Upscale Your Coaching Business Podcast
Upscale Your Coaching Business Podcast
The Magic is Systematizing
During this hour with Marnie and guest, Jaimie Skultety, you’ll discover how to systematize your:
1. Website
2. Prospecting
3. Marketing
4. Consultations
5. Selling
6. Onboarding
7. Hiring
8. Growth
Jaimie Skultety is the owner of Upscale Your Business, a company providing Executive-Level Virtual Assistant and Social Media Marketing Services to Solo Entrepreneurs, Professional Coaches, and Consultants. Learn more at www.UpscaleYourBusiness.com
Recorded 2/21/18. Jaimie was invited to be a featured guest on, "Marnie's Friends", with Marnie Swedberg. (https://www.blogtalkradio.com/marniesfriends/2018/02/21/upscale-your-business-the-magic-is-systematizing)
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Marnie: Welcome to Marnie's Friends, the online training show where experts share insights into aspects of life and leadership that take you from surviving to thriving, ASAP. Right now, you are about to discover practical, doable success strategies to shorten your learning curve, increase your productivity, and skyrocket your delight in life.
Marnie: Be sure to thank today's guest by sharing this program via your favorite social media outlet, and swing by marnie.com and give me a shout-out, too.
Marnie: Now, let's get going with today's episode of Marnie's Friends.
Marnie: Hey everybody, this is Marnie Swedberg. Welcome to another edition of Marnie's Friends, and today, we are talking with our guest, Jaimie Skultety, of Upscale Your Business about how to do just that, upscale your business. We're going to be focusing in on The Magic of Systematizing.
Marnie: Our guest today is going to help you discover how to systematize your website, prospecting, marketing, consultation, selling, onboarding, hiring, and growth. Jaimie Skultety is our guest. She's the owner of Upscale Your Business, a company providing executive-level virtual assistance and social media marketing services to [solo-preneurs 00:01:51], professional coaches, and consultants. You can learn more about Jaimie and what she does over at upscaleyourbusiness.com. Welcome to you, Jaimie!
Jaimie: Thank you so much, Marnie. I'm so glad to be here.
Marnie: Well, and it's great to have you. I remember we had a conversation a while back, and it was just so amazing to hear what you do and how you do it, and how you help people to really ... There's so much to do, and what you do is you really help people get very focused and organized in on the most important things, and then on getting those most important things done. I just love what you do and how you go about it, and excited to share you with our audience today.
Marnie: you guys are going to love Jaimie. Again, her website's upscaleyourbusiness.com. Well, maybe what you can do to begin with is just describe for us what an actual virtual assistant is. There are those that maybe aren't aware of that.
Jaimie: Sure. A virtual assistant is someone who will do your business tasks, your social media, anything that you can think of that a regular office assistant would be doing for you inside the office. The only difference is that we're virtual. We don't work for, let's say, a boss. We have clients. We work for clients all over the world, and we help them to manage their business. There's task-based virtual assistants where you give them a project and you give them steps to do and they'll take care of that.
Jaimie: Then, you have other level of virtual assistant, like executive level which is where I would fall in, where I can look at the big picture for my clients' business, and really help them to get from point A to point Z in every aspect of their business, whether it's systematizing or the marketing to try to get more business. I do help my clients to get more business, and the door in more business is more money. Is that-
Marnie: Yeah, and there are some real advantages to working with a virtual assistant. First of all, you don't have to rent office space if you don't want to.
Jaimie: True.
Marnie: If it's just you and a team that's working virtually already, this is a great way to upscale that. As well as when you work with a virtual assistant, it's not like hiring an employee. You don't have all those laws and things that apply to that as well.
Marnie: Are there any other things that come right to your mind, Jaimie, of advantages of working with a virtual assistant?
Jaimie: Well, yeah. We pay our own taxes. We take care of our own health insurance, so all of those extra benefits that you have to pay as an employer are not part of that. There's benefits to being a virtual assistant in that we can take time off when we need to, and it's more of a client relationship more than an employer relationship. But yeah, for the business owner, it's of such great benefit because really, you're paying for the services that you need and the time that you need to free up for yourself, and to get stuff done.
Jaimie: It's really for people who ... Most of my clients have their special gifts, let's say. They're coaches and consultants, so they have their gifts that they want to share with the world. They don't want to be spending their time figuring out how to use Twitter and LinkedIn to find more business. They just want to serve their clients, and so we kind of help take that off of their plate.
Marnie: I'm sure that you who are listening, who are speakers and authors as well, are thinking, "Oh my goodness, that would be so wonderful. I didn't write a book so I could become a publicist, but that's what I've become."
Jaimie: Yeah. Yeah, exactly. We can even help you to get speaking gigs if you're a speaker. We can help you to sell your books if you're an author, so all of that.
Marnie: Awesome.
Jaimie: Yeah.
Marnie: Okay, so you and I are soul mates when it comes to systematizing. We were talking right before we came on the air that you've got everything in bullet points. I'm like, "I think in bullet points. That's how my brain works, too." Those of you who are listening and are more story-oriented, just hang with us, your business as part of your ministry can really be maximized by using a system. Jaimie, you are the girl. You are the system girl. You think in systems, and what you like to do is you like to simplify things to help people understand how to get the biggest bang for their time bucks, their money bucks.
Marnie: When it comes to websites, which is where we want to start, I think that all of us have a website. Now, when you say "systematize" the website, what do you mean by that? What goes into systematizing a website that would help it to build your business?
Jaimie: Right. Well, let me frame this conversation as we jump in here. The word systematize might be a little bit overwhelming for people, so I just want to break that down. I always think of systems as a routine, a process that you do.
Jaimie: We have our wake-up routine. You put your feet on the floor. You hop in the shower. You walk your dog. You make your coffee. That's a routine, so it's like I say, "rinse and repeat". It's actions that you take again and again, over and over again.
Jaimie: I believe in documenting. Once you have a system that works, write it down. Put it into an operations manual, which is what I suggest.
