to building a thriving, values-led business as a Legal VA.

She opens up about the breaking points that forced change, the importance of choosing clients wisely, and the mindset shifts that helped her go from surviving to thriving. Expect raw honesty, practical strategies, and plenty of inspiration for anyone looking to grow their business on their own terms.

From pricing red flags and firing bad clients, to building dream teams remotely and setting healthy boundaries, Kellie’s story is packed with lessons that every entrepreneur can take away. This is about more than business growth – it’s about creating a life and business that truly align.

If you’re an entrepreneur, leader, or anyone feeling stuck in the grind, Kellie’s journey will give you the tools and courage to take action.

#Entrepreneurship #Leadership #BusinessSuccess #Startup #Growth #Mindset #Teamwork #Productivity #Resilience

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Aleyx:

Hello and welcome to Naked at the Top. Today's guest is someone who leads with heart precision and absolutely no pretense. After 25 years working inside law firms across the UK and Asia, she has built a VA business that's just for the legal world. But what sets her apart isn't just systems, it's the standards. She's the kind of person who mentors others to outgrow her, organises posh Christians dinners for her team, and somehow keeps it all together. Even when the trains are flooded, the flights are canceled and her passport portrays her. We're gonna get into all of it and more on the podcast. Kellie welcome to Naked At the Top.

Kellie:

Oh, thank you, I'm thinking who has leaked that information!? about my travel chaos, yeah that's me.

Aleyx:

So well before we get into, into business, I've obviously, I just talked about the travel mishaps and I spoke to a few people ahead of this interview, Kellie and they've all told me lots of different travel mishaps. It's not just one or two. there's been m flights. There's been trains flooded, there's been no parking in London. what's been, what's been the biggest mishap for you, and how did you handle it? I'm intrigued. So I think probably the biggest one for me was a few years ago when me and my husband were going to France. So I've either traveled all around Asia, I've done loads of traveling, but I've still not been to France. there one day. So yeah, we were going over for a wedding. Our friends were already there at the villa, sat around the pool, and we were. So excited as we hadn't been on a holiday together, just us two for quite a few years since having our dog. was the time where all the flights were being canceled due to the baggage, shortage of people. were in the queue, so excited, and then started walking out of the queue and we were like, what's going on? And they were like, oh, the flight's been canceled. Hmm.

Kellie:

my, honestly, I've never been so. Annoyed and sad. Oh, it was awful. And that was it. It was the Fri We were only going Friday to Monday, so we

Aleyx:

I know.

Kellie:

get another flight. The, the wedding was on a Saturday, so yeah, literally we got back to the van and my, my mum was in dog sitting, so we just went to, we went to Castle Coon for the weekend, which is where Graham, proposed to me and we spent my 30th there and his 40th, so it's a special place, so we went there instead. But yeah, that's probably been the worst one.

Aleyx:

Yeah. So you made a bit of a weekend of it.

Kellie:

yeah.

Aleyx:

Yeah. How, it's a big disappointment when you've got something planned. Like how, how do you handle, how do you handle that? Do you have a little cry or what do you do?

Kellie:

I'm quite, I'm not like, I, I'd say I'm just, I'm quite a calm, chilled person, so I'm like, well, you can't change it. It is what it is, so you've just gotta deal with it and just make the most of, a bad situation,

Aleyx:

Yeah. Yeah. Yeah. Fantastic. And, I, I assume that's your approach to your business as well.

Kellie:

Yeah. Yeah. like I say, I, I like to have a positive, outlook on everything I do. So, I, in business we all get situations where something bad happens or you'll get an email or. you've sent something wrong and the client's maybe a little bit angry and you're like, oh no, but it's just how you deal with that, isn't it? How you know? So I'm quite, yeah, I'm quite a calm person. I don't. Yeah, I don't go too crazy about it. I'll ask, I've got a really good network around me, a really good community. So, I might go out to them to say, look, this has happened. Can you help me like this reply to this email, or I need to book a call with this client and discuss what's happened. so yeah, I think having a good network and a good community around you really helps in business.

Aleyx:

I agree, and I think it's so important to be able to ask for help and reach out rather than to try to do everything yourself,

Kellie:

Oh God, absolutely. Like my husband, I know you speak to him, but he's like amazing with that. He's just, he's such a good listener. and he always gives like the most amazing advice. So he is definitely my like sounding board when, when I need some advice. yeah, I've, I've rung him up in tears many a times. Just I think in the early days of starting a business when. it's really hard to get clients and feel like you're gonna fail and it's not going the way you want it to. And I've, yeah, rung him up in tears and he's don't be so hard on yourself. you've gotta give it time. And I'm like, yeah. Yeah. So he's definitely been a great help.

Aleyx:

Oh, he sounds like, he sounds like he's speaking to my husband. That's, very similar word in that my husband will often tell to me, give it time, be patient. it's not gonna all happen at once. So,

Kellie:

Absolutely.

Aleyx:

words.

