In a previous article I discussed the three key systems every business needs:
- Lead Generation System
- Client Acquisition System
- Client Fulfilment System
Your first impression might be that this is an extreme ‘broad brush’ approach; that it fails to take into account the seemingly endless number of things that really need to happen in your business, when attracting new clients, making sales and delivering your service or product.
It is a broad brush, and it is on purpose.
Stepping back and looking at your business as described in these three key systems allows you to identify the overall arc of how your business works. You can then optimise, automate or eliminate the details in each system.
This approach helps you to avoid getting stuck in the fine detail and tied up in micro-decisions even before you got started.
Your business is like a painting… to see the whole, step back.
If you were to go to a local art gallery and look at any painting from 3 inches away, you’ll be able to see every fine little detail. All the individual brush strokes, points where different colours mix, maybe even the odd brush hair stuck in the paint.
The problem with this approach is that no matter how long you stand there inspecting a painting this way, you’ll have no idea what the painting is actually of. Stepping back allows you to see the picture.
Not even the painter can work at brush stroke resolution all the time.
When artists work, they ‘work’ at the resolution of the brush in their hand. But when they review and judge, they step back from the painting and look at the overall picture and impression.
It is the same in your business. The work gets done one small action or task at a time, and it is impossible to design and optimise if you only ever see your business at this fine resolution.
Define the detail in the bigger picture
Once you can view your business made up of just the three key systems, you’ll be able to specify what activities and tasks sit in each of them.
This allows you to find points of focus within each system, where you can optimise, automate or eliminate.
You’ll be able to see where processes can be improved, to hand over from one system to the next.
As an example, your Facebook Ads, Google AdWords or Public Speaking sits firmly in the Lead Generation System. But, how effective are you and your team at moving people from the Lead Generation System through the Client Acquisition System.
I see this in so many businesses. They have the three key systems (every business does, even if not by design) but they don’t link to each other very well.
The Lead Generation System is churning away and doing a great job, but most of these leads fall through the cracks, because there is no integration in the system.
This is like a hole in a bucket. No matter how much water you pour in at the top, you’ll always feel the bucket is half empty. At this stage many business owners try and fix the Lead Generation System, when in fact, the problem is with the Client Acquisition System, or the integration between the two.
Three key questions, for three key systems
As you analyse your business in this way, keep asking yourself these questions:
- What can we automate?
- What can we optimise?
- What can we eliminate?
If you want more detail on this process or have specific questions, grab a copy of Barefoot Business below, or schedule a call with the team, they’d be happy to help.
Author: Pieter De Villiers
Pieter K de Villiers is slightly obsessed with systems. The systems and process automation he builds for small businesses are transformative, to say the least. Pieter is a Co-Founder of Blue Peg Group and the Amazon best-selling author of “Barefoot Business: 3 key systems to attract more leads, win more sales and delight more customers without your business killing you”.