Sometimes I listen to the stories that entrepreneurs tell about their journey and it sounds like b.s. Great story telling often leaves out the important – but boring – parts like “then there were 3 months when I got no sales and wanted to cry daily” or “and then we worked the same business plan for a year seeing small but steady growth.” Continue Reading →
Building a Support Tribe
Who doesn’t love Seth Godin? If you’ve read his book Tribes, you know that he speaks very specifically to building a group of followers, your tribe, as the cornerstone of your business.
Today I want to share some tips on how you can build your own tribe, one that is equally passionate and dedicated in the support of your business – in other words your team. The people who make up this tribe will consist of paid and unpaid members in a variety of positions.
But first, accept the notion that you cannot do it all yourself. There is no true solo entrepreneur, even if you have no paid team. The beauty of online business entrepreneurship today is that we are surrounded by as much support as we need as long as we ask. There are opportunities all around to engage, encourage and develop this tribe that will assist in spreading your message. In fact, need help finding your message? There’s support for that too!
Accepting that you’re not alone is important because once you shift your perspective the opportunities you will see will abound.
You cannot build a tribe unless you talk about your work. That often means you need to initiate the conversations because, well, we’re a pretty selfish culture. That doesn’t mean people are unwilling to help, just that you need to find the right people, the ones who tune in to the work you’re doing and want to be a part of the process.
Did you catch that? They want to be involved. When it comes to your tribe, you won’t have to do a lot of old school selling, convincing clients that they need you. Of course there’s some education involved but speaking your message to your tribe is much different than selling.
Talking about your work can include free training calls, telesummits, events, a newsletter, your blog, guest posting – a variety of avenues to sharing your message and reaching new clients.
One of the most effective ways to get out and teach your message is to network – meeting like minded colleagues who can become clients or refer clients to you is an effective use of marketing time.
In addition to meeting people who have the potential to contribute to your tribe, you need to keep in touch and give value in order to develop a stronger relationship. To ensure timely follow up and that you make connections that last I’ve written two articles: Creating your networking system and refining networking systems to give more value.
Giving to your tribe, sharing your gifts and staying connected is an essential part of building a tribe that understands what you bring and who you serve and helps you reach your goals.
What about my team?
When it comes to finding people who love and support your work, share your vision with others and act as your unpaid sales force, it’s important to have systems to ensure you’re nurturing those relationships.
But the relationship you have with your team is just as important.
As business owners, and former employees, it’s hard to strike the right balance between getting results out of our team members and not becoming the type of boss featured in Hollywood comedies. While this subject requires several stand alone posts, I do believe that when you create systems with clear expectations, stipulations and results that your team can become the strongest part of your tribe.
Knowing what is expected and being treated fairly are hard to find in many workplaces today. Whether employees or contract workers, your team will be more efficient and effective when they understand your vision and how to help you achieve it.
If you caught my interview on Mixergy.com you know that I call this “being the GPS” in your business. It’s not enough to ask someone to go from point A to point B (such as “create a sales page”) because if you don’t give them direction they could be wandering all over the place wasting time and money. Instead, it’s your job to create systems by putting the thought in first and being able to communicate what the sales page will entail, the copy, videos, graphics, design, payment options, testimonials, calls to action and more. Creating these road maps takes time but when you’re able to give your team crystal clear direction so they can proceed and deliver your ideal outcome it’s all worth it.
I’ll be sharing more about systems that support your team and bring them into your amazing tribe of supporters here on the blog and exclusively in my weekly newsletter. If you haven’t signed up to receive systems updates fill in the boxes on this page today.
Cloning Yourself in Business
I firmly belief that in any business a solo entrepreneur can learn to clone his or herself on 80% of the tasks that are currently being done. But I also believe that most people think it’s too hard, takes too much time or is impossible to clone themselves and fail to try.
It’s hard for young entrepreneurs to learn because we’ve been told so often that we’re “unique snowflakes” that cannot be copied and thus everything we do becomes special and unique in our own estimation. And more grounded and mature entrepreneurs have often tried working with a team or an assistant and most of the time things don’t go very smoothly. “It’s easier to do it all myself” they convince themselves, struggling through all the tasks that need to be done until they’re exhausted and slightly disgruntled with the work.