Kellie:

Yeah, and I think that's very, very true for business. we all have this idea we're gonna set up a business and then you see everyone else doing really well and then you are like, setting up and you want a load of clients and a big community and it doesn't happen overnight. it takes a long time to build that. I'm seven years into my business now and it's just where I want it now is probably where I wanted it on, on like week one. But that doesn't happen. It takes time to grow.

Aleyx:

Yeah. So can you tell us a little bit about your, your business? Like what, what's your business called? it's obviously been around for seven years, and what do you do? Do you wanna give us a bit of a

Kellie:

So I've, wasn't very, imaginative of my business name. Kellie Simpson Legal. So I really struggled with a name at the start and I was just like, oh, do you know what I'm just gonna call it? Give it my name because I was Kellie assistant, virtual assistant at the start, and then I was probably two years in, I was just getting busier and busier. I took on my first associates and then it just went from there. I've got a team, they're coming. A few have come and a few more have come in. I think I'm around 15 associates now. So

Aleyx:

Wow.

Kellie:

associates, there's like freelance virtual legal PAs, that work with me, with our clients. So yeah, we predominantly offer legal, pa support, I said, or you said at the beginning. I've been in the industry now for 25 years. so no, no lawyers inside out. and all of my team, they're all from law firm backgrounds, so we really understand their pain points and what sort of support they need. Yeah, I love it. And I just love the flexibility of being at home. and I just love all the people I've met on my journey. there's some amazing business women out there and businessmen, female community I've got, so yeah.

Aleyx:

Yeah. And what, what sparked you?'cause you said you've, you've worked, in law firms for 25 years. What was the spark for you to go out on your own and set up your business?

Kellie:

I said, we were out in Asia for four years and then when we came back to the UK we were living in Bristol. I got a job at a law firm, a senior pa. It's an international firm, so it's a lot bigger, bigger than I'm used to. I'm used to smaller where you get you involved in all the everything. so I was working for an international firm and on a fixed term contract for a maternity cover for 12 months. I did find the role a little bit boring just because there's so many different departments doing all the things and I was just, my role was quite watered down. Although I did enjoy running the team of PAs and managing them. so as the contract was coming near its end, I started looking for other jobs and then virtual assistants popped up and I was like, oh, what's a virtual assistant?'cause back then, 2018. It was quite a new concept. Not many people were doing it. Obviously this is pre COVID. and yeah, I just started reading up, I was looking at blogs and obviously back then there weren't as many, VAs around, so there wasn't as much content out there. you've got va trainers, mentors, training materials as just so much, there's lots of VAs out there now. but yeah, I just knew, I, I really, really wanted a new challenge, something to get my teeth. And I also really liked the idea of working from home, because we wanted to get a dog. so yeah, that was it really, the seed was planted and the more I thought about it, the more I was like, do you know what I really fancy, my own business. and I'd also met a, a girl in, who had just started her own recruitment business and. We went out for a coffee and she was telling me about it and I was just like, oh my God, this is amazing. I want, I wanna do this. I really wanna like accomplish something. I, and I just really wanted to make it a success. So that has always been that goal at the start. And yeah, I feel like I've achieved that now, so

Aleyx:

Yeah, well, 15 associates. That's amazing.

Kellie:

Yeah.

Aleyx:

What was, what was harder than you thought in the beginning? Because you said you met that recruiter and you were like, oh, this sounds amazing. Like what, what, what was really hard when you were first starting out?

Kellie:

So getting, getting the clients,'cause obviously you go from a full, a full-time salary to nothing. I know I was so, so fortunate and grateful that my husband did support me in those early days because I wasn't really earning much money. And I think that's where a lot of virtual assistants struggle now. I talk to a lot of them, oh, I wanna come on board as an associate, but I'm still working in my role. I can do evenings, I can do a Friday afternoon, my, our clients need Monday to Friday support. So just that transition of employment to, BA life is quite difficult. So I'm very fortunate I did have that. Support with my husband, but getting that first client, because nobody knows what, who you are, what you're doing. You're this brand new person, So you've just gotta go out and network. And again, that is terrifying when you've never done it before. I remember my first one, we were living in wheelchair, and I got to the car park and I sat in the car. I was just so nervous and scared about getting out because. know, you've gotta do that, what do you do? And you've gotta stand up and do that, that elevator pitch. And I, and you don't, still don't really know what you do it when you are just starting out. Do you, you really find that path as you go. As you grow. So, yeah, that was terrifying. But I, I did it, I knew I had to, so and again. how I've met some of my connections. Even now, I think back to those early days and some of those people I've met, that I'm quite good friends with now. Were part of that journey at the beginning, so, so yeah, definitely finding clients in networking, I'd say are the two hardest parts.

Aleyx:

It is funny you say about the networking.'cause I used to, before I started my business, I used to hate networking and I still remember the first network and it was gonna just be an online one and I was like to my husband, okay, I'm going upstairs, I go do this networking, and it was just online. It was just me in my room and I was so nervous. I ended up not getting on. I was just like, oh, I'll just, I'll, I've got these emails I need to do instead. But now I love networking. I really enjoy going to it, but it's just a mindset thing I think.

Kellie:

I, I, I just love meeting people and I love finding out about people what they do. And you know what? Even if they've traveled where they, where they live, it's just, yeah. I, I love it.