Jaimie: Now, as far as your website, the system regarding your website is really a matter of laying the foundations. Pretty much, this is a one-time process, and I'll talk about some of the elements that I suggest that everyone with a website, make sure that you have these elements incorporated. There are some elements that may be missing, or should be missing from your site, and I'll talk a little bit about these things that have made a difference certainly in my business, and for the clients that I work with.
Jaimie: These are the things that I recommend. If you're a service provider, as opposed to selling a product, let's say, I suggest that you don't have your pricing on your website. I have my reasons why, and I'll just touch on those very quickly. If your prices are what someone considers to be too low, they're not going to have faith that you would be the one to help them. If your prices are what someone else would consider too high, they would wonder why you have the nerve to charge whatever it is that you feel you're capable of charging.
Jaimie: Immediately, people will get to your site, because they're gonna look for your pricing. That's what they want to know. If they find it, one way or the other, they're probably gonna click off. The truth of the matter is you'll never know that they did that, and you'll never know why they did it. That's the one thing I say should not be on your site, unless you're selling a product. I really do believe that.
Jaimie: Other things that should be there. Things like testimonials. I'm always amazed that there's a lot of people out there who don't have testimonials, or I see their LinkedIn profile has recommendations, but they don't have those as testimonials on their website. Make sure you're taking your recommendations, and putting those on your ... That's from LinkedIn. Make sure that those are testimonials, and vice-versa. You also might want to have things like success stories or case studies. People really do relate to seeing someone else where they currently are, and how they were able to overcome their challenges.
Jaimie: Another thing to have on your website would be something that describes who your ideal clients are, and how you helped them specifically. Things like, you can put questions in there like, "Can you relate to this scenario in your life or your business?" Or, "Does this sound like you?" Or, "Are you interested in working with us? Well, here are some things that you should know," and a little taste of what it's like to work with you, so maybe you have a little description.
Jaimie: We tend to use our "About" page as just a quick bio about us and that's it, but what else can you highlight there that your ideal clients would want to know? Those are the things you can incorporate there.
Jaimie: I suggest an opt-in, or what other people call a "freebee" where people can give you their email address and name, and download something that you have of value.
Jaimie: The other thing I suggest, if you have stuff like this, especially if you're a speaker or an author and you've been similar to what I'm doing right now, I'm giving an interview. I have a page called "Featured On", and those could be all of your media mentions. Anytime you've been interviewed, or anything like that, keep it in one place. Keep everything there.
Jaimie: The other thing I suggest is to have a system, a signature system. For example, I have a system. It's a "Seven-Step Client Attraction System", and I outline what those steps are right there on my website so that people can really understand how I take them from, like I said, point A to point Z. If you have a system, that's a very desirable thing.
Jaimie: Also, very important I feel, is a needs assessment form. This is how you can identify whether your website visitors or your prospects are a good fit for your business. A lot of times, people have just a contact page, "Contact Me", "Fill in my little form, give me your name, address, and put a comment in." But I say, take that a step further. Have a needs assessment form that addresses their concerns, their challenges, and then have that needs assessment form lead them directly into your scheduling link.
Jaimie: That's the other thing that I recommend as far as a website system, is to have a scheduling link, rather than just a "Contact Me" page. Again, I suggest your needs assessment form leads them directly into that next step, so it's all in one fell swoop.
Jaimie: Those are my bullet points about how to systematize your-
Marnie: Wow!
Jaimie: [crosstalk 00:11:19] about laying the foundation. It's not so much a system, but laying that foundation for the rest of the systems to come.
Marnie: Right. Well, this is so great. I know as you were going down, I was jotting them down and starring, and you know, "Okay, this could be better or this could be better." For those of you who haven't started yet, that list could be kind of overwhelming. Or you might be, "Oh my goodness, I only have two of those going so far," which is where Jaimie comes in. It can really help you to get systematized.
Marnie: It is a lot of work, isn't it, Jaimie? To try to set this up so it can really work well for you day in, day out, it's a lot of work.
Jaimie: It is. It is.
Marnie: Yeah.
Jaimie: I discovered all of this by having to build my own business, so I know what it's like. I started as a virtual assistant. I thought, "I'm just going to have people flock to my website, and that's that." It doesn't work that way, so you try different things. What I've learned from my business, I'm able to share with my clients and then implement it for them.
Marnie: That is so cool. We're gonna take a break here in just a few minutes, but before we do, I'd like us to start us into the next category-
Jaimie: Sure.
Marnie: Which is how to upscale your business by systematizing your prospecting.
Jaimie: Yep.
Marnie: Coming from a sales background, prospecting is not the part where you're actually doing the selling. We're gonna talk about that later. But this is the part where you're just helping find people who are interested in you, or helping people who are interested in you find you. Go ahead and just start us into this a little way.
Jaimie: Sure. Sure. We're gonna talk about how to attract, inspire, and invite your ideal clients to visit your website to learn more. They're not at your website. It's now getting them there.
Jaimie: The first things is to define who is your ideal client. I know most people want to say, they just say, "Anybody with a credit card. Anybody willing to pay me," right? But that's not it. You really want to get very clear about who your ideal clients are, and you want to think about those dreamy clients that you love working with and describe that.
Jaimie: You can find your clients using social media. For me it's, like I said, coaches and consultants, so I do all of my marketing is directed towards those audiences. Especially using LinkedIn. That is one of my favorite places to play and most effective, quite honestly. Speaking of LinkedIn, I suggest one of your systems is to join groups that have your ideal clients as members. The key there, not just to join the groups, but to share your content within those groups. Answer questions. Post your articles. Link everything back to your site. Don't give everything in your article. Post a little bit, and then have a, "Click here to read more." The object is to get them to your website.
Jaimie: I suggest also in LinkedIn, keep your headline updated. Change it out. Swap it out every now and again. Your headline is the thing right under your picture on LinkedIn. I suggest you tackle three things in your headline. State your area of expertise. Define who you help. Outline the benefits or the transformation that you provide.