Cloning yourself in business can be done with integrity, without enormous cost or time investments and still enable you to be uniquely you.
I’m sure you’re aware of the 80/20 principle and its applications in marketing and clients. If you haven’t read the book, the theory is that 80% of your profits will come from the top 20% of your clients. You’ll get 80% of your marketing results from 20% of your efforts.
And, if you’re wise, you’ll continue to focus on the 20% that produces the best results to grow your business and make the most of your investments.
Your time spent in the business is no different. You are unique in what you teach and how you serve your clients, that’s the 20% and the special sauce you should be focused on. Instead of giving 20% of your time to clients and 80% of your time managing the business, clone yourself!
What do you mean “managing the business”, Kelly?
Well, if you’re working on your website, creating your own graphics and logos, formatting ezines or blog posts, and doing all of your own scheduling, emails, billing and marketing then you’re probably spending 80% of your time managing aspects of the business that do not directly relate to developing content or serving clients.
That’s fine if you’re just getting started and you need to lean in some of those areas because you’ve got more time than capital to invest. But if you’re full up on clients and either turn new business away or simply stop marketing, the truth is, no matter how complex your business, you can absolutely recreate those results with the right set of instructions. Think about an image detailing the process of making paper snowflakes. They look complex and certainly there are several steps involved, but what someone has done is taken the time to write out instructions, provide photos showing the process and take a paper snowflake novice from no knowledge to expert.
If I concede it’s feasible, the question remains how do I get started today?
Well, that’s what I’m here to do – show entrepreneurs how it’s possible and guide you along the way. First, if you haven’t downloaded my free book you’ll need that first. It gives you the solid foundation for why this is so important and resources and action steps to get the software you’ll need to begin.
Get the Play a Bigger Game Business Playbook now!
The second way to get started is to take very small steps toward creating the systems you need in your business. Just like making paper snowflakes, it seems silly at first to say “collect a sheet of white 20 lb paper and a pair of sharp scissors” but that’s how good tutorials work – they take all of the questions out of the process!
Is Constant Improvement a Trap of Perfectionism?
It may seem daunting or unnecessary, or even perfectionism, to work in systems when most of the time, after initially setting up processes, many will go into improving them with each iteration. Such dedication can be called obsessive or show that entrepreneurs are never satisfied with what they have now.
I believe that the very dissatisfaction that others see and dismiss as obsessive is the very drive of entrepreneurship. It’s seeing that we are constantly growing and evolving, in lives and business and where the two overlap. I’m sure Emeril’s family might have wished he would stop changing the spice combinations in his meals every night or Stephen King’s family asked he would come up from the basement and stop revising the same sentence over and over again.
How else would the good get better and what better way to refine your skills and build confidence in your work?
There’s a natural drive when you’re immersed in and passionate about something you love doing – after all no one mocks Tiger Woods for practicing his drive or Venus Williams for perfecting her serve. The difference is that athletes train their muscle memories while most entrepreneurs need to remind the mental memories.
Even if you know what should be done, having a written record that can be referred to and taught is essential. And that takes time to develop, it has to be customized to your business, to you and to your goals.
Once you have those systems in place and use them you’ll ensure that all the things you’re tracking, all the small things you measure are perfect.
So it’s not really obsessive to check every link in your e-zine before it goes live to ensure all the links work properly; it’s dedication to your message.
It’s not crazy to read your sales page for errors a final time before it goes live; it’s a commitment to excellence.
And it’s not nitpicking to ask your team to use a specific email signature; it’s consistency of branding.
Is constant improvement healthy?
There are many things about entrepreneurship that fly in the face of reason – after all we’re so often encouraged to slow down, appreciate what is without wishing for more and be content. All of that is great advice but when it comes to serving in business it’s okay to push for more so you can get your message out there, help more people and create a bigger impact.
The challenge is focusing on the things that will bring the most value and getting those spot on before addressing all the smaller things. After all, if your sales page doesn’t have any copy then you shouldn’t be worrying about the font choice. And if you’re unclear on your market and offer then don’t yet worry about advertising campaigns.
