the Benefits of Systems (Part 1)

Sometimes the most basic questions are the best to answer. Recently, I met with a business owner who asked, in all earnestness, what are the benefit of systems?

I thought that was brilliant! So often we take for granted what we’re doing and assume it’s helping without actually questioning.

So this is the first of two posts on the many benefits of systems in your business. I’ll try to include examples that are relevant to the most people and encourage your questions and personal experiences!

Benefit #1 Systems Remind us What’s Worked

Looking back in business, the day to day details can become jumbled in a mess of time and it’s hard to recall what exactly happened and what worked. Did that sales page include one opt in box or three? Did the telesummit speakers provide bios or did we write them? Was that campaign three weeks long or six?

The very beginning step of any system is understanding what’s happening now. We believe you can’t build a better boat if you don’t know what kind of boat you’re in now.

So we look at the business and what’s working. And by documenting what’s working right now it’s easier to replicate so we can focus our attention on what’s not working.

For example, in a sales sequence you have a series of 6 emails to sell a product. The first 2 emails are brilliant, they get opened 50% of the time and nearly 100% of readers click through the link to your page to view the offer. Those emails should not be changed! And the next time you’re building a sales sequence for a new product you should be modeling those emails in the new campaign.

Benefit #2 Systems Isolate What’s Not Working

Most businesses have a fine mix of things working wonderfully and others that are not so great. By knowing what works well the team can focus on what’s not working as well.

This happens when you’re training a team and notice that a contractor isn’t doing the work correctly. Having a system to follow helps you see when someone (or something) is deviating from it.

It’s not always pass/fail – there are often varying degrees of success. If you can increase the number of people coming to your website you’ll have more people opting in for more information. And with more people opting in you can refine the selling process to get more buyers.

Systems that work directly impact sales – not just make your life easier.

Going back to our sales sequence example, the first 2 emails out of 6 are stellar. They drive sales. But email #3 only has a 9% open rate, there’s something wrong there. Emails #4-6 are okay but don’t do as well. The right marketing and calendar systems will not only collect this information, but prompt you to review it and afford you the time to make it right.

That’s an important point actually. Systems are only useful if you a) use them and b) are committed to implementation.

The marketing and automation systems we build could easily show that email #3 is not converting. The system has done its job. Now you have to do your job and make changes and implement them.

Benefit #3 Systems Help Busy Entrepreneurs Prioritize

I’ve not yet met an entrepreneur who is sitting around, sipping mojitos at lunch, and complaining about being “bored.” Even incredibly successful entrepreneurs don’t sit on their laurels but continue to pursue bigger goals and dreams.

Most of us are overwhelmed with data, choices, projects, clients, marketing, opportunity, and decisions on a daily basis. Working on one thing that needs our focus necessarily takes attention away from other important things.

So how do we know what to do? Sometimes it’s a matter of putting out fires, right? Well, with systems not only are there fewer fires, but time for preventative maintenance. Having systems for administration, finance, regular marketing, reviewing campaigns, launching and even hiring and firing means that there are far fewer emergencies.

And for the entrepreneur who isn’t used to having a plan it can feel… weird. A sense of unease that comes from thinking “there must be something wrong, I’m not supposed to have it all together… maybe I’m missing something.”

It helps to remember that the purpose of a system is freedom. Not just freedom of time but mental energy. No more worrying about those hundred things you aren’t working on right now.

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Well that’s just the beginning! Be sure to come back Thursday for Part 2 of this series. I know it’ll be ready because I’ve got the article on my editorial calendar and time on my schedule to write this week.