Aleyx:

Yeah, I think once you get out of that mindset of, oh, what am I gonna say? Like, how am I coming across? And you just focus on the connections that you're making, it becomes a lot more fun. But I think, yeah, when you first start, you're like, oh, what am I gonna say? Do I sound silly? Yeah, I think it's just having that sort of belonging and that purpose and identity, because like I said, now I'm seven years in. I know who I am, I know what I'm doing. I know who my client is. I know what my business is. I know what my services are. But at the start, you haven't got a clue what any of that is. So it is really difficult to go out into a room full of people and be like, yeah, I do this, I do that. But you don't really know who you're, So it is tricky. But yeah, we, we've all been there as business owners, so. Yeah. And so what came more naturally, to you at the start when you were first starting out? What, what was just came naturally for you?

Kellie:

I think actually doing the job, so, when, so my first client, so I was, we were living in Melbourne at the time. and yeah, I started, I left my job in the October, Graham, got a job outta Melbourne. So then we moved out there in the, in the January, I got my first client, which was, when was that? Probably in the, like February, March. She was a legal consultant, so straight away. I know she's sending me a document to do. I know exactly what I was doing, I've got all this. Experience. that was the easy part for me, was actually doing the work just because I really understand the legal industry. So that was, yeah, that was the easiest part. And even now, I've got a call, later on today with a new, lawyer looking for some help. I know. I can get on that call, talk his language. I understand his world, and it's just really easy put, I don't know, put, put a finance person in and I'm like, because I don't, I've never worked in finance, so I don't really understand. But a, a lawyer, absolutely. I could talk to lawyers all day, so,

Aleyx:

Yeah, so I suppose that's where it really comes in with niching down and,

Kellie:

Yeah.

Aleyx:

having that niche. Do you think that's really helped you to grow, as well, the fact that you've niched in a specific industry?

Kellie:

Oh, 100%. Yeah. And coming back to the, the start of the journey, I went out there thinking I was gonna help every business owner because you don't wanna alienate yourself because you're looking for clients and you feel like. If I go too small, I'm narrowing that, opportunity. so, and ironically I did get a lawyer for my first client, but then my second client was a bigger client that they were like a business support. they did like training, and then COVID happened, and then I think since COVID. More lawyers have started leaving firms and setting up their own virtual firms. Everything's cloud based now, so it's a lot easier for lawyers to just work from home. And that's where it just took off and I was like, yeah, this is where I should be. I need to start niche down. And then I rebranded. So everything's just targeted to lawyers now. we do have a few non-lawyer clients, I think. I think people are attracted to us because we work in law and we work. We have a lot of processes and procedures and, quite good, good at putting like SOP guides together, like user guides. so I think people like that. I think we've got a different maybe mindset to just maybe, a standard who's doing travel or diary management. We get a bit more stuck into the process side of things.

Aleyx:

Yeah. Yeah, yeah. So that's appealing to, to those types of funds. Yeah. Yeah. So you've, so you've also grown this team of 15 and it's, it's all, it's all remote. And when I spoke to, Nicola, who's in one of your team members in France, she said that, you you trusted in her very early on and you just don't micromanage. How do you, how do you find the right people for the team whereby you, you can trust them and you don't need to micromanage. Do you have a, a way that you go about recruitment?

Kellie:

Oh, I love Nick Nicola's, my first associates. We become really good friends, actually. do you know what people say that to me all the time. How do you find such good people? And I'm like, I, I am quite picky. I do, I dunno, I feel like I'm quite, I'd like to think I'm a quite good judge of character, when I meet someone, I know if I have that instant connection with someone. I'll get a CV in, I'll look for a cv, I'll go on LinkedIn, I'll look at their experience. If they've got recommendations, I'll do a bit of stalking, like if they've got an Instagram and I can tell if they're a nice, if they're a nice person, they've got the experience, I'll have a chat with them, ask them questions, and I just know if I know they're gonna be good. I don't know. It's, it's a weird one, isn't it? I dunno. recruiters have obviously got a knack for it, a talent. For recruitment, and I always like to think maybe I've got a bit of a sort of knack for just finding good people. And don't get me wrong, I have had of associates that haven't worked out that weren't right. I don't get it right all the time, but generally, I feel like, yeah, the, the, the PAs in my team are all amazing and I trust them to get on with it. I think in the early days I might a little bit, give them a task. I'm checking in all the time. Going back to the client, are you happy? we'll do like a month. Feedback. Three months, six months. And then if they're like, yeah, amazing, brilliant. I can let'em go a bit more then. So, and like Nicola, she's been with me four years now. I know I can give her a client tomorrow and just say, right off you go. I don't need to really do too much because I trust her. She, she knows what she's doing. And I've got a few ladies like that in my team. So.