I’m not encouraging rigid, tight fisted control over everything in your environment – on the contrary – systems allow you to give responsibility to someone else without the fear and worry that usually accompanies delegation. With the proper systems you’re able to effectively clone yourself in your business so your team will perform tasks just as you would without your constant oversight.
But, isn’t it controlling to want everything just right?
Now this really comes down to your interpretation of controlling. Yes, it means you are in control of your business and taking personal responsibility for the outcomes. No, it doesn’t indicate that you’re a mean, bossy or rude person. It’s all in how you communicate and make improvements in a way that’s confident without being dictatorial.
One of my favorite elements of working with my private clients is understanding and learning from what did not go right. I love this time because it allows us to hone in on the 1% that isn’t working yet and fix it. Often I get to take a moment and call attention to the fact that 99% of our process, 99% of the system worked exactly how we wanted it to and celebrate that accomplishment. It’s okay to focus on the 1% and make adjustments until it’s perfect.
As entrepreneurs we know that perfect is always being challenged, we’re learning and adapting and growing every day.
To me, that’s the beauty of systems, once in place they can grow with us and support our businesses as things change all around us.
Act Your Stage
When it comes to small business there are a slew of options for marketing, websites, networking and even Twitter. Often I hear entrepreneurs asking what solution is right for their needs and where they should start.
Do I need a $15 website template or should I get one free?
Should I hire a graphic design team and website developer or figure it out myself?
Which is better: Infusionsoft or Aweber and 1ShoppingCart?
Who should I hire first: a VA, personal assistant, or copywriter?
And the answer is: it depends on your stage of business!
Most businesses don’t like to tell paying clients ‘no’ so they choose not to share who their product or service doesn’t serve. It’s tempting too, because when you read that Infusionsoft makes automation and marketing campaigns easy, you want to sign up. But if you don’t have an established list or you’re not selling products and packages, then it may not be a wise investment. After all, I believe InfusionSoft is a great product, but it won’t help you if there’s nothing to market or no one to market to yet.
Notice the yet.
It’s imperative that you are honest and self assess what stage of business you’re at now and where you want to go. There are plenty of services that are amazing and well worth the investment but if you’re not ready for them, it’s a waste of money for you.
While it can be hard to scale up and spend more money when you’re used to a low budget approach, it can be equally difficult to scale down if you go for the best option too soon.
In the beginning stages of business, you’re often working to build your client base and have fewer financial resources. This is the perfect stage to dig in, figure things out, and learn the ropes of your business. This is also the ideal time to write your systems as they are in the beginning, so you can improve and teach them to others as you grow. It may take you hours to learn all the tricks so be willing to ask for help, read free reports and content rich e-zines, network, and ask your colleagues for help when you get stuck. Be aware and honor the time of others though as you learn and support them when you’re ready to invest more and within your network.
Once you’ve built a business model that works and your time is filling with client work, it’s time to outsource in the areas that will bring you the most leverage. I covered that in detail in this post.
When you grow into the stage where outsourcing can leverage your time so you can serve more clients and earn more money, your systems will save your sanity. Not only will it make training a team a smoother and faster process, but your time will really free up when you’re not answering a ton of questions every single day.
At the stage when you are able to invest thousands or tens of thousands of dollars each month in the products, technology and team you need, you may look back and remember being reluctant to pay $24 a month for a project management account. Neither approach is “wrong” just as your current stage cannot be wrong. It’s just where you are right now.
When you’re evaluating how much to spend on products, services or coaching to grow your business, you need to evaluate the impact on your revenue. Who are these products and people serving and do you fit the criteria? It can be hard to find those who are in complete integrity and able to tell you “no, you’re not right for this right now,” but those are the very coaches, teachers and trainers that you want to seek out.
Building your business and choosing to invest in the right things at the right time is an on-going process. But just as you can take a plant or flower and watch it grow, keep putting the right elements into your business and watch it blossom.
Remember, there’s no judgment in choosing a cost effective, do it yourself option, nor in investing to have experts support your business growth – it all depends on your stage!
Why does Customer Service Matter?
