We definitely know that when, particularly business owners get involved, we tend to paddle, so how can we make our businesses a bit more mechanical, and streamlined so it just grows when we want to turn the tap on and we can turn it down if the situation calls for it. That much work that we need to be looking at, thinking about a bigger turn.

It all starts with a conversion event. So, what is the event that takes place that converts someone into a customer or a client? Now there’s a couple of different business models that we can use as examples. In the service business model, it’s typically a phone call, or if you’re selling low-ticket services, it might just be on the website, someone makes a booking or books in a service on the website. The first thing you want to do is look at the conversion event and try and figure out everything that happens in that conversion event. So, in our case it’s typically a phone call. Now, we’re kind of moving our business model a little bit towards having more phone calls with customers on the phone, purely because you learn more about your customers when you speak to them rather than just automating everything through emails. In our world it’s a phone call, and I want to have a look at everything that happens on those phone calls and that conversion event, that is repeatable, that can be either scripted, processed or automated.

For example, the conversion event for us requires a phone call between the customer and one of our staff. So, let’s get that right, let’s figure out the script for that then document that script, put it in a Google Doc and share it with everyone who’s going to be running those phone calls. So, when they get on a call, there’s no question about how they structure that call. Then you work backwards, you say, “Okay, how do people get on that call?” Well, they typically book in to make a call. Now, when you’re dealing with people in different time zones, it can be very wasteful and very cumbersome trying to schedule those calls in. So, what can we use to automate that? We use a calendar booking system called Calendly, and we just set up a couple of web pages on our website so people can book in for a quick coaching call with one of our coaches. So that process becomes automated. We wake up every day and there are calls booked in our calendar from people who are excited to talk to one of the coaches about how, what their next steps are. Then you’ll just work backwards from there and say, “Okay. How do we get people to book in those calls?”