28 Oct Automating EVERYTHING
For years, as I’ve explained the multiple ways that Keap – and in those days – Infusionsoft – could change the face of a business, I’d watch people’s eyes for the two most common reactions:
- Glazing over because of the possibilities, or
- Glazing over due to all the extra “stuff” we were suggesting they now needed to do to remain competitive in their markets
Experience had long taught that if a prospect was still with me after the first fifteen or twenty minutes, there was a solid chance I could not only convert them into users, but also, that Keap could change the way they did business. Among those hundreds of sales I made, though, I saw the same challenges over and over again.
Specifically, new users who were overwhelmed by the limitless power they could now have.
Tags, merge fields, easy automations, advanced automations, sales pages, texting, decision diamonds! For techno-savvy users, Keap really is an incredible tool, but so often, the things we focus on as partners in the sales process have unexpected consequences. Specifically, Keap won’t save a bad business. It can’t protect an entrepreneur from bad habits, nor can it make unmotivated people motivated.
In fact, I think we can all agree we’ve seen this firsthand – entrepreneurs who are working themselves into a frenzy and not making the impact they expect, or getting the results they want, often adopt Keap and go “all in” on marketing tactics, campaigns, and countless email blasts that do meet with some success, but these same users have never fixed the broken business that’s now using the app they bought.
Stop and think about how easy that could be, though.
Imagine if we all took a few moments in a sales presentation to ask an entrepreneur or business owner what they find themselves doing over and over again, day after day? What things steal time from them on a daily basis and relegate them from the C-Level to a minimum wage employee? What would it mean to them to be able to save that time?
How much time could we save them, to actually be able to unleash the real power of Keap in a newer business model that gave them back hours of time every day AND allowed them to make more money and truly play the role their business card says they hold? To show them the power of automating internally.
I’ve been fortunate to have been friends with Michael E. Gerber, author of The E-Myth books, for many years now, and if you’ve read it, you’ve probably got a good idea where I’m going…
In the books, Michael discusses the three personalities found in any entrepreneur – the Technician, the Manager, and the Entrepreneur. The Technician is concerned only with the technical work to be done right now – the manufacture of the widget, while the Manager focuses on getting the widgets produced and sent off for sale. Only the Entrepreneur looks to the “how” of all this. The systems needed to produce the widget – sales, production, shipping, HR, and so on.
Unfortunately, most business owners, in times of stress, try to hide as Technicians. They simply want to do the work, hiding in the “busy-ness” of their daily tasks, oblivious to the fact the business is burning down. Selling “marketing solutions” to that person is usually the wrong thing, because you’re effectively sentencing them to more and more time trying to make Keap fix a broken business.
Now, you and I both know, Dear Reader, that Keap can help that Entrepreneur, but how many of us fall back on painting a picture to that prospect of how the money rolls in when they create a perfect email campaign?
Money is going to cure everything, right? Just hack one more funnel and the flames are sure to go out!
And I’m qualified to tell you it’s nonsense because I was that business owner when I first became a partner for Infusionsoft years ago.
My company imploded under the weight of the success my marketing had, and took a great deal of me with it, because I believed the lie that all I needed was more outbound marketing.
Let me tell you rebuilding my companies in the forms they needed to be not only changed my life, it changed the way I look at Keap, and it changed the way I sold Keap. Now, I don’t simply sell on features and benefits and all the “marketing” that Keap can do for a company, I sell it based on how much Keap can automate.
How much time Keap can save these overworked souls when they use it to automate internal tasks.
To check in on their teams.
To schedule appointments.
To handle followup.
To send a thank you gift to new client.
To automate project management checkpoints.
To give them more time.
Along my way back, I developed tools to show prospects where they lost time in their days – repetitive tasks they shouldn’t have to do over and over, data that could be discovered via some small, customized reporting within their app, and the ability to find hours – up to ten hours – every week they had previously been wasting.
I quit selling based on marketing solutions and started selling on the time savings and automation they could finally have. And by giving them back their time, I also gave them the time they now knew they could use to deploy Keap with a specific purpose.
In other words, we can’t focus on just the outbound components of Keap – the real gold is in awarding these new users, through internal automation and task management, with the time they didn’t have before, so they have more time in their day and their business to use in the outbound marketing that most of us love Keap for.
Be Great, Nothing Else Pays,