Think back over this last weekend, where you went and what you did. Unless you are a virtual hermit (and I have those weekends occasionally!) you probably went into a few businesses, even if it was just the local coffee shop.
If you had a terrible experience were you likely to go back again? Probably not. Which means, at the end of the day, bad customer service is lost business and lost revenue. Let me give you an example of how one business lost thousands of dollars in revenue recently due to poor customer service.
A few weeks back I changed gyms in town and for the most part I enjoy the new facility. As part of the new member benefits I was to receive two free sessions with a personal trainer.
Now think about this for a minute: the entire goal of the complementary training session is to convince me that I can meet my goals quicker with a trainer and thereby agree to spend thousand of dollars on this specialized service.
The first communication was with a trainer via phone who called from the middle of the gym which was both loud and ineffective. It took 10 frustrating minutes to determine a time as the trainer only wanted early morning (before 7am when I can’t even tie my shoelaces) or in the middle of the work day (noon-5pm).
We finally settled on 4:30pm and on the appointed day I stopped working early and went to the gym, ready for the session. I already had the impression that if I wanted to work with this trainer I would have to plan sessions around her schedule, not mine.
I arrived at the gym early and waited near the front desk until 4:30p when another gym employee asked if I was waiting for a training session. Yes, because people dressed to workout don’t typically sit and watch other people workout just for fun. He handed me a pen and form and I had it completed within a minute.
After filling out the intake form I waited for another 15 minutes before I had enough. I returned the pen to the front desk and asked them to inform the trainer that I was cancelling the session.
Why is customer service so important?
When you have a poor customer experience it taints your perception of the company, the owner and it takes a whole lot of effort to rebuild that trust.
After I cancelled my training appointment, I grabbed my ipod and hit the treadmill. Not 10 minutes into my workout the trainer came over and asked if I still wanted the session. And honestly, no I wasn’t willing, because I am a professional and I choose to work with other professionals. Apologies and excuses have no use to me because it took just 25 minutes to show me that the training sessions at this gym are not worth my investment, at least not with that particular trainer.
Overall it was a horrible customer service experience and it will only hurt the reputation of the business and professionals in that business.
How do clients feel when they encounter your business?
Is your team warm and engaging, encouraging and supportive? Are questions answered quickly and thoroughly, without the client feeling stupid or bothersome? Do you take constructive criticism or do you have a ‘screw them’ attitude? Do you consistently provide an experience that adds value to your clients or do you fail to fulfill promises?
What do your peers, clients and leads think about your business operations? If you’ve never asked, how will you know how well you’re doing?
Customer Service is a large task that encompasses a lot of different aspects of your business. If you’re up to it, try a survey to your list asking them for feedback on how you can continue to improve as a professional business.
You can sign up for a free plan at Survey Monkey and get 100 free responses per survey and it’s a great way to begin requesting feedback. Responses can be anonymous and, in my experience, it’s the best way to get honest opinions.
I do know the manager at my new gym and will provide feedback on my consultation training session the next time we cross paths. I would hope he would want to correct this customer service problem in his business just as I would in mine.
In Case of Emergency Playbook
Today though I’d like to share about the events of October 2010 and how that month helped form the Playbook as a cornerstone of my business.
October is a busy month in my family, with dozens of birthdays to celebrate and the annual Hershey Swap Meet in Pennsylvania (a must attend event to my car crazy family).
Last year my Grandpa George was planning on traveling back to Pennsylvania at this time of year but ended up in the hospital instead. Still independent at 90 years old, Grandpa George and Grandma lived in their home, restored cars, traveled with family and were active in various organizations – he was a member of his church, several car clubs and had just celebrated his birthday on a family trip to Hawaii.
A late night call from Grandma when my dad was in Pennsylvania revealed that Grandpa George was a lot sicker than we knew. I rushed to the hospital, arriving with Mom just after midnight. By 2am Mom left to pick up Grandma – the doctors were working frantically and needed to know if Grandpa George had a DNR (do not resuscitate order).
The next ten days were a roller coaster. Family came in, doctors were consulted, we moved Grandpa George to a new hospital and he underwent major procedures in an effort to save his life.