Jaimie: Also, make sure that you're responding to requests to connect. People who request to connect with you on LinkedIn, a lot of times we just accept it and move on. I say take that opportunity. If you think they're somebody good to take this conversation a little bit further, send them a little note and say something about their profile that was interesting to you. Then, share a little bit about what you do.
Jaimie: Let's see, the last bullet point here, I know we're going to break. That is to document. Your emails, your scripts, your templates, all of your step-by-steps, and an operations manual. That's what we recommend is to document everything. When you have a script that works on LinkedIn, put that in your operations manual, and just edit it as you need to, as it's designed to address your clients' needs.
Marnie: Oh, fantastic. We're actually gonna come back and touch on a few of these a little bit more before we go on. But don't go away. We're gonna have a little break, and then we'll come right back, talk about prospecting, marketing, and consultations. We'll be right back.
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Marnie: Hey, it's Marnie and Jaimie. Welcome back to you. We're talking today about upscaling your business, the magic of systematizing. Our guest today is Jaimie Skultety of upscaleyourbusiness.com.
Marnie: Jaimie, before break we were talking about prospecting, how to attract, inspire, and invite your ideal customer to come to your site, to get involved with your business, your ministry, whatever it is that you are sharing, your writing, your speaking. One of the things, you really like LinkedIn. Can you tell us why that's such a great site for you?
Jaimie: Yeah, well first of all, it's a really great site to drill down on exactly who your target market is, and to find them. Facebook has algorithms to find people based on demographics, and maybe a job title. But LinkedIn really does provide a way to get directly in front of your target market, whoever that is.
Jaimie: I know a lot of my clients when they first come to me, they're not sure who that target market is. It's really about defining, and again, I say find your dreamiest client and describe who they are, what they do, and all of that. There are so many different options on LinkedIn. We don't have the time to get into a lengthy conversation about it, but again, if you're involved in the groups that have your target market.
Jaimie: I'll give you a quick example. I'm a virtual assistant, of course. I belong to virtual assistant groups on LinkedIn, and they're helpful. There's always some good content there. But I would say the majority of the groups I belong to are coaching groups, people where I know that they're hanging out in there, and I can share my content there, and I can provide value by jumping in on a discussion and maybe offering my advice.
Jaimie: For that reason alone, LinkedIn. There's so much more I could say about it, but just right there, just to be able to get right in front of your target market directly and speak to them.
Marnie: Speaking of that, let's go ahead and talk about systematizing the marketing. One of the phrases that you used earlier is, "Do and document." You actually start this process, and then you take notes about what works well. What are you gonna keep doing. When it comes to marketing, how do you systematize that?
Jaimie: Yeah. Marketing is really about, as I say here, positioning yourself as an expert in your field, and someone that your ideal clients, again using the word "ideal clients", can come to for help.
Jaimie: One of the most effective ways to do this is actually using a blog. I know a lot of people don't understand the value of having a blog. A lot of times, people will post a blog article, and they may post it on the social media platforms, one, and people will flock to it. Maybe a few, and then that's it. I like to say, "It kind of dies on the vine at that point." There's really not much else that can be done. It's posted. It's there.
Jaimie: Sometimes, people come back to your posts, but it's outdated. It's something from 2002 that's sitting on your blog. One of the things that I say about that is make sure that your blog content is evergreen. I suggest to remove the dates from your posts. Going back to the main topic here, blogging is really going to be the key to getting people to go to your website because you're going to be providing them with the kind of information that they're seeking, even if they don't they're seeking it.
Jaimie: Imagine that they're on LinkedIn, and they see your article that speaks to exactly their pain point, hopefully they'll click into that article and go to your website. Again, this is where I stated earlier, don't post your entire article. Don't give away every single thing right there in your post. Put a link back to your site and say, "If you like what you've read so far, then click here to read more." That is the goal to get them there.
Jaimie: It also adds to your image as a professional who is confident and knowledgeable.
Jaimie: How do we get people to your website to read your blog? That's the next question, and I'm pleased to answer that. The way that we do that is we create excerpts for our clients, and I like to affectionately call that "blurbs". So it's blog blurbs, B-L-U-R-B-S, or excerpts, with a link back to the article, so it could be just a short sentence or even a paragraph that just gets them again to, "Click here to read more, learn more, find out how we fix this, find out this." You want to just get them with that kind of hook.
Jaimie: Then, the very key to all of this is to have a call to action at the end of every single article on your website. It could be a different call to action. It doesn't have to be the exact same one, but a call to action is just that. What is the next step? "If you like what you've read here in this article and you'd like to take this a step further," you can then lead them into the next step whatever that is.
Jaimie: It could be, for example, going and filling out your needs assessment form. Or maybe it's just a direct link to schedule a call with you. Or maybe it's, "If you loved this article, I have this really great freebie you can download. Here's the link to that."
Jaimie: Call to action, very important. It's what steers them toward their next step in consulting with you. Also, it hopefully will then steer them to the next step in working with you.
Jaimie: Let's see. You can also share your newsletter, anything of value for your subscribers. It could be your favorite radio show. You can talk about that in a blog, and there's great ways of finding content. If you struggle with that, there's lots and lots of ways to find content, or have somebody else write it and then you edit it. But a blog is so important.
Jaimie: I say here also about the marketing, is to grow your audience on all of the platforms, the major platforms. Instagram is not for everybody. I don't even play on Instagram. My business is not a visual type of business. But you're posting anyway. I post on Twitter, Facebook, LinkedIn, and I will just make a comment about Twitter. I don't love it. I always tell my clients, to me it's not really my most relevant place to play. I like LinkedIn personally, but I say it is a party. People are there. Your ideal clients are probably there as well. If you're posting to LinkedIn and Facebook, you might as well post to Twitter as well.
Jaimie: Also, keep in mind, if you only have three followers on Twitter, you're only going to have three people who ever get the chance by chance to read your content, so you want to be growing your audience.
Jaimie: You want to measure your metrics. That includes Google analytics. You want to also check in on your newsletter opt-ins. How many people opted in? How many people opened your latest newsletter? I say here, "Consistency plus visibility, equals marketing success." It really is the two components make up the marketing success.
