DECEMBER 2018
THE 7 SYSTEMS EVERY SERVICE BUSINESS NEEDS
Henry Ford’s groundbreaking contribution to the automotive industry was not the automobile … but the way the automobile was put together. Rather than using the same method of building cars that was used to build wagons and carriages, Ford hired people to do one simple job each — attach a wheel or install a seat — over and over again. McDonald’s restaurants had a similar innovation. They didn’t reinvent the burger; arguably, their burgers are no better than ones found at other restaurants. What made McDonald’s so successful was the way they handled customer orders. Rather than carefully crafting every burger and fry after an order was placed, they built systems allowing them to precook their food and assign team members to perform the same simple tasks over and over. Ford and McDonald’s create vastly different products, but the two companies actually work very similarly. Their massive success is built upon systems. SYSTEMS ARE THE SECRET SAUCE OF SUCCESS Want to start and grow a successful business? Create and implement systems to increase the likelihood of success. Systems provide businesses like Ford and McDonald’s — and your service business — with game-changing benefits. Systems ensure that your services are delivered more consistently for an improved customer experience. Systems allow your whole company to work more quickly and efficiently, which results in more revenue and higher profit. • •
• Systems reduce costly mistakes and callbacks by guaranteeing that all work is done with greater accuracy. Systems empower you to do more in less time, creating a greater volume of completed tasks, more customers served, and more leads generated, etc. Systems reduce the need for employees and clarify how tasks should be handled and by whom. Systems make work predictable, simple, and problem-free, which decreases chaos and stress for owners, managers, and employees. Over the years, I’ve built and taught many strategies to help businesses grow. One of my favorite ways to grow and transform a business is to implement systems. Systems are the “low-hanging fruit” of growth. They create massive improvements in a very short time, at a very low cost, and with notable results. When service-business owners discover just how powerful systems are, they often ask me two questions. QUESTION NO. 1: WHICH SYSTEMS SHOULD I IMPLEMENT FIRST? This is a great question. The answer isn’t simple. You see, some systems are as simple as a step-by-step checklist for how to answer the phone. Other systems are much more complex and have a further-reaching impact. Generally speaking, I suggest that service-business owners implement the following seven systems into their business: • • •
1. A recruiting system to finally eliminate the headache and
burden of trying to hire more team members
2. A lead-generation system to bring in more and more leads on autopilot 3. A service system (such as the CEO Warrior Framework For Service™ ) to ensure that every member of your team is consistently delivering top-notch service
4. An ethical selling system to
protect your company from slimy sales tactics and to sell more with powerful selling strategies
5. A financial system to help you build a financially strong and profitable business
6. A growth system to put your
business’ growth on autopilot (Yes — it is possible!)
7. An expansion system to turn your growing business into an empire Within each of these seven systems, there are many other potential systems. For example, CEO Warrior has built hundreds of systems that could fall within these seven categories and dozens upon dozens of systems that could fall outside of them. Here’s an interesting example of a system that CEO Warrior recently built. It’s made up of three tightly integrated systems called the DEFCON Management System™ and combines a callboard, a multifaceted prioritization system, and a color-coding system.
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THE DECISION-MAKING CRITERIA
Have you ever wondered why Mark Zuckerberg and the late Steve Jobs wear the same thing every day? It’s the same reason I do too, and this reason might surprise you. Humans only have a limited capacity for decision-making each day. Yes, science has shown that humans can only make a certain number of decisions a day before we run out of the ability to make decisions effectively. So Zuckerberg, Jobs, and many others believe the following: Why bother wasting any of that decision-making on your clothes?! and we quickly run out of the ability to make them well. I’d venture to say that most of you reading this use up all of your decision-making ability before lunch. Then the rest of the day’s energy reserves are spent trying to muster the brainpower to make good decisions. As business owners, we’re faced with an onslaught of decisions every single day,
critical decision of the day or your last, I want to help you make every decision a better one. The Decision-Making Criteria is a process of answering questions to reach a conclusion. (After all, a lot of the energy spent on decision-making is used while trying to figure out how to decide. These questions lay that out for you, so all you need to do is answer them.) I’ll share some of my questions, and you may need to add your own or adjust these questions, depending on whether you’re making a decision for your personal life or business. Either way, here are some great questions to ask as part of your decision-making process:
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What’s the return on life?
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What’s it going to do for my employees?
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What’s it going to do for my prospects and clients?
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Will it cost me my sanity?
So, think about a decision you have to make:
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Should I hire this employee or that one?
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What marketing strategy should I choose for next month?