On October 15th, Grandpa George died. Sixty-five years of marriage, three kids, 6 grand kids and 3 great-grand kids. In losing the patriarch our family was rocked, in mourning and had to quickly come together in his absence.
You know what I wasn’t focused on? The day to day needs of my business.
While hospital wifi and some rudimentary systems enabled me to keep track of tasks, I saw a bigger vision. The freedom to manage a bigger business, with much more moving parts in the midst of family emergencies without worry.
Because we don’t know what tomorrow holds for our families – hurricane Irene, a school shooting, cancer, a power grid failure, death – all of these things happen whether or not your business is ready.
The comprehensive Business Playbook gives you peace. You can focus on the things that matter most without sacrificing your business operations. Give the people that matter most the attention they need in crises.
I learned a lot from my Grandpa George, himself an entrepreneur running water wells most of his adult life. In the last few days he was with us, Grandpa would pull me in close so I could hear his weak voice and one of the last things he told me was to ‘go to work.’
See, to Grandpa George and his generation, you have to be present, physically present, at your desk or your rig in order to build a business and generate income. Thankfully that’s no longer true, particularly for online entrepreneurs. But you do need to be present in your business by ensuring that your team has the playbook and systems are automated, even if you’re not present at the moment.
So even if you don’t have a vacation planned I want you to sign up for the free session to start your own Operations Manual. While it is my desire that you’d never need it due to a child falling ill, a natural disaster that destroys your computer or home or a personal setback – having your Playbook will bring you comfort in those times.
To sign up you can follow this link and submit your name and email or simply contact my team for an appointment at team@kellyazevedo.com.
Passion, Business, and Working in Paradise
I shared in an earlier newsletter to followers how I ended up working on my last vacation, leaving me frustrated and anxious. One of the many things I love about structure in my business is that I can take time off.
Today I’m writing from Key West, Florida. It’s a beautiful island where a little lizard climbs the walls of the hotel, roosters caw at all hours of the day and night, and it’s so hard to describe but imagine a luscious garden paradise surrounded by sparkling waters and beautiful resort islands.
And here I am, fresh out of the pool, still dripping, and all I can think of is my business. Not in the same way of my last vacation when I was submerged in worry and doubts and knew that things were not running smoothly in my absence. Not worried that my vacation would lead to even more stress upon returning home because there would be a mess to clean up.
Instead I’m outside next to this cute little tiki bar listening to the parrots talk and feeling the sun on my skin because I can’t wait to do what I do more.
Spending this time in Florida has helped me connect deeper to why I do what I do and filled me with a passion that’s overflowing. It’s something I can’t turn off, even when there’s a beach to visit, a tour to take or the pool to enjoy.
Imagine yourself in my place at the Miami Trump International Hotel, 30th floor with a view of the Atlantic Ocean.
Now imagine not swimming in this ocean because it would mean giving up an hour with the fantastic, inspiring people who remind you exactly why you’re in business.
I know why I created this business and pour everything I have into it: entrepreneurs are some of the most talented, dedicated people in business and without systems, structure and support in their business they will burn out. They will play smaller. And thousands of clients will go unserved.
The work I do lifts up businesses to give them leverage so they can continue to impact lives.
And I’m committed to sharing that with you all for a long time to come. If you haven’t done so sign up for my newsletter (which resumes next week) and check back for more tips and techniques for your own business.
Get the Support To Grow
As an online entrepreneur, you’re in the company of some amazing people doing great work. And the circulation of the local Yellow Pages or how far a client is willing to travel no longer limits our reach.
And while the internet is a wonderful thing, it makes it difficult at times to see and understand what is happening behind the wifi curtain in other businesses.
So ask around, check out others in this industry who are doing what you aspire to do someday, those who launch products, run successful programs and have their shit together. Talk to your clients, your mentors, your coach, your friends.
Who Manages the Vision of Your Business?
Yesterday I described the suffering of plants at my hands. It wasn’t pretty.
And while I can replace just about any living thing I kill with a few dollars and the Home Depot 6 month guarantee, it’s much harder to revive a dead business that has suffered from similar neglect.