I Fully Automated My SMMA Service Delivery (Tutorial)
Summary
TLDRThe speaker emphasizes the importance of systemization in scaling a business, contrasting the inefficiency of relying on unsystematic 'SM guys' with the power of creating a 'system of systems' that operate autonomously. They share their personal journey of transforming their calendar from chaos to order through strategic hiring and system implementation. The video delves into tangible and intangible systems, detailing the process of automating business operations and intellectual training for consistent outcomes. The speaker's experience illustrates the transition from manual client management to a streamlined, efficient service delivery model, highlighting the pivotal role of systems in delegation and scaling.
Takeaways
- 😀 The speaker emphasizes the importance of having robust systems in place to compete effectively in the Service Management (SM) industry.
- 🤖 A 'system' in this context refers to a set of processes that can operate independently, not just a virtual assistant (VA), but a comprehensive 'system of systems'.
- 🛠️ The speaker advocates for automating as many steps as possible in the customer journey, from lead generation to client success, to create a seamless and efficient business operation.
- 📅 The speaker shares a personal example of how implementing systems transformed their calendar, reducing the workload and allowing for better delegation.
- 🔧 The speaker distinguishes between 'tangible systems' like workflows and 'intangible systems' or intellectual processes that guide decision-making in the business.
- 📝 The importance of having scripts and SOPs (Standard Operating Procedures) for various business functions is highlighted to ensure consistency and reliability.
- 💡 The speaker suggests that understanding when and how to use these systems is crucial, which is part of the intellectual systems that need to be taught to team members.
- 📈 The speaker explains that systems should be in place before outsourcing tasks to ensure that there is a clear standard for performance and efficiency.
- 👥 The speaker discusses the process of hiring and the importance of having systems to train new hires effectively, ensuring they can perform tasks with minimal supervision.
- 🚀 The speaker shares their personal strategy for scaling their business by first outsourcing client launches to an admin VA and then to a full-time operations manager.
- 🔄 The speaker concludes by stressing the need to break down service delivery into its components and systematically outsource tasks once the right systems are in place.
Q & A
What does the speaker suggest is the key to competing against most SM guys?
-The speaker suggests that having the right systems is the key to competing against most SM guys, as they often lack understanding of what a system is.
What does the speaker mean by 'turning your business into a machine'?
-The speaker means creating a system of systems within the business that work independently, allowing the business owner to operate efficiently with minimal effort.
Why did the speaker's calendar look like a nightmare before automation?
-The speaker's calendar was a nightmare before automation because they were manually handling numerous tasks without any systems in place to streamline the process.
What is the main focus of the speaker's discussion in the video?
-The main focus of the speaker's discussion is on service delivery and the importance of automating it through the creation of systems.
What are the two main types of systems the speaker wants to discuss?
-The two main types of systems the speaker wants to discuss are tangible systems, which include workflows, zaps, and scripts, and intangible systems, which are intellectual systems or ways of thinking.
Why is it important to automate as many steps as possible in the customer's journey?
-It is important to automate as many steps as possible in the customer's journey to create a seamless and efficient process, reducing the need for manual intervention and increasing the reliability of the service delivery.
What is the role of a VA in the context of the speaker's discussion?
-In the context of the speaker's discussion, a VA is not a system but a person who can facilitate systems, manage them, or perform labor that is part of a system.
What does the speaker suggest is the first step in creating a reliable system for service delivery?
-The speaker suggests that the first step in creating a reliable system for service delivery is to break down the process into its smallest components and create scripts or guidelines for each part to ensure controlled inputs and outputs.
Why is it crucial to have systems in place before outsourcing tasks to people?
-It is crucial to have systems in place before outsourcing tasks to ensure that the people you hire can follow a clear and efficient process, allowing you to gauge their performance and maintain the quality of service.
What is the significance of having a private scaling group according to the speaker?
-The significance of having a private scaling group is to share intellectual systems and ways of thinking, providing a framework for members to reliably scale their businesses without guesswork.
How does the speaker describe the process of hiring and training someone using systems?
-The speaker describes the process of hiring and training someone using systems as creating SOPs (Standard Operating Procedures) and training materials that allow the new hire to perform tasks efficiently and correctly, reducing the need for the business owner's direct involvement.
Outlines
🤖 The Importance of Systems in Business Automation
The speaker emphasizes the significance of establishing robust systems to outcompete competitors in the Service Management (SM) industry. They argue that most competitors lack understanding of systems, which presents an opportunity for those who can automate their business processes effectively. The speaker shares their personal experience with calendar management, illustrating the transformation from a chaotic to an organized system. They introduce the concept of 'system of systems' to explain the need for comprehensive automation that covers all aspects of service delivery, from lead generation to client success. The paragraph concludes by highlighting the two main types of systems: tangible (e.g., workflows, zaps, scripts) and intangible (intellectual systems or ways of thinking), which are essential for scaling a business efficiently.