Aleyx:

Yeah. Yeah. Amazing. So it's really you go on your intuition, I imagine a little bit more, and, and, and looking into their, their energy and, and how, how you feel about them. I think that's, just as important as, as experience too, because you,

Kellie:

is a huge one when you can just see someone's really passionate about what they do. and I'll usually say, what's your availability? And they'll be like, oh, I'm around Monday to Friday, and if they need, if a client needs me, they can WhatsApp me. just that in itself. I know they're gonna be available and be a good support. If I've spoken to someone, they're like, oh, I only, I'm only around Monday till lunch, and then I don't work afternoons. Like the client to WhatsApp me, I'm just like, oh, just don't, this is gonna work because clients like to know that their PA's there on the end of the phone, we're we're there to support'em at the end of the day. So that service, I like to think is that sort of five star service. So yeah, if your PAs never answer an emails and they're not around most of the time, no, it's not gonna work unfortunately.

Aleyx:

no, you gotta have that flexibility and, and, and, customer service is so important, so Yeah. Yeah, yeah. So obviously you're a very organised person being the, the business that you're in and, I've heard that you, organised the Christmas party really well. I think Nicola told me was it. within six months, from doing your food order, you find out what you ordered for, for food. And your friend Amanda said you organised her hen party. So, so where does that come from? Have you, have you always, have you grown up just, being organised or where, where did that come from? And I'm asking as a pretty disorganised person myself.

Kellie:

Do you know what? I don't actually know what probably would be one for my mom to answer, but if I think back to my childhood, I used to love writing out all the recipes for my mom, so I would get get the, get magazines and cut recipes out and she's still got the cookbook. To this day with all my handwriting in, I used to just copy recipes and write them all out for her. So she's still got them in a book. And my mom used to work in an office like when she was younger, so I used to go on a typewriter and type things. I always used to keep my room tidy. so

Aleyx:

You sound like the dream child.

Kellie:

Yeah, just from sort of a, a young age, and I love, I've always been the family organiser 10 of us going to CRE year for my dad's 70th. So I'm organised Well, it's all booked, all done flights villa, so that's all

Aleyx:

Wow. Wow.

Kellie:

my husband's 50 in a couple of years and I'm already like, know what I'm gonna do. I've been saving, so I do like to have things all, yeah, all

Aleyx:

Yeah. Yeah. What happens if you're part of something and someone else is organising it? Does that, does, do you feel like you wanna get involved?

Kellie:

no, do you know what? Sometimes it's actually quite nice to not

Aleyx:

Yeah.

Kellie:

So my, be my best friend Charlie, she's, she's also an organiser We, we love a list. we are all, all of our school girls are going away in September, but, Charlie's organised all that and I haven't had to do anything. So it's been actually quite nice. So, yeah, it's quite nice to take, take a back seat sometimes.

Aleyx:

yeah, yeah. Nice. Have you ever organised anything where it is just gone awry? It is not gone to plan,

Kellie:

Maybe just my own travel organ. To be honest, I would say organising myself to get out the door is probably my biggest thing, and that's why I missed the, the train last time. And the weather. weather didn't help because it was like monsoon. So I had to drive really slow, but I should have left a bit earlier. But just trying to get the dog sorted and then I'm like, oh, where's this in my bag? And oh, I faff about, so I have a bit. Yeah, I'm a bit of a disorganised person when I have to go somewhere and get out the door on time.

Aleyx:

Can you for, for the, for the listeners, can you tell us about that? What, what you were just referencing there with the, the monsoon and, and the driving. What, what happened?

Kellie:

Yeah, so I was going to Bristol for an event. I was actually meeting my friend for lunch and then I had an event in the evening, so I was getting the train. Mum got here'cause she was dog sitting, had everything ready and it was. Absolutely pouring. it was like a monsoon. So I was like, oh God, I've done all my hair and everyth. Pat got everything in the car. And as I was Dr, I left myself an hour and a half because it usually takes about an hour, an hour and 10 minutes to get to the station. but yeah, just driving there, it was absolutely torrential and there's lots of lorries. Spray. So I was, what is usually like a sort of 70 mile an hour. I was driving 40. So yeah, by the time I got parked up,'cause there was parking this time, I got out and I was trying to run for the, to the station. I dropped my coat, it was wet. I had my umbrella, my suitcase, my knee, I've got bad knee. I couldn't run as fast as I normally would. And by the time I actually got into the station, the train was pulling away, so I was like, no, not again. but luckily Bristol's only a two hour drive, so I just drove and parked at my friend's house, which I probably could've done that anyway. But it's just, it's nice to just sit on the train and just get straight into the center of Bristol, So, yeah. So hopefully that's the last travel, travel, chaos.

Aleyx:

Did you make it in time?

Kellie:

Yeah. Yeah. I drove up, I drove up and then got the bus in and I think I was maybe 15 minutes late. And this was Amanda, who you spoke to? We went, I met her in, in in Wagamamas. I was actually there before her, so,

Aleyx:

so we've actually got something in common, Kellie, so, we both like to lift weights, but by the looks of your, the pictures that you share, you're a bit ahead of me'cause I certainly can't, I. Do a pull up without a band, but, but when I asked your husband, Graham, you know what, how you just unwind, he actually said it's the gym you work out nearly every day. so like, how long have you been into it? And, and, and what's, what's your drive?'cause I can see, I connect via on LinkedIn. I can see you have all the photos and things. So what's your, what, what's your drive and what does it do for, for you?