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How can I deal with an unhappy customer?
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How quickly will it make me happy?
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How quickly will it make me money?
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How can I deal with an employee who has gone rogue?
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How quickly will it serve someone else?
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Should I expand into a new market or double-down on my current one?
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What’s the return on investment?
That’s why I built the Decision-Making Criteria. Because, whether it’s your first
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How can I create more opportunities in my business and grow it?
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What’s the return on time?
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Should I go to Service-Business Edge to get trained?
And this applies to life, too:
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Should I sell my house and buy a new one?
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Where should I go on vacation?
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Should I buy a car or lease one?
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How can I deal with a personal problem?
The value of having a process to run through for every decision will transform your day. You’ll go through decisions faster, make better choices, and get more wealth and freedom because of it.
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This ensures that each customer- service representative knows how to handle every call expertly and in a way that optimizes the business. There is no other system like it in the world. (It’s only available exclusively to CEO Warrior clients who belong to our Warrior Circle and Warrior Centurion memberships.) QUESTION NO. 2: WHERE DO I GET THESE SYSTEMS? Some service businesses try to build their systems themselves. In my free reports, books, emails, blog posts, and in the CEO Warrior Facebook group (CEOWarriorWorld.com), I share resources to help you build systems. But that endeavor can be costly and time-consuming in your already busy schedule as you run your service business. That’s why we have another way for you to get systems: Service- Business Edge. Service Business Edge is our four- day, deeply immersive, and hands-on workshop where service-business
owners gather to learn strategies and receive blueprints and marketing swipe-and-deploy files. Here, you’ll also receive several of our very best systems, including our Fast Action Master List™, Value Extraction Analysis System™, Core 5 Balance System™, 1-3-5 System™, RapidSanity System™, Customer ValueRank System™ , and more than 35 others. (During the event, we also help you identify the systems that will provide the biggest improvements to your business and we help you build a step- by-step implementation plan to put those systems into place.) It’s really a no-brainer. Why would anyone want to try to figure out which systems to build first and how those systems should look, then risk building the system in the wrong way while using the wrong steps when you could spend four days with industry experts, like those with CEO Warrior, who can literally hand you the exact systems that you can use to transform your business?
This one benefit alone makes Service Business Edge infinitely valuable to you for as long as you own your service business. SUMMARY Systems are the big game-changers in the service industry, and they have the potential to transform about any service business that implements the right systems in the right ways. So, if you’re wondering how to grow your business, here’s the best place to start: systems. And what’s the best way to get those systems? Service Business Edge. Check out ServiceBusinessEdge. com to learn more about the event and register for your ticket. I guarantee that you’ll get more than $1 million worth of value from what you learn at Service Business Edge. Chief among the valuable insights will be the powerful systems that can grow your company bigger and faster than you ever imagined.
Mike Agugliaro
3 STRATEGIES TO POWER THROUGH A DIP Every business takes dips and curves, but do you want to be more successful in your service business? The surprising and little-known secret is this: The more effectively you can power Strategy No. 2 is knowledge. You need to always be learning, building, and growing. Never stop learning. The moment you stop learning is the and tactics into your business. If you really want to grow, you need to build your business for what it will look like two stages from now (not just one dip from now, but two).
moment you unconsciously agree that the next dip will be the last one you’ll ever encounter and the next plateau is the one you’ll ride out for the rest of your life. Always strive to learn more. This is why our Warriors are always growing — because they have committed to ultradeep and ultrapractical learning that prepares them for the next dips. Strategy No. 3 is reverse-engineering. If you want to be really successful and power through each dip, then you need to ask yourself, “What exactly is needed two stages above where I am now?” Then you need to reverse-engineer those systems, processes, strategies,
through the dips, the better. How can I accelerate up to a dip and then power through the dip as quickly as possible?
For example, if you are currently striving to hit $1 million and you really want to grow, then don’t keep thinking the same things. Instead, look two stages up — past $5 million, to the $10-million dip — and ask yourself, “What does a $10-million company do? What does it look like? What systems, processes, strategies, and tactics does a $10-million company do? How does the owner of a $10-million company act? What kind of team does a $10-million company have?”
I’ll give you three strategies here:
Strategy No. 1 is awareness. You need to be aware that these dips occur, they will occur for you, and they are unavoidable. You will hit plateaus. Maybe you are very fortunate and don’t notice each of the plateaus that I’ve mentioned here, but you will hit some. Fortunately, just by reading this article, you are already one step ahead of your competitors who aren’t aware that these dips occur.
