Identify and optimise the three key systems in your business.
Your business can be thought of as three inter-dependent systems.
Every business you’ve ever come in contact with has the same three systems.
Yes, there are smaller sub-systems and processes nested under each of these. However, focussing on the three key systems will allow you to remain focussed and make progress.
And your business will be optimised sooner.
Lead Generation System
Your lead generation system has one job – allow people to raise their hand and declare their interest in your product or service. That’s it.
- Digital Marketing
- Print Ads
All of these are ways to get your business in front of the right kinds of people, and when they are ready it should be easy for them to raise their hand and indicate their interest.
Prospects can raise their hand through:
- Completing a form on your website
- Starting a conversation with a chat tool on your website
- Commenting on your business’ social media pages
- Responding to an email
- Direct inbound phone call
- Returning a direct mail form
The key is to have several options that make it as easy as possible for someone to get in touch in a way they are comfortable with.
Client Acquisition System
This system is a bit like a sausage machine or a factory.. take the raw materials (Leads) and process or convert them into fulfilled output (Clients).
The Client Acquisition System works from the moment someone raises their hand, to the point where money or contracts change hands.
- Automated email follow-up
- Social media retargeting
- Direct mail
- Face-to-face meetings
All of these functions sit inside your Client Acquisition System. It is like the heart at the centre of your business. If it stops pumping, you’ll have no sales. At the same time, if you stop supplying it with leads, it will grind to a halt.
Client Fulfilment System
This is simply how you do what you do.
The distinction though is that the aim is not to just fulfil the service or order. Your aim is to have every client or customer feel fulfilled by the overall experience of doing business with you.
“But my business is so much more complex!”
As you well know, business is more complex than a three step process. There are several systems and processes nested inside each of these three key systems.
Think of it this way though:
A security and safety system is a single, integrated system. It could be made up of…
- Burglar Alarm System
- CCTV System
- Fire Detection System
- Flood Detection System
Each of those are made up of components, and together they function as a single security and safety system.
Looking at your business through the lens of the three key systems, you’ll avoid getting stuck in all the micro details before you’ve even started.
How do you optimise and automate these three systems?
First, identify where the lines and responsibilities are within your business, mapped onto these three key systems.
Keep in mind that right now, some of your team might work across more than one of these systems. Be clear though, any of the tasks and functions they perform, will only ever sit in one of these three systems.
Work on the systems in reverse. It sounds counter-intuitive at first, but start by optimising and automating your Client Fulfilment System. This helps to ensure that when you strike gold with your Lead Generation System, your business can cope, and the wheels don’t come off.
Next you move to the Client Acquisition System followed by the Lead Generation System.
Three key systems, with three specific functions:
Lead Generation System – Allow people to raise their hand
Client Acquisition System – Turn leads into clients and customers
Customer Fulfilment System – Get the work done. Deliver to your clients.
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”.