Kellie:

Oh, do you know what? I just love? I just love going to the gym. funny that, because some people absolutely hate it, but that's, everyone's got their thing. Some people like open watch swimming, some people love running. Some people just like chilling and doing yoga. That is not for me. And I just love going to the gym and lifting weights. I just love that feeling of being like, just feeling strong. Not just like physically, but just mentally. and I think because I work at home, going to the gym, it's just getting me out the house as well, and I just, I, I've got some friends up there. It's just just love it and I've been. I, God, I've been going to the gym ever since I can remember, ever since I started working. I'd go and do half an hour on the cross trainer and think that was like amazing. what I mean? so I started working with a coach just over two years ago because, I'm one of these people, I'll be going through Instagram, I'll be going from Pinterest thinking, wow, her body looks amazing. look at her legs. She's so toned. Her physique is incredible. I'm gonna do that. So I take some before pictures. And then I would never continue and get to that end result. So I thought, right, I'm gonna work with a coach and see what I can do. So I'm now, yeah, two years later, I'm about to do my third photo shoot at the end of August. And every time you're just wanna, wanting to improve and improve. So I am, yeah, I'm what, six weeks out now? So not no alcohol, pretty much just drinking water, tracking all my food. 14,000 steps a day. Four strength training sessions. But I just love, I love the process. I'm very much a routine person. I just love the routine. Five o'clock, start getting up to the gym, doing my workout, and I just feel amazing when I get home and I'm just ready for the day. So, Yeah. without the gym, like we went up to Scotland, not last week, the week before. so we were up there for four days, so there was no gym. I didn't get my steps in'cause the weather was rubbish. We were drinking alcohol. I was eating not the best, like not my usual, going out for dinners and then we went out in Bristol for the day on the Saturday when we flew back drinking again. Honestly, it took me all of last week to get over that. I just, I, oh, I got there in the end, but I was just waking up late. I was getting up at eight, I was going to the gym later. Oh, I just took, I was really craving sugar'cause I'd been eating sweets, just all of that. Whereas now I've had a weekend, a dry weekend, no drinking, getting back on track with my food and I, oh, I feel so much better. So, yeah, I just, I just like to feel good. Yeah.

Aleyx:

And it has a knock on effect, doesn't it? If you, if you don't do the exercise and then you start eating a little bit, not as well. And it does have a knock on effect. And I. mean, I don't know about you, but the days that I, so I do 5:00 AM in, in the morning as well, and the days that I don't go to the gym and I just say, oh, I need a bit more sleep. Or actually the days I'm more unproductive.

Kellie:

Yeah. But we all need our rest, don't we? And I, I do four gym days a week, so. I do have rest days as well, but then I'm still doing my steps. I've, get on the wa I've got a walking pad, which is like a little mini treadmill to get my steps in. Or I'll go out for a walk because we live in Devon and it's beautiful here. but yeah, I know what you mean. It doesn't you that, I dunno, it's that dopamine hit, isn't it, when you go to the

Aleyx:

Yeah. Yeah. Yeah, yeah, yeah, yeah. And, and do you find, if you've had a stressful day or, or things with the business, does, does exercise help you?

Kellie:

Yeah, if I've had a bit of a, yeah, if I've had a sort of stress, I don't feel like I really have too many stressful days, which is actually quite nice. Yeah, it's quite, I, I'm not really a stress person. So, but yeah, I would probably just go out for a dog walk or something. We've got, we live right on the estuaries. We've got the target trail, which is a sort of cycle trail. So I'll go for a walk down there. I just go sit out in the garden. so yeah, I, I find it quite easy to unwind.

Aleyx:

going back to the business, when, when I spoke to Graham, he was telling me, even in the early days, you were very headstrong on the types of client that you wanted to, to work with.'cause at. In the early days, sometimes you'll just work within a client'cause you need the business. But you said you were, you were pretty clear on the types of, businesses that you wanted to work with. What kind of gave you that like confidence and that conviction to be like, yep, nope. This is the type of business I wanna work with.

Kellie:

Yeah. Do you know what I, I would prob when you said that, I thought, ah, I think it was when I started working with Bill at Seven Legal, so. Me and Bill were quite similar in age. he lives in London. he's very entrepreneurial. just very inspirational. And we connected straight away. I think I connected with him on LinkedIn and I had a message in my, inbox, oh, have a chat? I need to help with client onboarding. And it was literally contract signed the next day and we still work together now. So we've been working together five years and he was just like the. Like ideal client, the sort of person I wanna work with, just so laid back, but really, really professional. He's got an amazing network. He's got an amazing business. All of his like consultant lawyers are just great. And I, I say they're like my. My work colleagues, so that's who I used to. I always make time to go up to London to do, to see them if there's an event or summer party. He, he always gets everyone together. really nice guy and I always feel like that's the sort of person I wanna work with. he, he's like tech. He works with lot of tech startups, so I just really enjoy the work as well. and I'll always go above and beyond, if he wants. He never really contacts me on a weekend. There's been a couple of SA days, but I would drop things to help him because he's just such a good client. He always pays his invoices on time, never scrutinises the time report, he is just, he's just a great client to have, generous. and yeah, so I think he's, he was that sort of, yeah, ideal client. And from there on, I, I think, yeah, that's the sort of person I wanna work with.