🛠 Building and Utilizing Tangible and Intangible Systems
This paragraph delves deeper into the types of systems needed for business scalability. The speaker discusses tangible systems such as high-level workflows, zaps, and scripts, which are physical or digital tools that can be manipulated. They stress the importance of not just automating small tasks, but creating a comprehensive system that covers the entire customer journey, from awareness to achieving desired results. The speaker then transitions to intangible systems, which are intellectual and involve teaching people when and how to use the tangible systems effectively. They advocate for the creation of a wealth of intellectual systems to fill gaps that automation cannot, ensuring a seamless and efficient business operation. The paragraph concludes with the speaker's personal approach to sharing their intellectual systems with others through a private scaling group, aiming to eliminate guesswork and provide clear direction for business processes.
📈 Systemization as a Prerequisite for Delegation
The speaker discusses the critical nature of having systems in place before outsourcing tasks to others. They argue that people are not systems; rather, they facilitate, manage, and perform labor within systems. The speaker shares their experience with hiring, emphasizing the importance of having a system for setting appointments as a baseline for evaluating an appointment setter's performance. They also discuss the process of creating Standard Operating Procedures (SOPs) to ensure that tasks are performed with zero guesswork, allowing for the reliable transfer of skills to others. The speaker provides an example of how they used systems to delegate client onboarding, reducing their workload and increasing efficiency.
📊 Outsourcing for Efficiency: The Sequence of Hiring
In this paragraph, the speaker outlines a strategy for outsourcing tasks to improve service delivery efficiency. They suggest calculating the average time spent managing a client and breaking it down into specific tasks such as customer support, client launches, ads maintenance, and ad creation. The speaker then discusses the sequence of hiring, recommending the first hire to be an admin VA to assist with time-consuming tasks like client launches. They share their personal experience with hiring an admin VA, transitioning to a full-time North American-based employee to handle multiple tasks, and creating detailed systems for ad maintenance and customer support. The speaker concludes by highlighting the importance of systems in training new hires and ensuring a smooth handoff of responsibilities.
🔧 Refining Systems and Scaling the Business
The speaker concludes the script by discussing the refinement of systems and the process of scaling the business further. They describe how they continued to maintain control over ad writing while delegating other tasks to their operations manager, Nick. The speaker details the process of training Nick through shadowing and providing detailed systems for handling client launches, ad maintenance, and customer support. They emphasize the creation of a 'foolproof' system that allows for reliable inputs and outputs, minimizing the need for creativity in the process. The speaker also mentions their private scaling group, inviting interested individuals to join and learn more about their systemized approach to business growth.
Mindmap
Keywords
💡Systems
💡Service Delivery
💡Automation
💡Tangible Systems
💡Intangible Systems
💡Scalability
💡Delegation
💡Hiring
💡Client Lifecycle
💡Efficiency
💡Outsourcing
Highlights
The importance of having robust systems to outcompete competitors in the service-based industry.
The necessity of systems for scaling a business, beyond just hiring virtual assistants.
Transforming a business into an autonomous machine-like system for maximum efficiency.
The transformation of a chaotic calendar to an organized one through systematization.
The significance of hiring personnel after establishing efficient systems.
The concept of automating service delivery to reduce manual effort.
The distinction between tangible systems like workflows and intangible intellectual systems.
The potential for automation in various aspects of business operations.
The strategy of creating a system of systems for the customer journey.
The importance of scripting for various stages of customer interaction.
The need for controlled inputs to ensure controlled outputs in business processes.
The role of intellectual systems in guiding people to use tangible systems effectively.
The process of transferring skills to others through reliable systems.
The benefits of creating a private scaling group to share intellectual systems.
The necessity of having a baseline system for evaluating employee performance.
The strategy for outsourcing tasks based on the time they take and the systems in place.
The method of gradually handing off tasks to new hires using a systematic approach.
The final result of a calendar cleared of tasks through effective systemization and delegation.