Jaimie: Those are my bullet points on the marketing systematization.
Marnie: Wow. Yeah, you've covered so much ground here in such a little while. Thank you so much for doing that.
Marnie: When you go back to marketing, what I'm hearing you say is that the blog is really your kingpin. You've got a lot of other things going on, but the blog is really, A, how to generate content. B, how to become the expert on your subjects, become known as the expert on your subjects. Then C, how to get people to really come using the excerpts, even in these LinkedIn groups and different places.
Marnie: When you do excerpts like on Facebook or Twitter, let's say, LinkedIn would be [inaudible 00:23:38]. Do you do ads? Do you do posts? How do you do that? Photos?
Jaimie: I do the posts, and sometimes they have a photo, and sometimes they'll populate automatically with the photo, so you just put your LinkedIn and it will actually populate with the image that's on the blog, right on, let's say, LinkedIn is great for that.
Jaimie: There's different services. There's Hootsuite, where you can preschedule your posts. There's also Meet Edgar, which is actually my preferred platform over Hootsuite. Hootsuite is free, and Meet Edgar costs money, but it's a great platform because with Hootsuite, it doesn't populate the images. It's not consistent. Sometimes it pops in, sometimes it doesn't. But with Meet Edgar, it does.
Jaimie: But I just want to touch on this, too. Talking about blogs and how important they are, what I've done in the recent years has been really to write content that speaks to a problem that a client was having and that we solved, the difference that that made. Telling a story, if you think of it from a story point of view. Also, speak in bullet points. Make bullet points. Make them bold, and then just expand on those because people, their eye kind of catches. They want to pick up whatever they can pick up. You don't want to make it too lengthy. You want to break up the content with either images or bolding your statements, and then just expanding on those. People can read them if they choose to, but they come to get something quickly, and then hopefully they'll learn enough that they'll want to take the next step, which is your call to action.
Marnie: That's awesome. Such great content. Talk about systematizing consultations. First of all, how do you use the consultations, and then systematizing it?
Jaimie: I'm sorry, and then what?
Marnie: Consultations. How do you use the consultation, and then how do you systematize it?
Jaimie: Okay, yeah. I say that there's ways that you can actually get people to be really interested in working with you, even before you ever get to speak with them. We're gonna go back to what I talked about in the beginning on your website. That is a needs assessment form.
Jaimie: I can tell you that when I implemented a needs assessment form, probably a year or so into my business, it really did change the whole dynamic, and it made consultations a lot easier to have a conversation. But also to highlight to your prospects exactly how you can help them. Again, this is before they even get to speak with you.
Jaimie: I say that you have your prospects walk through a little bit of a process by answering some key questions, or agreeing to some statements. In this way, you're able to demonstrate that you'll be able to help solve their most pressing problems.
Jaimie: I have, for example, on my needs assessment form, I have about either 12 or 15 different statements. They're mostly comprised of what my clients have reported to me, why they came to me in the first place. Things like, "I've reached a level of success I'm proud of, but I'd like to take it to the next level. What I say at the beginning is, I say, "What is going on in your business that tells you support is in order?" Then here's the key phrase, "Check all that apply." Every one of these 12 to 15 statements has a check box next to it. My hope is that as they're reading through, they're just click, click, clicking, and that they can relate because by the time they get to finishing that little checklist which is only a portion of the needs assessment, they're like, "Oh, if she could help me to solve this, it would really make a big difference in my life and my business. I really can't wait to speak with her."
Jaimie: That's the experience that you want your prospects to have. Again, having just a "Contact me" form on your website where they just fill in their name and email and that's it, isn't really gonna help them to identify that you're gonna be the one to help them.
Jaimie: Then the next step in the ... Oh, go ahead.
Marnie: I was gonna say, right now we've got a Bible study expo coming up which is an annual event for Bible study participants and coordinators and leaders, and also book authors, for women. What we did this year is we added a little teeny one of these, which has just been really fun for people. Before they register for the opportunity to win free books at the expo, we just say, "What is your current level of participation in the Bible study?", and we just give them four choices. "Are you attending one? Leading one? Coordinating some? Or do you prefer to do them on your own?" This has really generated some fun.
Jaimie: Yeah.
Marnie: I think like what you say, there's some buy-in that happens right there in that moment like, "I am part of this bigger thing that's happening." Yeah, it's very cool.
Jaimie: Yeah. I like filling out forms, and maybe that's the methodical systematizing in me. I like to fill out forms, and I like to know that when I'm filling out a form that it's resonating with me. Like, "Okay, I'm gonna get something from this because I'm really being very diligent in how I'm responding."
Jaimie: My needs assessment is quite lengthy because I'm trying to get a big picture of what are they currently doing in their business.
Marnie: Sure.
Jaimie: It's not a brief form. I tell people, "Please plan on spending 15 minutes." But there's value in any length of form for any business. You just have to determine what's gonna get your potential client to that step, and knowing that you can help them?
Marnie: Good.
Jaimie: Then, the other part of this is, again, before you even speak to them ... You can have a system for this. There's plenty of programs out there, and I can give you plenty of them, but where you actually confirm the appointment, you let them know also. You outline your intentions. What is the discussion gonna be about? What are we gonna discuss? How are you gonna get me there? What is this consultation gonna look like?
Jaimie: I send out a little outline of, "This is what you can expect." I also kind of give them a little bit of homework. In my pre-consultation, "Thank you for scheduling your call. Here is the date and time we'll be speaking. Here's a few things you can review in the meantime." I send them to specific areas of my website that I want them to take a look at. Usually, it's my "About" page, and I usually will send them to a case study for one of my clients. I say, "Remember to ask me during the call how we were able to get this result for this client." It's a little bit of homework, and it leads them exactly where they need to go.
Jaimie: Again, before they even speak to you, they're kind of excited. "What is this conversation? How is this gonna go?"