Aleyx:

Yeah. Yeah. So did you, were you, have you turned business away because you're like, no, that we're not a right fit. Do you feel comfortable doing that? Yeah.

Kellie:

the way we target our, sort of services and the support is that we. We can't, we've we're tailored to the sort of smaller market. So medium to larger firms typically do have PA support within in the firm. It's the sort of smaller, just, they're just getting started. They need that sort of support. They don't have the funds to fund a, a part-time or a full-time pa. So having the virtual PA support, our minimum retainers 10 hours a month, so that's quite a nice. Few hours for a firm that, don't have the funds to, loads of money, but just need that support. So I think,'cause we, that messaging is out there, that's the, the type that we attract. So, there have, there have been a couple of clients that I've got in and you, I dunno, you just know when you chat to someone that if there's no, if there's not that connection, then you probably won't hear from them again. And to be honest, that doesn't happen that often. I, I feel like I do get on with most people, but. there was one. Law firm, I dunno, maybe four years ago. And actually Amanda was working with me as an associate at the time. we spoke to the lady partner and she was lovely. like, yeah, this all sounds great. So we onboarded them and then the male partner came onto the call and he was so demanding, wanted to think like he was really like bit shitty. If things weren't turned around by the end of the day, his expectations were just ridiculous. And me and Amanda were just like. Don't think this is gonna work. And that's when I had to have one of those sort of difficult conversations. Spoke to my mom, spoke to Gray. I'm like, oh, I dunno what to do. I was so stressed about it. and I was like, I've gotta have a Zoom call with them. So I set the Zoom call up. yeah, I just had to say, look, I'm, I'm terminating the contract. I don't think we are the right fit for you. You need this. So, yeah. So it doesn't always work out. and like I said, I don't feel, I feel like I know. a client's not gonna be a good fit for me, so then I would say, get those red flags, don't you? And that gut feeling is always right. You've always got a go with the gut.

Aleyx:

Yeah.

Kellie:

I wanna come up a call and feel like, yes, oh God, I really, really wanna work with them. They are amazing. That's what I wanna get from a sort of discovery call.

Aleyx:

Yes. Yeah. And I've had it before as well where I've, I've been on a call and I've said to my husband, I don't think they're, they're right. And then I've, I've gone, I've gone into it anyway, and then a few months later I was like, I knew it because you, you instantly know. so what's, what, what are some typical red flags for you, obviously that you demanding? Is there, is there anything, any other kind of red flags where you're just like, no.

Kellie:

Yeah, I think probably like the expectations. and also when they're like, so you know, what are your, what are your rates? And then you'll tell them, they're like, oh, and you'll see there a minimum of 10 hour retainer, or are we allowed to roll the hours over? No. And then they're really picky about all of that. And you're like, got my own pa. I pay for 10 hours a month and I'm just a me small business. You are a law firm. You know they do. surely. And I just feel if they start quibbling that you just know they're gonna be a nightmare and they're not gonna pay their invoices. So yeah, that's probably the red flags. Yeah, that's probably it, really. and if they want help with things that you don't offer, so like call answering, we don't offer call answering because again, you've gotta be around Monday to Friday, nine to five. So I just say go to a call answering service. So Yeah. if they want things that we don't offer, then I'll be like, no, that's, that's not the right fit.

Aleyx:

Yeah, Usually is the ones that are, are really like looking at pricing and things that wanna pay the bare minimum are usually the most demanding. versus the ones that are like, yep, that's fine. They're actually probably the, the best clients to work with. It's, they kind of respect, respect the work that you're doing. Yeah.

Kellie:

some of them do ask like a million, billion questions. I guess it's for some pe, for some business owners, outsourcing is a huge investment for them. They're bringing someone into their business, so they need to make sure that they find the right person. So it's a two-way thing, isn't it? I, we need to be a right fit for them because they're gonna, we are gonna be seeing confidential information, they're letting us into their inboxes, finance. all of that sort of stuff. It is, it's a confidential space, so they need to make sure that they trust us. So Yeah. it's only right that they do ask lots of questions as well.

Aleyx:

Trust is a big one. Is a big one. so like in regards to your team, you're seen as a mentor, Nicola told me, you were nothing but supportive. when others decided that they actually wanted to move on and, and do their own business. Like what, when someone's been in your team and they've, they've learned from you, and they say, oh, actually I think I can do my own business. What's, what, what emotions are going through? What's going through your mind when you, when you hear that?