Transcripts
most SM guys are idiots and it's really
not hard to compete against them if you
have the right systems because most of
them don't even know what a system is
and if you want to scale you need real
systems right like not a VA a VA is not
a system I'm talking about like turning
your business into a machine like a a
system of systems that work on their own
so that the driver can just like hit the
gas turn the wheel your business is a
race car you're the driver and you're
the engineer so you need to maximize the
efficiency of every single part of your
business so that you have the most
leverage possible and so that you can be
the most productive with the least
amount of effort now this is my calendar
before I automated pretty much
everything in my business uh it was a
nightmare I was dying it was not a very
fun time or fun experience and through
adding systems I was able to make my
calendar look like this now I'm
specifically going to be talking about
Service delivery in this video I wasn't
just Service delivery that changed my
calendar from this to this it was hiring
a sales rep it was hiring an appointment
set and it was hiring an operations
manager to get to this point um but I do
really want to lean into the system side
uh and the service delivery side here
because I know a lot of people are
wondering like how can you automate Your
Service delivery and just like have it
be so that you really hardly have to do
anything right I know it's a really kind
of weird thing and the answer really is
systems right and people in my opinion
people severely underestimate the level
of systemization required to scale an
agency like a lot of people think it's
just like oh you can you know hire two
or three or five or six people and then
problem solved but the reality is really
just not that at all people are not
systems they're not they're people
facilitate systems people manage systems
or people perform
the labor that is a part of a system if
that makes
sense so there are two main types of
systems that I want to get into here the
first one is tangible systems so these
could be your highle workflows uh your
zaps your scripts right things that you
can actually you know they're you know
they could be on your computer they
could be a physical piece of paper
things that you can manipulate with your
hands in some way shape or form these
are your tangible systems so again
workflow zaps whatever now before
getting into intangible systems there's
something that I want to talk about here
right when it comes to high level
workflows and zaps and so on and so
forth a lot of people will automate one
cool little thing with a highle workflow
or they'll automate one cool little
thing with zaps or zappier um the
problem with this is that the level to
which or the extent to which you can
automate things just with these tangible
systems is absurd
like it's not about just automatically
sending an email like what you want to
do is and this is why I say your
business is a system of systems your
business really is one massive assembly
line for the customer's Journey point a
on the assembly line is when this person
has never heard of you before point B on
the assembly line is where the person
has achieved the result that your
product or service
promises there are so many steps in
between and you want to automate as many
of these as you possibly can the first
one would be your lead generation method
to make them aware of who you are and
make them interested in what you do
right then you have appointment settings
sales onboarding client maintenance and
client success up to get you know to get
them to the point B right but like think
about all the tiny minute little things
that you do there are so many and just
within the scripts category you have an
appointment setting script but then you
have your common objection handling
scripts the you also have within your
appointment setting uh uh system you'll
probably have um appoint uh texting
scripts it could be DM appointment
setting scripts um it could be cold call
scripts it could be scripts for calling
somebody who came in from a cold email
versus somebody who came in from a paid
ad and all of these scripts are systems
to approach these
conversations but you can also have
scripts that are your onboarding script
you can have scripts that are just the
little part after they say yes on a
sales call what do you say from here we
you want to get down into the real real
nitty-gritty little uh parts of your
business to make sure that you have
controlled inputs because controlled
inputs yield controlled
outputs what you ideally want to do is
just put someone through to the next
stage put someone through to the next
stage put someone through to the next
stage and the only way to do that
reliably is by turning this all into one
big system of systems of systems of
systems so you know in using highle
workflows or in using us zaps or using
scripts you want to set these up in such
a way that there is nothing that needs
to be done other than following this
process you want there to be zero brain
power required in order to perform these
things now brain power is where we have
the other type of systems which are
intangible or intellectual systems right
so for example uh in a sales
conversation you do have scripts but you
need to know when to say what right so
these are those intangent systems that
you need to install into the people who
are facilitating your systems as brains
the normal way of saying that is teach
your sales reps what to say when so you
can have little systems and automations
and and and things here but you also
need to have intellectual systems to
teach people how to use these systems or
to fill in the gaps that these tangible
systems cannot fill so for example a
really simple intellectual system is
teaching a media buyer how to write ads
right how to write specific spefic types
of ads that you know work best for
example in order to follow your
Frameworks your methodologies for
writing ads and with time what you want
to do is build a wealth of intangible
intellectual systems so that you just
have proven ways to move about in your
entire business so that things just
become easier and nothing needs to be
you know brought back to you and you
want these systems to be systems so that
you can teach people how to use these
systems as reliably as you yourself can
use them you don't want to just build up
a skill kind of aimlessly and then not