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CEO Warrior World Facebook Group has changed to Warrior Global. But this is not merely a name change. Warrior Global is something bigger — much bigger. You see, CEO Warrior is expanding like crazy: WE ARE EXPANDING! “After joining the CEO Warrior Circle EVERYTHING changed.” I first heard Mike through Facebook and webinars, and then I listened to him one time at Comfort Tech. The guy is pretty wild. WARRIOR SPOTLIGHT WELCOME WARRIOR GLOBAL! • We have more levels of membership so clients of many different sizes can join. • We are serving more clients in more states and countries around the world. • We are being recognized as a go-to service-training organization for all service companies (not just the trades like HVAC, plumbing, or electrical).
I first attended the Warrior Fast Track Academy [in early 2014]. I loved it.
• We are building additional products, services, and relationships on a global scale.
I joined the CEOWarrior Circle over a year ago and everything changed: my training; my marketing; my core values; we’re moving into a larger building so we can expand; we almost doubled our revenue within a year.
Our Facebook Group, CEO Warrior World, was a place where service-business owners could go to connect with each other. Now, Warrior Global is the premier destination for us to serve all service-business owners at the highest level, offering more exclusive information and free training than ever before. Warrior Global is our way of planting a flag that says, “We are expanding in ways that make our competitors quake in their boots. Join us or get left behind!” If you have not joined Warrior Global yet, you’ll want to get in now. Plus, we are offering two live online trainings each month — boom !
Ted Puzio Southern Trust Home Services Warrior since 2015
Go to CeoWarriorGlobal.com to join.
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HAS SUCCESS BEEN ELUSIVE?
Do you feel like you should be more successful in your service business than you are right now?
Maybe you are really successful but want to grow bigger (while preserving your sanity). Or maybe you are struggling with a business that you thought would be easier, but the reality is that it just takes so much of your time and effort. So you’re stressed and missing out on the life you thought you would have. Does it frustrate you that you can’t seem to get as many great employees as you need? Perhaps you’re seeking leads. Or maybe you’re fighting for low-value customers against cutthroat competitors. There may be many different reasons for your frustration.
I totally get it; I was there once. It should be easier to run your service business and get more wealth, freedom, and market domination than you have right now.
Now here’s the good news: A solution is just one free call away. A CEO Warrior Master Advisor can help you uncover the solution to whatever is holding you back in your service business … and it costs you absolutely nothing to find out.
Go to CEOWarrior.com/success. Book your strategy! Call now!
SERVICE BUSINESS EDGE
Service Business Edge: The Secret Blueprint to Growing Your Business
Get ready for four interactive days at the new 10,000-square-foot CEO Warrior Training Facility, where you will create the blueprint for your business. We’ll cover sales, marketing, customer service, leads, branding, hiring, training, and more. It’s four days you’ll wish you had put in sooner to get the wealth, freedom, and market domination you’ve always wanted. OUR NEXT EVENT WILL BE HELD IN FEBRUARY. DATES: FEBRUARY 5-8, 2019
Go to SERVICEBUSINESSEDGE.COM for details and registration.
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LEARN ABOUT FORECASTING As the owner of a business, if you are thinking about today, then it’s actually too late. You needed to think about today a couple of months ago. Here are my two easy steps for forecasting. they can say, “During the last two weeks of August, we see our numbers decline by 20 percent each week. We have an average of 10 calls an hour on Monday morning and two calls an hour each afternoon,” and so on. When you have data that measures the trends, you can pinpoint the exact weeks and days when things will happen. For example, when using data, you know that your calls have historically dropped by a certain amount each day of the last two weeks of August so that things have slowed down by September.
STEP 1: MEASURING TRENDS The first thing you need to do for your business is measure trends. Yes, you already generally know that the summer will be busy and the fall will be slower — but do you know the exact time period when that happens? You generally know the days of the week that are busier or slower — but do you know why or by how much? Yes, you know the general hours of the day that are busier or slower, but do you know by the exact amount? Most contracting-business owners can probably say, “Summers are busy. Mondays are insane, and we tend to get a lot of calls in the morning.” That is the extent of their general awareness. Want to know what the more successful contracting-business owner knows? He or she opens a spreadsheet displaying the number of phone calls and appointments every hour of every day of every week of every month. Then
Those numbers give so much power because they allow you to apply your knowledge in a very specific way, beyond just knowing when things are generally busy or slow! It’s the difference between making decisions based on a feeling and making decisions based on data. STEP 2: FORECASTING FOR PROFIT Forecasting is about comparing yesterday’s data to today’s data in order to help you make decisions for tomorrow. The problem is this: If you’re focused more on feelings than on data and are busy dealing with the pressure and busyness of today, you can’t make great decisions for tomorrow. Unfortunately, most contracting-business owners finish up the busy summer work, then when fall comes around, they are almost surprised by it. They knew it was coming, but they weren’t prepared.
