In my work with clients I often set up the systems needed to run a business efficiently. There are really only 3. It’s a simple, proven system that works to fill your funnel and keep the clients and money coming in, predictably and consistently. The video below is a webinar I presented on the topic and you’ll find an outline below the video.
The only 3 systems you need are:
- Discover. Before your first client can pay you, she has to know who you are and what you do. Discovery can happen in a dozen different ways, so it’s just a matter of choosing the best method for you and your ideal client.
- Build a Relationship. Once she’s found you, your future client is unlikely to hire you on first sight. That would be a bit like getting married on the first date. It’s possible, but it rarely goes well or lasts long. To have a successful marriage, you first have to build a relationship. The same is true in business.
- Make the Sale. The final piece of the 6-figure puzzle is to make the sale. This can happen in a variety of ways, and an ideal sales funnel contains them all, working together seamlessly to present the right offer at the right time, and seal the deal.
The systems that make up these parts are probably something you’ve already heard of but what I want to stress is how they work together and why you need each one.
Discovery Systems
Ask most entrepreneurs where their clients come from, and they’ll say “word of mouth.” Yes, I get 95% of my clients via word of mouth BUT I’ve been in business 15 years. And yet, I don’t skip the discovery step. You need to supplement word-of-mouth advertising with discovery methods that will fill your funnel—and keep it that way.
Discovery systems include:
Your Blog
Blogging is not dead. Blogging is critical for building your audience. It’s the very foundation of your discovery system, and forms the centerpiece for everything else you do online.
77% of internet users read blogs. (OptinMonster, Ultimate List of Statistics)
Blogging consistently gives you:
- Powerful credibility. Everyone who reads your blog will immediately know you are the expert in your field. Think of it as your resume online.
- Great searchability. Using proven SEO strategies means your blog will rank well in Google and other search engines, putting you in front of your ideal audience. In fact, websites that also have a blog are shown to have 434% more indexed pages (source).
- Your own web property. Social media and other discovery methods are important (we’ll talk about them in a minute) but they’re not yours. You don’t own Facebook or YouTube or Instagram, and you can lose your access to them at any time. Build your business on a web property you own, not one controlled by someone else.
Social Media Accounts
Not all social media platforms are created equal and not all of them will be suitable for your business type or audience. Your market might love Instagram but completely avoid Twitter. They might hang out on LinkedIn but hate Facebook. They might love Facebook for groups but not participate on a personal profile.
Your job is to find out where your market spends most of its time, and establish your presence there as well. Start conversations, share your blog posts, encourage engagement, and simply be seen. This is all about discovery, so make sure your ideal client can find you on her favorite social sites.
Free Webinars
For list building and sales, you really can’t beat the power of a webinar. They give you the opportunity to:
- Introduce yourself to a previously unknown audience
- Prove your expertise by sharing valuable information
- Grow your mailing list by partnering with a colleague in a complementary niche
- Make sales through time-limited offers
Public Speaking
Like webinars, public speaking is an ideal way to get in front of your ideal client and speed up the “know, like, trust” time.
Publish a Book
When it comes to getting discovered, there really is no better method than to write a book. It doesn’t have to be as difficult or time-consuming as you think, either. In fact, if you’ve been blogging for a while, you likely already have all the content you need, it just has to be organized and formatted, then uploaded to your favorite self-publishing platform.
Relationship Systems
Once you have their attention you have to foster a relationship. It’s not enough for a potential client to stumble across your blog or social media accounts, or even for her to buy your new book. You also have to maintain contact and become the “go-to” expert if you want to turn those chance meetings into sales.
Relationship systems include:
Email Marketing
Like blogging, many “gurus” will tell you that email is dead. In reality, email marketing is very much alive, and is still the single best way to stay in touch with your potential clients.
But the key here is to stay in touch. You can’t simply ask for their email address in exchange for a free gift, and then only reach out when you have something to sell. Doing that is a surefire way to destroy any trust they have in you. Instead, commit to a regular email series that provides useful, actionable advice, and little to no selling.
In-Person Networking
In-person networking can really cement a relationship that begins online. Attending conferences is a fantastic way to meet your ideal client just when she’s ready to make a commitment in her business or life. Business networking events can be productive as well, especially if you live in a large metropolitan area.
Free Consultations
No networking opportunities in your area? No problem. You can network in person by providing free consultations. In fact, this tried-and-true method is a favorite among coaches looking to grow their business.
Sales Systems
Now that you’ve got your discovery and relationship systems in place, the only thing between you and your profitable year are more well-thought-out sales systems to handle sales, follow-ups, and even customer support automatically, leaving you free to continue to grow the discovery and relationship components.
At its most basic, your sales system must contain:
- Your funnel. This begins with discovery (the top of the funnel) and continues through low-cost products and services, right down to your high-end VIP coaching program.
- Payment system. Whether a shopping cart or a simple PayPal button, you have to have a way for people to pay you, and for them to receive their product.
- Customer support. Not just a help desk, customer support includes everything from your FAQ page to follow-up messages and encouragement. The last thing you want is for your clients to feel they’ve been abandoned as soon as they make a purchase.
Solid Systems Can Transform Your Business
If you have all the systems and still lacking sales – look to see what you’re missing – where are people falling out?
I do want to stress, though, that these three systems work best when they’re tightly integrated with each other. A discovery system alone can bring in clients, but it won’t be efficient or consistent. A relationship system will help grow your list and build your audience, but it will be slow going if you don’t have a great discovery system in place.
Take a look at your overall business, and identify those areas where each system could use some sprucing up. Whether your social media accounts are outdated, your blog looks like a ghost town, or your sales funnel is as leaky as a piece of cheesecloth, take the steps needed to tighten those systems up.
Ready for more?
Are you working in your ‘zone of genius’ or trying to do everything in your business yourself?
If you want to find more time in your day to create a product or to focus on a brand new client, it’s time to look at some shortcuts that get you out of the back-end of your business and into that genius zone.
I’m sharing my secrets of automation and delegation in my ebook, Systems are Sexy! 7 Steps to Harness the Power of Automation and a Team To Create Your Dream Business
*A special thank you to Andrea Hunt Raco of Coach for Life for hosting the webinar!
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