be able to teach it to other people the
system is what allows you to transfer
the skill over to somebody else in an
extremely extremely reliable manner so
that's why I created a private scaling
group for agency owners in there what I
do is I give everybody my intellectual
systems my ways of thinking so for
example when you're running ads what do
you do when your lead cost is overx or
how do I know what lead cost to shoot
for I give everybody these intellectual
systems so that there's there's no
guessing there's no guess work it's very
simple it's extremely straight to the
point here's where you're at here's
where you need to go here's what you
need to do to get there here's the
bridge right that's really the idea with
all of this and so that's just a quick
little rundown for the two main types of
systems at least the way that I look at
the the tangible systems you know the
automations the zaps Etc and the
intangible systems again being the
intellectual systems and the the ways of
thinking bottom line systems come first
before you Outsource to people
because like I said people are not
systems people facilitate systems people
run systems people manage systems so if
you don't have systems for people to run
or manage it's just going to be a
complete mess for you so that's why a
lot of people talk about creating Sops
and this kind of thing again I I cannot
stress enough how important it is for
you to build the systems before
delegating things this is why you know
made a video in the past on like when
should you hire an appointment cter for
your agency and what I was saying say
was don't hire an appointment setter
until you have a system to set
appointments very reliably and hit
certain metrics and kpis because then
and only then can you really gauge if
this person's doing a good job if you've
created a system for onboarding a client
and it normally takes you two and a half
hours which is where I was at in the
past when you hire somebody you can
create Sops for them literally Click by
click so there's zero guesswork for them
and then from there you can gauge okay
well why is it taking this guy 7 hours
to do this he must be slacking off and
then you can front that maybe they have
questions maybe they have concerns or
maybe they're making excuses and then
you can get rid of that person and
replace them because in reality it
should probably only take them three and
a half hours because in your business
odds are you're going to be doing things
much faster and much more diligently
than anybody you hire that's always not
always the case but especially when
you're hiring people at low dollar per
hour that's really really going to be
the case um but again what I'm saying is
you you can't know how your people are
performing if you don't have a baseline
for how they should be performing and
the way to have a baseline for how they
should be performing is to have a
reliable system where you onboard a
client within 2 and 1 half hours every
single little set of events happens a
bunch of little systems are played out
within that three you know two and a
half hour period and then you know okay
here's everything that needs to be done
you can check over their work you can
see how long it took etc etc off the bat
people aren't really going to
necessarily uh you know they they might
take 5 hours to do something that would
take you two and a half so give them a
few attempts before being like okay why
is this taking so long um but this is
how I took all of this red off of my
calendar right the red was all this
client stuff and a lot of the blue down
here in the evenings creating you know
managing client accounts and this and
that uh systems are how I was able to
delegate these things even to you know
low dollar per hour VA and like when I
had done you know 77k in a 30-day period
it was myself in a part-time VA and
that's where I was getting killed but
when I brought an operations guy on
full-time when I brought an deployment
seter on etc etc
so much work got taken off of my plate
then it was just sales calls I had to
worry about and then later on I got a
sales rep and that that was all you know
problem solved basically uh but I I just
systems are so important for hiring
people and bringing bringing people on
board um now so what you want to do is
you want to calculate when it comes to
Service delivery how long it takes you
lifetime to manage a single client on
average right you can come up with a
rough estimate um and this it's going to
be more when you're newer because you're
in the ad accounts more you're worried
about this you're worried about that
you're not sure you never been in this
situation you never been in that
situation so you're navigating a lot of
new situations so things just take
longer when you're newer um but what I
had found is that it would take us about
7 and a half hours to fulfill a client
throughout their lifetime of being with
us um now from here I broke down that 7
and a half hours into like how long does
it really take and this is also not even
at full efficiency but uh we found that
customer support and like replying to
emails so on and so forth would take
about 2 hours over the lifespan of
client um client launches would take
about 2 and a half hours ads maintenance
would take about two and a half hours
and then ad creation would take about
half an hour per client over their
lifetime so from here what we want to do
is look at the first hire and the second
hire who can we Outsource this stuff to
and when should we do it and in what
sequence should we do it who should be
the first higher and who should be the
second higher now if you know if you
remember from before what I mentioned is
that I hired an admin VA in order to
just save me a bunch of time on client
launches because the launches were
taking a long time the red in that
calendar there was just me taking launch
calls right uh cuz I still wanted to be
client facing at that point in time
because with my VA I wasn't really
comfortable with my VA being client
facing so I was doing the ad maintenance
of course I was doing the customer
support and I was doing the client
launches in the beginning the client
launches were killing me so I was like
okay what we can do is just hire an
admin VA to help me with the client
launches you can also have an admin VA
help you with customer support provided
you have a system for that again
already so for your first hire that's