Kellie:

Yeah, that's always a tricky one in the VA world because I, I was the same. So I started, I started out as a VA and then I was doing associate work for Catherine Gladwin, who's a huge, she's huge in the VA world. She's like a mentor, trainer. Now. I was her associate, so I worked for free. Of her clients. But then as I got busier, I knew I wanted to grow my own business. I didn't need to do the associate work anymore.'cause it's obviously a lower rate than what you would get if you were working direct with client. So, I left'cause I had my own work and here I am. So when I take on associates, it is a really tricky one. And I do, like Nicola is perfect because she's got no desire to grow her own business. She doesn't have a website, she doesn't really. Market herself on LinkedIn. She doesn't go networking. She's just happy working with me and me gives her the work. So that is the absolute. Like perfect scenario. I do have a few of those ladies and I'm so grateful for that. I've, so Cheryl who was in my team, she was with me early on, she was amazing and she was just like slipping away because she was getting her own work. And I just knew, I knew she was gonna go and I think it was just early this year, the last client. Yeah, so she's got, she's got her own business now. She's legal as well and she's doing amazing. And I, like she'll, she'll message me, oh, I really need a bit of advice. And I will always give her advice because I will never just be like, oh, right, you've got your own business now. Bye. they're still my friends. I would still support them. I still want them to be a success as well. we're all, we're all in this together. it's that collaboration over competition, isn't it? Saying I would, I never, ever. Would not support anyone if they need a bit of advice. so yeah, that, so coming back to when I take associates on, I will do a bit of homework and if they've got like a really fancy website and like they have got clients and they may only have 10 hours free, then I'm like, well, there's no point because you're probably just gonna become full, full capacity yourself. So I wouldn't take on. So it's definitely what their circumstances are. I tend to help probably, the early stages if they're just starting out, because it's nice to give people a chance. Catherine gave me a chance at the beginning and if it wasn't for Catherine, would I have got where I was now. I learned so much from her and working with her clients and I like to give back and think I can help, build their business as well. And if I can be that sort of stepping stone for that, then, that's great.

Aleyx:

Yeah, it's beautiful outlook and like we said, collaboration over competition. I often, often say that, I'll, I'll work with people in my space to be able to give a better service, and I think there's. There, there's a, there's enough work out there for everyone, and

Kellie:

absolutely.

Aleyx:

able to support each other is just, it's so important and it makes you feel better. It makes them feel better. Why, why not do that?

Kellie:

Yeah, definitely.

Aleyx:

So, how about team dynamics? I imagine with, you being all over the place. You've got one in France, I don't know where the others are, but, how do you build a team dynamic around a, a remote business? How does that work?

Kellie:

so we've got Slack. We've got Slack channel, which I, I should start using a bit more to be honest. And I'm, I wanna start looking at ways of doing a bit more within the team. Six of us out for afternoon tea in London, which was really nice. Like I say,'cause everyone is dotted around, it's quite hard to get, if everyone's local, I'd be, oh, I'll be doing stuff all the time. But, yeah, so Nicola, she's obviously in France because we both work with seven legal and there's a summer party on our Christmas party. She will, she'll fly back'cause she's from Bristol. So she'll tie in a trip home with. We've, we are one of the client parties, so that's, that's really nice. and then because we, we work with law firms and law firms, they can. I produce quite a lot of work. and they like support Monday to Friday, nine to five. It's not always feasible to have just one associate in with one client. So I've got a few clients where there's maybe two or three of the team working with one client. So those, I've got quite a few of the PAs that have just formed these little pockets of friendships. so I've got Karen and Jackie who work really closely with one client and they've, they've become quite good friends and they work really closely together. And then Karen works with Leanne with another client. And so it's, it is quite nice. They form these little bonds and they're, they're all starting to know who specialises in what. So like Jackie. My document expert, same as Karen. So we if anyone needs any help, they can put things into Slack, and the others will on and, give some advice. and I've also sent out, like my newsletter, although I have missed the last couple of weeks, I need to get back. This is not me, but I've just had so much on. but yeah, we've got a, we've got a newsletter as well that goes round. but I'm definitely looking at. I'm definitely looking at other ways to yeah, bring the team together and I might try and get everyone together for a Christmas event, or maybe another summer event next year, so we'll see.

Aleyx:

Well, I'm sure you'll be great at organising it if you do. So, it sounds like people are quite comfortable around you and, I think it was, I think it was Nicola that, that said, she's, she's always able, feels like comfortable to tell you anything that's going on, if it's things in her personal life or and whatnot. How important do you think that is in leadership for people to be able to have real talk with, with their leaders?

Kellie:

I think it's so important because like I say, Nicholas come to me and a couple of others have come to me. another, lady in my team is going through a real tough time at the moment, but then. That makes me understand her situation. If she is away, she's outta the office this afternoon because she's viewing properties, it it makes me more understanding of what her circumstances are and that she might not be able to support tomorrow or Thursday and can I jump in and man the inbox or whatever. So I think that is, it is just having that understanding and empathy, isn't it? And I want my team to know that I'm not just here as like their. Not their boss, because they're not employed by me, but I'm here as their friend. And if they wanna, I, if they want some advice, I'm happy to, to give it. So, Yeah. it's nice. It's nice. They're all, they're all like, they're all like friends as well as, as my associates. So.

Aleyx:

That's lovely. And how do you, on the, the flip side of that, how do you approach, boundaries, and, make, making sure that things get done, that people could be open with you, but things get done at the same time and protecting, your time and energy as well?

Kellie:

I think

Aleyx:

I'm asking. I'm asking'cause I'm not very good at it.