This very accurate forecasting allows you to make decisions. Can you schedule nonemergency calls for those days? Can you let your team take vacations during the slowest times? Can you presell services for the slowest days? Can you assign your team to other work during the slowest hours of the day? Forecasting in this way will streamline your business and keep you one step — or several — ahead. Do you want to start down this better path and gaze into your business’ crystal ball? It’s simple: Open a spreadsheet and start writing down how many calls your team got today. If possible, collect that data from the past. Keep going every single day from now on. Then review that information daily, and make decisions about the future. Okay — so there is no crystal ball, but this is the next best thing.
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WHAT IS STACKABLE MARKETING? If you read my book or watch my
The cost? Probably thousands of dollars. The timeline? Weeks or, more likely, months. The effectiveness? Minimal — sometimes not even enough to break even. But he does it anyway because it brings in some customers, and those are better than nothing. Now let me explain how stackable marketing works. A service-business owner wants to advertise his business, so he first identifies an area that he wants to target. If he doesn’t have a big budget, then he might select just one street. If he has a larger budget, he might select a neighborhood. Rarely does he start bigger than that. Then, he sends postcards to this target area. A couple of weeks later, he sends another (different) set of postcards. A couple of weeks after that, he sends brochures. Another couple of weeks later, he acquires the phone numbers of the people in that area and calls them. A couple of weeks after that, he puts up signs in the area. A final couple of weeks later, he sends flyers out.
And his phone starts ringing. Customers are calling. He begins serving people in that area. Other customers who have been receiving these marketing pieces start seeing trucks in the area. The brand is further reinforced, so they start calling too. The cost? Often substantially less than the “conventional” way of spread- out marketing described earlier. The timeline? Weeks (with the added benefit that each marketing piece builds on the last). The effectiveness? Highly effective. This really works, because the frequency of the message has an impact. Rather than spreading your marketing out too thin and only sending out one brochure every once in a while, choose a smaller marketplace. Then, hammer your target audience with marketing over and over again, with your goal being to dominate that small market. Using stackable marketing, you’ll see huge results at a lower cost from a smaller market. Mike Agugliaro
videos on CEO Warrior TV, you will at some point read or hear me mention something I call “stackable marketing.” It’s a concept I developed while testing marketing strategies and seeing what worked and what didn’t. People frequently ask me what stackable marketing is. So, in this blog post, I want to give you a high-level view of stackable marketing. First, let me explain how most people market. A service-business owner wants to advertise his business, so he creates a brochure and sends it out to as wide of an audience as he can afford. Then he waits for the phone to ring. When it doesn’t ring as often as he wants, he wonders if there was something wrong with his brochure or with the zip codes he marketed to. So he gets new brochures printed and sends them out to different zip codes. Again, the phone doesn’t ring as often as he wants. So he repeats the process a third time, a fourth time, and a fifth time, etc. Perhaps he puts up billboards or bus bench signs at the same time, hoping to reach even more of his audience.
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INSIDE The 7 Systems Every Service Business Needs 1
The Decision-Making Criteria
2
3 Strategies to Power Through a Dip
3
We Are Expanding!
4
Meet Ted Puzio
4
Has Success Been Elusive?
5
Service Business Edge 5
Learn About Forecasting
6
What Is Stackable Marketing?
7
5 Simple Ways to Improve Your Company Training Today
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5 SIMPLE WAYS TO IMPROVE YOUR COMPANY TRAINING TODAY
Training — you know you need to do more, but what aren’t you doing? Here are a few ways you can get started today.
Tip No. 5: Training is not just about teaching your employees a new practice; you can improve proficiency.
Just so you don’t think that’s all, here’s my bonus tip :
Tip No. 1: Incorporate daily, 55-minute sales trainings by video.
Don’t just start doing these things; make sure your team is aware that you are intentionally implementing these strategies. Remind them that training is happening. Give them certificates to indicate that they’ve completed training. Help them to see the value of training as an opportunity to grow with your company.
Tip No. 2: Get each team member to sit with someone else once a week.
Tip No. 3: Have an in-house “lunch and learn.”
Tip No. 4: Get each team member to record a weekly video (or screencast).
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