what I would recommend because you can
hire a part-time VA and have them save
you 5 hours a week for like you know a
hundred bucks a month right I made
another video on this I'm not going to
go in depth on that but that's the one
on on Time audit it's called do this in
your right now um but that's a really
nice place to start because even if
you're doing let's say $3,000 a month in
Revenue it's like well if you could save
20 hours a month you can hire that
person for $100 a month out of your 3K
that's really not a lot of money it's 3
3.3% of your total monthly Revenue but
you can save yourself 20 hours a month
to increase your Outreach increase your
calls increase your sales and obviously
improve your service as well um both
within the service delivery pie chart
this is what i' f found so the first
thing I did was I outsourced client
launches I found issues with this VA he
wasn't very good so on and so forth I
wanted to bring on a North American
based full-time person in order to help
me with all of these things and be able
to Outsource this stuff because I had
created over you know the the couple
years before I had created an entire ads
maintenance system so once xll have been
spent on an ad turn it off if if x doll
have been spent and we've had only one
click turn it off right if we're running
under X under X ads at the same time
turn a new one on and start testing
right if we're in this situation do this
if we're in that situation do that and I
was building this entire system to the
point of you know this is where we can
talk about how I really really automated
this thing but with the ad maintenance I
got it to a point where if somebody had
never run ads in their life all they
would have to do is read this chart that
I had and they would know exactly when
to turn on and off all client ads so
then I also with the the goal of this
second hire was to replace the first
hire being the part-time VA be full time
do the client launches do the ads
maintenance and do the customer support
and take the launch calls that's part of
the launches I guess the launches here
are actually they're actually three and
1 half hours uh now that I think about
it because uh the launch call would be
about an hour and then there would be 2
and a half hours of
setup um so when I brought this person
on that was easily handed off and dealt
with I made an entire launch call
process if this goes wrong click here do
this do that here's a little 35 second
loom for if you run into this situation
then once you're done this move on to
this one if you have any issues with
this then click and watch this 40c Loom
and that'll help you solve that problem
and then we'd also obviously have calls
uh for the first you know few weeks
every day just to you know so I could
teach him everything um but then from
there what happens is okay client
launches are fully done and dealt with I
don't have to take launch calls anymore
anym the way that I handed those off was
like we would hop on a launch call or we
would hop on a call together uh he would
First Shadow like two or three launch
calls then he would take the first part
of the launch call with me on the call
then he'd take the second part with me
on the call then he'd do an entire
launch call with me just shadowing him
and making sure everything's okay with
him then I sent him off on his own right
with obviously the the script and
everything but in having a system for
that it's really easy to do the handoff
and never have to touch it again as
opposed to having this person come back
and say oh I couldn't figure this out on
the call and then now the client's
pissed off because I I don't I didn't
know what I was doing and you know they
think we're unprofessional and like this
person just signed on and now they're
getting buyers remorse and they don't
trust you because you didn't have a
system to to uh train somebody on for
this so that's again why systems are so
important but once I had done this in
the admin from the admin inside of
things it's really just like my guy's
his name's Nick like Nick just reads the
chart if the chart says to turn ads on
he's going to turn ads on if the chart
says to turn ads off he's going to turn
ads off he learned media buying through
what looks like code like so the guys on
the the inside of my group will know
what I'm talking about but like it's
like I basically wrote code that just
says if this and if this and if this
then turn ad off else keep add on like
that's basically what it is um if you're
interested in joining that private
scaling Group by the way there's a link
in the description you can learn a
little more about that Fook a call with
me um but in in doing this again it just
makes everything foolproof reliable
inputs reliable outputs we want to
minimize the need for creativity in the
process when systemizing and scaling a
business and the same goes for customer
support I gave him a customer support
system is somebody upset if so this say
this then say this then do this and then
say that you've done this for example
right and there's so many so many
different little systems but again you
know what we want to do is look at okay
here's the breakdown right that's why we
want to make this the first higher
because it was really three and a half
hours per client that I signed um I had
kept the 0.5 hours per client lifetime
as my own task the whole way through I
still write the ads to this day but I
write ads every like at this point it's
a lot less than half an hour to be
honest but at this point I probably
write an ad every like 1 to 2 months and
it takes me like 15 to 45 minutes to
write one ad or maybe I'll write three
so it's extremely low maintenance that's
something I'm more than happy doing if I
wanted I could hire a copywriter to do
it for me but it's just so easy that I
don't need to um so that's really like
again what I've done to just take a
whole bunch of stuff in my calendar off
of my calendar excuse me at least from a
service delivery standpoint like I said
I I'd hir appointment Setters and
um all this kind of thing but uh Nick is
an absolute G love him uh still works
with me to this day he's been working
with me a little over a year now um but
uh yeah that's pretty much it uh if you
enjoy this video go to my Channel watch
whatever else is there um otherwise
click Whatever video is popping up on
screen for you now and I'll see you
there
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