Kellie:

I think it's just like that open communication, isn't it? So I'll be very much they might tell me something and I'll be like, right, okay, so where are we? Like, where do you need support? Let me know when you're off. So then I can get someone else in. Or it's just very much I need to be on the ball of knowing going on? Are you going on holiday?'cause at the end of the day, we need to make sure the support's there for the client. because if some, if one of the team. Going bit of a tough time and does need to take some time out. I then need to make sure that there's other support in place. does that the question

Aleyx:

Yeah. Yeah, yeah. No, so we're coming towards the end of the episode, Kellie, and what I like to do is do a quick fire round, towards the end. So you can either, answer pass or throw it back to me.

Kellie:

Oh.

Aleyx:

so who was the last person that you messaged?

Kellie:

Last per person that I messaged. Oh God, that would've been last night. Am I allowed to look at my, my phone with me? Do you know what it was probably Graham because he, he was at the gym and I was home and I was like, what time am I cooking dinner? Because I was, yeah, it was, him because I usually, in the evenings I'll try and leave my phone somewhere so I, I'm not on my phone. So it would've been, it would've been Graham. Yeah. What time are you got fatigue.'cause he was at the gym and I was like, I need to quickly get some work finished. Yeah. That it would've been him. Yeah,

Aleyx:

Yeah, I'm glad your messages are as interesting as mine. What's for dinner as the usual one?

Kellie:

Organisation. C What time am I putting the tea in?

Aleyx:

last thing you asked. Chat. GBT.

Kellie:

Ooh, last time Chap gt. Do you know what? I don't use it that often and f ironically, I'm actually going to an AI workshop, today at 10 o'clock. But when AI workshop today and tomorrow, just to learn more about Chap GBT. so I'll pass'cause it, I, I probably used it about two weeks ago.

Aleyx:

Yeah. Yeah. Oh, well, I'll be interested to hear what you learn in the workshop. I did a masterclass a few months ago, and it was game changing just to think of all the different things that it helps with. it's, it's amasing what you learn, so you'll have to let me know how you get on.

Kellie:

Yeah. And AI becoming more of a like thing in the legal world, and I feel like I need to start getting a bit more on top of it. So.

Aleyx:

what's made you laugh at live this week?

Kellie:

So I was listening to Andy Casey's podcast, so he lives locally to me. We go to the same gym. I'm on his podcast next week I think. So I thought I better listen to what the flow of the podcast is like. And he had a. Sex therapist on there. and I was, I was actually lolly at some of the stuff on there, just, he's quite funny. So I make, because I know him, but it's, I know what to expect when I go on the podcast, like he's a bit of a joker. So, yeah. So I was, I was laughing at like yesterday when I was listening to that.

Aleyx:

And I know you're a big dog lover, so if your dog could talk, what do you think he'd say about you?

Kellie:

she, because

Aleyx:

Oh.

Kellie:

baby. Yes. Because she's my main baby. She'd be like, I love you. You're the best thing ever. Yeah. That's what she'd say. She just, she's the best.

Aleyx:

so the last question I always do a, it's like a pass it on for all the listeners, to lead them with one, one piece of advice. and as if someone's really overwhelmed, juggling with a million things on their brain, within their business, what's one small thing that they could do or one system you swear by that could help them feel more clear and. Control, and I'm asking you,'cause you're obviously very organised.

Kellie:

I would probably say move away from the laptop or the computer. Just get a, just get a pad of paper, move away from the laptop and go and sit in the garden or go for a walk first, just to clear your head. and then just, yeah, come back, sit in the garden or just a nice space. Get your pad out and just write out, write down everything that's overwhelming. You just get those thoughts out. I think if you're just overwhelmed and you're just suck continually going through your inbox and you're just gotta. I do, I do get overwhelmed sometimes and I've got my business journal that I started on day one. So that's another little tip, just writing, just writing your journey down, just getting your thoughts out really does help. and I love, I love a good to-do list. I've got the diary, so I always write everything in here. but I think it does help to just be in a space that's nice and quiet and there's no technology. Get rid of your phone.'cause you'll end up scrolling on Instagram or something. So yeah, just you and you a pen in a notebook and your thoughts

Aleyx:

Yeah. Fantastic advice. Well, thank you so much, Kellie, for joining me. It was a great conversation.

Kellie:

Yeah, no, it's been really, really, really fun. So thanks. It is worth getting up early for.

Aleyx:

And is there anywhere, that, if people wanna reach out to you, anywhere that you'd like to direct them to?

Kellie:

Yeah, I find, I'm on Instagram quite a lot, so my Instagram handle is Kellie, so I'm Kellie_Simpson_Legal I think. But yeah, so I'm usually, I'm quite chatty on there. That's my main, I'm probably like my hundred percent self on there, always on stories. and then I'm obviously on LinkedIn as well, so it's my, my more professional side.

Aleyx:

Great. Well, we'll drop, I'll drop it all in the show notes so people can reach out to you.

Kellie:

Amazing.

Aleyx:

Thanks.

Kellie:

much. Bye.

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Aleyx Ward

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