Jaimie: Let's see here. The next is conducting your consultation. Please, Marnie cut me off if we need to take a break. I just have a few points here.
Marnie: Yeah, let's finish that one and then we'll take a break. Okay.
Jaimie: Great. Okay. Conducting your consultations. I'm just gonna run through some questions that you can ask that will hopefully make a difference in the conversation and how it goes.
Jaimie: Some of the things that I use when I speak with people are, "What are you hoping to get out of the discussion today?" You kind of want to have the framework of what they want to get out of this. Hopefully what you want to get, if it's a good fit, you want to end up with a new client. But what is your client? What is this potential client hoping to get out of the call? You want to set that up and give them the opportunity to state that.
Jaimie: Then, "What do you want to have, say, within the next six months? How do you want your life or your business to look in the next six months?", so that you can talk about that. Then, I ask, "Why don't you have this already? What's happened that's held you back from that?" Then, you can address that. I ask things like, "What are your concerns, frustrations, challenges, and how long has this been going on?" I ask things like, "What will happen if you don't get this fixed? What will happen if you aren't able to do this for your business? What do you think will be the outcome?"
Jaimie: Then the keys to all of this is to take notes. Take good notes, and then you'll be prepared to mirror back their responses. We'll talk about that in the next section, which will be selling.
Marnie: Fantastic. This is Marnie Swedberg. We're visiting today with Jaimie Skultety, of Upscale Your Business, learning about how to actually use systematizing to upscale your business. We're gonna come right back and talk more about selling and onboarding. We'll be right back.
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Marnie: Welcome back. This is Marnie. You're joining us today for Upscale Your Business, with guest Jaimie Skultety of upscaleyourbusiness.com. We're talking about systematizing. We're ready to go into how to systematize your selling.
Marnie: What is the difference between marketing and selling?
Jaimie: Marketing is actually getting people to be interested to raise their hands. Your intention here with the marketing is to get people to be interested enough to raise their hand and want to take it a little bit further. You're just kind of marketing to their needs. What is it that they need, and how can you help to solve that.
Jaimie: The selling is actually trying to have them see enough value in wanting to take it to the next step, how they can pay you to work with you, and achieve the results that they're trying to achieve. It should not be thought of as a tactic, or anything smarmy. When you hear the word "selling", it kind of feels yucky. I personally, I also still struggle a little bit with the sales process because I just want to be liked and I don't want to put any pressure on people, so selling can be a difficult thing.
Jaimie: But if you do it in a compassionate way, people will hopefully just want to flock to you and want to work with you. Make it, it doesn't feel that it's hard. You know?
Marnie: Yeah. Yeah. Right. Exactly. I was thinking, selling is solving really.
Jaimie: Yeah.
Marnie: You can talk, talk, talk, talk, talk, talk, talk. But if you don't take the steps to actually put it into practice, your problems will never be solved. You'll always still be back at the thinking stage and not the action stage. Selling is where you actually get to go to the next thing.
Marnie: I like the illustration of upselling in a retail or restaurant environment, where the person comes in, let's say, and orders the sandwich of the day. The person behind the till says then, "Would you like a beverage with that?" That's an upsell that's so obvious. It's just the most natural thing that could ever happen. That's obviously the next question right there is, "Did you want anything to drink with that."
Jaimie: Yeah.
Marnie: Whereas the upsell that feels bad is when the person comes in and orders a sandwich and you say, "Would you like a pizza?" That just feels random and, "Why did you ask me that?"
Jaimie: Yeah.
Marnie: I think with the selling process, and you guys can hear this all the way through Jaimie's content here today, you can hear that this whole system is flowing from bringing them in, having them come to know you and like you and respect you and trust you. Then, the selling step is just the most authentic for you saying, "Let's get you actually solved. Let's not keep you in this ideation stage. Let's get this going for you." How do we systematize this part, this selling point?
Jaimie: Yeah, and actually you just reminded me of something. I just want to touch on this. This was not planned. But I offer different packages. I have about three different ways that people can work with me. Really, the consultation process is really for me to determine what I think will be the best fit.
Jaimie: Now, a lot of times I will give my potential clients, when I send a proposal, give them everything. "Here's everything. You can review, and you can decide for yourself. But this is the one that I would recommend, based on our conversation." Not everything is gonna be just the perfect fit, but it's gonna be up to them to make that call. But that's part of the consultation, part of the fun of it is, especially if you have different packages and different ways of working with people.
Jaimie: We'll get right to this here. How to craft your proposal and close a sale. You want to mirror back to them.
Jaimie: We talked about this. It was the last bullet point was to take notes. I take very diligent notes, and I mirror back their responses. I say things like, "Okay, you mentioned this. You mentioned you were having a struggle in connecting with your target market." I will say, "Okay, it sounds like we need to figure out ways of connecting with your target market. Let's talk about your target market. Here are some suggestions of how we can accomplish this."
Jaimie: I have a lot of clients who come my way and they say, "I'm just not organized. I don't think in the way that you think. I'm not systematized. I don't have these things. I don't want to. It's not something I want to do." I say, "We have a solution for that." There's pretty much a solution for wherever they are, and you want to just mirror that back to them. "Here's where you say you are, and here's the bridge that will get you to where you want to be."
Jaimie: Then, you can say things like, "And based on what you're telling me, if I can help you to lay out a plan of action that will bring clients to your website, and have them take action to hopefully consult with you, you'd be excited to have that. Right?" You want all of the responses to be "yes". This is going to sound smarmy, but you do want to have them conditioned to say "yes". "Yes, that's right. You're correct. You're on the right path. You're on the right track." You could say, "If you had that, how would your life be different?"
Jaimie: Now, we're gonna talk about some ways to offer them a way to be rewarded for taking swift action to work with you. Like now. Because really, given the choice, people will think about it. They'll take their time and they'll go away and they'll feel like, "That was a great conversation," and they're just not ready to take action. You can't force anybody into it. That's for sure, and you don't want to have that anyway. You want to have people who are really committed, and that they've taken the time to give it the proper thought. Or that they'd know right then and there. "Hey, you're the one for me. Let's move ahead."
Jaimie: But I share with you a couple of strategies. You may think of these as, again, like tactics, but they're strategies. It depends on where they are in their cycle with you.
Jaimie: But I have a system that I call ... It's a system. I call it "Scarcity Plus Incentive". These are true strategies that really I do use, and they really are true. There's no misrepresentation here. But we generally only take two clients a month.
Jaimie: I have a team, and that's really where we fall because we're committed that we're all in for our clients. We want to make sure that we're dotting every I and crossing every T for them. We generally take two clients a month, and I let people know that. I tell them that up front. I say, "We can hold your spot. Even if you're not ready to start today, knowing that we only take two clients, you might want to put down your deposit and that way you're showing your level of commitment. We're committed to starting on whatever date you select. But you're being an action-taker. I like to kind of reward action-takers."
Jaimie: Then the other is the incentive. Again, rewarding them as action-taker. "If you sign up and you decide you want to work with me within a couple of business days, I'll offer you, up until Friday, I'll give you 5% off from your package," or whatever you want to offer as that kind of incentive.
Jaimie: Then the key to the selling I have found, so please write this down everybody. Follow up. Two words: follow up. At least two times, and third time would be the final. You don't want to be a complete pain in the butt. But if you follow up, it is really the key. I have actually proven this. Not just from my business, but I do this for clients where I do the follow-up for them.
Jaimie: When people come to you, they're in some kind of pain. That's why they've reached out, whatever that pain is. You want to help them to resolve that, and so you're committed to that. You're reminding them, "We had a great conversation. I want to make sure that you got what you came for, see if you have any other questions." It's usually at the third time where I'll say, "I don't want to be a pest or a nuisance, so this will be the final time I reach out."
Jaimie: They were in pain. Then, the pain kind of subsided for a little while. Maybe in between your sales conversation or your consultation to now, they've felt like, "Maybe I don't need the service right this minute." It's usually the third time where you say, "You know, I don't want to be a nuisance, but I do want to make sure that ... " Then, they're like, "You know what? I really do still need ya." That is usually the time that they say, "You know what? Yes, I am ready to move ahead."
Jaimie: The key is follow-up, and I can tell you that my clients before they start working with me, I would ask them, "What's your follow-up system like?" They say-
Marnie: Yeah. "What follow-up system?"
Jaimie: "I responded. I sent them a proposal, and I never heard from them." My experience really lends to this conversation. Again, follow-up is the key to selling.
Marnie: I have to just tell you that when I've worked with cultures and programs in the past, too, that three is really a critical number. We hear that, "You need seven touches."
Jaimie: Yeah.
Marnie: But when you get to this point when you're actually closing in a sale, three is a very important number. Don't give up just because they said, "No," or, "Wait," or, "Maybe," on the first time. It's really important to follow up with that.
Marnie: Cool. Let's move onto onboarding. First of all, what is onboarding, and how do you systematize it?
Jaimie: Okay. Onboarding is really a way of you're getting your clients ramped up and ready to work with you, and that you're also ramping up and ready to work with them. It's really all about getting them into your systems, and some people don't have any systems, but I do. I have several systems.
Jaimie: Whenever a new client starts with me, I have a checklist, again systematizing, of all the things that I do to get them set up in all of my systems. I've got to alert my team, and I want to make sure that I'm putting their dates on the calendar. What is their start date? What's their billing data if they're paying monthly? I usually put at the six-month mark to request a recommendation on LinkedIn, or a testimonial, or both. I like to collapse those two together. But at the six-month mark, I feel like by that time I've proven that I can help them, and that's the time that I feel comfortable to ask for that. That's part of the ramping up.
Jaimie: But anyway, the more important thing related to the onboarding process is to outline the information that your client will need to gather to provide to you to make getting started a cinch. What are those things?
Jaimie: I know with me, I need to request passwords and logins, and which newsletter service do you use? If you use one, I need all the information for that. I tell them up front, "There's a Getting Started form. It's an online form, and you're gonna answer all the questions." I ask things in this Getting Started process like, "Who is your ideal client if you know who that is? What would they want to learn from you?" I ask those kind of questions, but I tell them beforehand, "Please gather this information. Spend some time together because you're gonna spend a few minutes providing this information to me up front." But this way you can just jump in and get started. Once you find a process that works, you document it and you do it.
Jaimie: Again, I say here, provide them with an easy way to submit it all. Usually for me, it's an online form. A fillable form that they can do right online. They don't have to print it out and hand-write it, and scan it back in. Just make it easy for them.
Jaimie: Then, you create your folders and your subfolders and your email folders and all of that. Keep everything organized within all of your client sections.
Jaimie: I like to send out a new client welcome kit, so I offer that as an idea for anybody out there who has a business. I always think it's a nice touch. Your new client kit could be something like a handbook which outlines your business boundaries. What are your office hours. Where, when, and how to reach you. Maybe even include your scheduling link and remind them to bookmark it so that they can reach out to you whenever they want to speak with you. Who and how to reach out when they're stuck. If your clients are experience something in their business or life, and they need your help, what are the resources that you can provide to them? Put that into your new client welcome kit.
Jaimie: For us, and this might be something to consider for anybody listening, schedule an initial "deep dive session" is what I call it. This is a phone call, or for my business, we do this on Zoom so we can see one another. I actually do my consults on Zoom. I want to mention that people really do get to know, like, and trust you by seeing you in video format.
Jaimie: But we schedule this deep-dive session. It's anywhere from 30 to 90 minutes. Typically, it will go the full 90 minutes, where we really flesh out exactly the steps we're gonna take in working together so that we can, again, hit the ground running. That's what I've got for onboarding.
Marnie: Fantastic. You know, one of my favorite phrases is, "Don't reinvent the wheel," which is what you're helping us to understand here. That once you have this welcome kit, once you have the online form created, you don't have to keep creating it for every client.
Jaimie: Right.
Marnie: You have the beauty of having a system in place, and that's really your gift that you bring to people is the ability to help them to get all this going.
Marnie: When we're talking about like someone working with you, Jaimie, the onboarding, do you help people come up with these?
Jaimie: Yeah, I do. Yeah, if they need help with this particular aspect, by all means, I will jump in and offer ... We want to really get the big picture, so I will ask my clients, "What are the steps that you feel that you need to get started with your clients?"
Jaimie: Like I said, a lot of times, they come to me and they just don't have these things figured out, and it's just not something that's been on their radar. Yeah, it is again that rinse and repeat, the not reinventing the wheel as you said. I love using that phrase. Once you've got something that works ...
Jaimie: I started with my checklist. I call it a new client checklist. I used to print it out. I used to cut it up, and it was like a small little piece of paper that I would attach to their printed out consultation notes that I took. I would sit there with my little pen and check off every box. Like I said, I have a checklist of about 20 different items at least that I do. I still use that checklist today, except I've made it all electronic. I've put it into the back-end of my system online. When I get a new client, I literally set them up in my Teamwork System, which is the program that I use. I drop in my New Client Checklist. It's a template, and it just populates with all those little checkbox things. That's the funnest part of my business.
Jaimie: I always want to outsource things myself, but I'm like, "I love doing this." Yeah.
Marnie: That's awesome. That's awesome. Well, this is Marnie Swedberg. We're visiting today with Jaimie Skultety of Upscale Your Business. We're gonna come right back and talk about upscaling by systematizing your hiring and growth. Don't go away. We'll be right back.
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Marnie: Welcome back. This is Marnie, and we're visiting today with our wonderful guest, Jaimie Skultety, of upscaleyourbusiness.com. We're talking about Magic Is In The Systematizing.
Marnie: Next, we're gonna talk about hiring. This is kind of an interesting one because a lot of the people that are listening to the show, have small businesses. A lot of you are [solo-preneurs 00:47:56], and you're like, "I'm not sure if this is for me."
Marnie: But Jaimie, why don't you address just the systematizing part of it. In case you find yourself in a situation where you are ready to hire, how do you systematize that?
Jaimie: Yep. Again, I'm just gonna mention that I actually have a checklist in my Teamwork System for hiring. When I need to hire a new person, I have eight people on me team so I've been through this process eight times so far, and hopefully we'll continue to go through this step-by-step process.
Jaimie: Things that are included in my little checklist would be to create a job listing. I usually put it as a page on my website. I would do upscaleyourbusiness.com/, and usually it's "project-manager", and that gets them to the page. It's a hidden page. It's not live. Like, it's not in the navigation of my site. But it's something that anybody who has the link can click on it. I usually will create it there.
Jaimie: You want to be very clear about outlining your specific needs. I just gave you the link to my page so you can see how that's outlined. I'll just highlight some of the key points that I put on that page, because these are very important.
Jaimie: I say, "Who this position is for." I want people to resonate, like, "Oh, that's me. Yeah, that's me." Then, I say, "Who this position is not for." I tell people ... I'm hiring people who are subcontractors. They come from the virtual assistant world typically. I say, "If you are somebody who has a full-time job, and you're just doing this part-time, this is not for you. Why should you be interested in this position? What about this position is gonna be like fun for the person considering being interviewed for this position?
Jaimie: I say things like, "I like to work with people who ... " I have a bunch of statements that address all of those ... "These are the types of people I like to work with. If this resonates with you, it's gonna be a good fit."
Jaimie: I also suggest that you have them fill out, again, an online application. I ask questions like, "What drives or motivates you? What types of projects like this have you managed previously?" I also like to put in a, "How would you handle this scenario?", kind of question.
Jaimie: I give a little client's story that's happened, and I want to know how they would handle it.
Jaimie: The other thing I suggest is to give them a little bit of a test. You want people to jump through a little bit of hoops. I know that when I put out a job listing, I'm going to have anywhere from 35 to 50 people applying, and probably many of them are gonna give me great responses.
Jaimie: However, the thing that I find to be a very easy elimination process is brought about by giving them a little bit of a test.
Jaimie: I have written a book myself. I asked them to please read a particular chapter of my book. It's just a small book. It's not a novel, but there's some learning information in there for people who are virtual assistants. Because I also do virtual assistants, and I say to them, "I'd like you to read this chapter from my book. Here it is in a PDF, and I'd like you to put in the subject line ... Send me an email and respond back to me your comments about the chapter that you've just read. But I want you to put in the subject line, "I read it." I want to know that they follow instructions.
Jaimie: You would be amazed at how many people don't take ... They'll give me a whole long paragraph about what they thought of it, but they didn't follow that one ... For me, that's everything.
Marnie: Mm-hmm (affirmative). Yeah.
Jaimie: Some people may not have that kind of stickler, but in this role, I need them to be detail-oriented, so that's my test.
Marnie: That's awesome. We're gonna move along. I know we have a lot more content here, but we're running out of hours, so we're gonna move along to growth real quick. Did you have any last, real-quick point that you wanted to include on the hiring?
Jaimie: Yeah. One last thing is just to ask for and check references. Do that. Do that. It's a good idea. That's it.
Marnie: Yeah. This is also, if you guys are going into hiring for the first time, be sure to have your legal documentation all organized in this checklist so that you have everything that you need to fill out at one time, instead of handing them thing after thing after thing when they come to work for you.
Jaimie: Yeah.
Marnie: Okay, let's talk about growth now because this is so important. We've got about five minutes here, Jaimie.
Jaimie: Yep.
Marnie: How do you maximize the growth with systematization?
Jaimie: Right. I say for your growth, for business growth, every business needs a team, whether it's one person or five people. You need to have somebody helping you in your business. There's no question about it. I say if you have the right people on your team, so that goes back to the hiring, your team will help you to get things done, and it will feel to you like it's on auto-pilot. Your marketing could be handled for you.
Jaimie: In this conversation that we had earlier about marketing, even systematizing if it's not comfortable for you, there's somebody that you should hire to put in that role and different roles throughout your business. But your business success will accelerate exponentially if you're using a team, or a person, whatever that looks like.
Jaimie: I say imagine how it would feel to have more hours in your day to allocate to income-producing activities. If you could focus on just that, and your team were handling the rest, and your growth was just happening in the background, that's terrific. You can have your business systematized and operating optimally, where your clients' needs are tended to with minimal input and guidance from you in the hands of your team again. Where your social media marketing efforts are delivering interested prospects right to your website as we discussed. Where your scheduling process is a breeze. Your pre-consultation, your consultation, and your follow-up system are qualifying your prospects so effectively that you will never waste your valuable time speaking with people who are not a good fit to work with you.
Jaimie: A virtual assistant, we were having that conversation as it relates to growth ... A virtual assistant, if you have the right person in the right role, or people in the right roles, can provide so much more and actually bring more money to your doorstep. We talked about that in the very beginning.
Jaimie: I have clients who have credited me with helping them to earn more income, and there's nothing more rewarding than that. I love getting their work done, but it's even more rewarding when I can help them to achieve that growth.
Jaimie: That's everything I have on that section of growth. It's really hire people, and help them to help you to grow your business.
Marnie: Right. I think that what we've been talking about the whole time is a system in itself. You have these eight points, but really if you miss a point or two, if you don't do any prospecting or you don't have a system set up for actually closing a sale once you get somebody interested and excited to work with you, the whole thing falls apart.
Jaimie: Yes.
Marnie: You can't grow unless there's a way to actually capture what you've done here. You capture the attention of the people who are interested in you, and then you take them through this process.
Marnie: As you've been working with people, Jaimie, what is the one thing that most surprised you about people's non-systematization? What has been the biggest shock for you when you get in close, and you look at what people are doing, and what you can help them do?
Jaimie: Well, I'm actually going to say this in sort of a negative way. But for me, the thing that shocks me the most is that people have found success even without having systems in place. I marvel at that. I really do. I say, "Wow, they're making good income, and almost in spite of them not having those things in place." But I always say there's definitely places to improve, obviously. You really do need to have, like you said, every cog in the wheel. Everything has to be working together.
Jaimie: Even though they're successful, I do believe that you can take it even to another level. Most of my clients come to me and they are already successful. I don't work with people who are maybe just starting out, they don't have money to invest in the services that we provide. They've established themselves, and that's why I say I'm kind of amazed sometimes when they do come to me and I'm like, "What do you got going?"
Jaimie: I have a blog post on my website called "31 Common Mistakes That Coaches and Consultants Make In Getting To the Next Level". These are things that I feel have been overlooked. Although they're successful, almost in spite of not having, if they were to fix those things could, it even take them to the level that they want to get to.
Marnie: Oh, that's a great way to put it. The other thing that I was thinking about there, it's kind of like growing a church. They say, "Once your church building is 80% full, it's going to be hard for you to attract new people because they come in and they feel like, 'There really isn't room here for me.'"
Jaimie: Yeah.
Marnie: That's gonna happen with your business, too. You're gonna hit a level where, "Okay, all of this chaos has been working for you. But now, all you do to keep up with this level of chaos. Now, if you bring some systematization, you can really exponentially grow your business."
Marnie: This has been a fantastic hour. You guys, this is Marnie Swedberg. Our guest today, Jaimie Skultety, has been sharing all these things with us.
Marnie: Jaimie, if somebody goes over to your website which is upscaleyourbusiness.com, what are they going to find over there?
Jaimie: Well, there's lots of places to click. But across the top, there's a place called "Impact". There's a navigation tab called "Impact". That really lays out my Seven-Step Client Attraction System. I think that will really help for people to understand exactly how we take them through this entire process, and then some. It's really about attracting all of your ideal clients, and getting them, and getting them into your systems.
Jaimie: My business creates all of this, and it will help clients to put all of this into place, and ask the right questions, and all of that. There's a lot of information on my website. There are success stories. There are all of the things that we do.
Jaimie: I like to say, "We provide virtual assistant. We also provide social media marketing, and we provide next-level strategies." We've talked about a lot of that today, but there's even more. We've really just scratched the surface here, to be honest. Yeah.
Marnie: I know you have stuff going on, too. Like sometimes you have tele-summits, or tele-seminars, or just some things like that going on as well, right?
Jaimie: Yes. I actually have a webinar. I think your audience would actually find it really ... If they liked this presentation, I think that they would really like this webinar. If you go to upscaleyourbusiness.com/webinar, this is an evergreen webinar so it's not actually provided to you live. But it's a recorded webinar that was really popular, has been, continues to be.
Jaimie: It's not in the navigation in the site, although you would find it in the sidebar of any blog post. But upscaleyourbusiness.com/webinar. It's all about how we were able to take one client, just as an example, and I give lots of examples, but one client from one website visitor to 217 in less than a month.
Marnie: Oh, fun. That'd be awesome. You also mentioned-
Jaimie: I think people will really enjoy that webinar.
Marnie: Great. In fact, I'm gonna check that out. You also earlier mentioned the job listing, example that you have over there. Was that that forward-slash job listing?
Jaimie: It's actually upscaleyourbusiness.com/project-manager. That should get them to be able to review that.
Marnie: Awesome. Well, this hour has flown by. Such great content as always, Jaimie. You are just a fountain of [crosstalk 00:59:31] information. You guys ought to totally check her out. Thank you for being here, Jaimie.
Jaimie: Thank you very much, Marnie. It's been wonderful. Thank you.
Marnie: And thank you all for being here. Can't have a show without listeners, and once again today, you've put us right on the front page. I'm number one of Blog Talk Radio. Thanks for being here. Enjoy serving you, and sharing these hours with you, Wednesday live at Blog Talk Radio, as well as around the web afterwards at iTunes. Fisher and multiple syndicates and partner websites around the web. If you want to have the show on your site, you can do that easily. Just go to any program, and click the button that says, "Add this to my website."
Marnie: We'll see you next time. Have a great week. Bye bye.