How to Systemize Your Business for Freedom and Profit With David Jenyns

How to Systemize Your Business for Freedom and Profit With David Jenyns

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all right we are now live welcome to authentic influence live with happiness and smooth simple creative marketing i have with me my good friend david jennings from systemology.com um just to give a bit of a background we are going to be talking about how to systemize your business uh for profit and life well lifestyle but you know it's all about life isn't it um and uh first of all let me welcome dave to the show dave glad to have you here mate yes i've been looking forward to this we've got lots of good stuff to cover we sure do now i just want to give the the audience a bit of a background in terms of who you are if they don't know who you are um essentially 2016 let's go back there david successfully systemized himself out of his business so he had one of australia's most trusted digital agencies and i remember this melbourne seoservices.com and through that process became really a system systems devotee founding system hub which is a software and also in systemology which is the methodology around just systemizing a business so today his mission is to free all business owners worldwide from the daily operations of running their business uh and so you've just released a book uh very recently a couple of months ago uh systemology you've got there it is on a shelf okay create time reduce errors and uh what's the last part of it uh scale your business with your business systems that's it all right so um love it so we're gonna deep dive into that there are a few things that are on my mind around systemization and like some of the challenges that business owners face with that and you know them very well because you've been there um and i want to give a welcome also to i can say cheryl's just jumped on just to the live going hey great software so she knows your software dave one of your custom sounds like um so let's just jump off with yeah the the systems how did we know how you got into it but what were what are some of the common challenges you see business owners have when it comes to systemization biggest thing that holds business owners back are all of these beliefs that they have around systems and processes so oftentimes they believe that they're going to have to be the person who creates it they might think that they're going to need hundreds of systems they might think that it's going to be time consuming to do the documentation they might think that they're going to use some complex piece of software or even if they create the systems or the processes they're going to be worried that their team might not even follow them or maybe they're worried that they have to systemize like mcdonald's there's a lot of just these ideas around systems that people just pick up along the way usually it's because the business owner isn't a systems person by nature it's something they appreciate the importance of systems and processes and they've read all of the books and they know they should have systems and processes but then for whatever reason they've decided ah i've tried to do that in the past it didn't work for me i'm not a systems person i don't really like systems and i can't own a systemized business and once you start of you start and understand well what happens if all of those misconceptions and beliefs were wrong what if you as a business owner could run a business that was systems centered something that would not have any sort of dependency on you as the business owner or any key temp team members what happened if if you could build a business that creates time and space for you and allows you to do your best work and i'm here to let all business owners know through systemology that this is well and truly possible and hopefully we can challenge some of those beliefs today i love that and i want to i'm glad we're starting at mindset because i know personally that's been a challenge it's kind of like this whole typically when a business starts and you're the practitioner and so for example i've been the copywriter so i've written copy for people who've been my own and then i started a business around that an article writing service as you know dave and one of the biggest challenges i had initially was no one's going to be able to write copy as well as i can right and the clients and the feedback coming from the clients was that's right we we're hiring you and so we don't want a second person writer that we don't know uh and so i had to let go of that you know psychologically and go actually uh you know it's my responsibility to deliver an outcome right it's not that they're buying me but they're buying a specific outcome and i kind of think that's what when it comes to systemization the business owner goes through right so it's almost this ego thing going on where it's like i have to be the one writing the sops i have to be the one um you know pulling the process out of my head and doing all these things so can we talk a bit about that and how that really gets in the way of being able to scale it starts off with business owners when they first start a business they see a problem in the world that they want to solve they create a business to meet that demand and then they just get out there and start doing it oftentimes they can do the thing and they can do the thing really really well whether it's cutting hair mowing lawns or writing articles whatever it is they do that really really well and then this sort of reinforcement loop happens they win clients they get great feedback the clients keep coming back because they're doing such great work and the business owner picks up all of these bad habits of inserting themselves into every part of the process which they need to do to get the business off the ground sadly though that's also what ends up holding them in the business because then those bad habits are very hard to break because all of their success has come from them being across all of the parts of the business so the real key here is to understand it's okay if you've done that up until now but if your business can't work without you then it's broken so we just need to recognize that if you can only see the way forward with you delivering the product or service then you're kind of setting yourself up to never really build a business it's it's that classic line of you own more of a job because you're the one ultimately who's having to do it a business should be able to generate profit without any form of key person dependency now to add on to that being that i've been working with an accounting firm for the last five years and we see you know business owners coming in going okay my goal is to eventually sell the business or to you know get into a place where it could be sellable not everyone wants to sell it um but if you need to do that something that we're always saying is well you need to actually make sure that you're out of the business and you have a system in place you have team members and tools and whatever it is so that the asset itself is the business right so if the business relies on the owner as you say david and they and they cannot step away from the business now you don't have a business that you can you know it's more like you've created this uh 60 hour 60 hour a week job for yourself that's worse than than having a solid role where you can walk away and go home every day so tell me about the the the true cost of not systemizing your business yes um one of the biggest ones if you don't systemize you you're reducing your options now you might never have the intention of selling your business right now especially imagine building up a business where it was systemized and it's running smoothly without any sort of key person dependency and it's putting money in your bank account you might not ever end up selling it and that's okay but we always talk about building a business as though it were sellable because i also think you never know what is going to happen with me with the digital agency and that business for about 10 years before i started systemizing it and then i stepped out of the operations i hired a ceo she started running that business and she ran it successfully for three years where i very much was the business owner we would meet once a month we would go through the financials and we would talk about the direction for the business and uh i was happy with that every quarter i was getting a profit distribution and then late last year so october what's that 2019 melissa had said look i need to head back to the states um there's just some family matters that i need to attend to shopped on the plane and flew away for a couple of months unfortunately she put some good systems in place that the the business was still operating well while she was away but when she came back she resigned she said look um i have to move back to the states and i won't be able to run the business while i'm in in the state so i need to resign and at that point i was left with that like that moment what do i do i can either be pulled back into the business and even if we hired another ceo i'd have to train them up and i'd work very closely together or i had the option to exit at that point in time and i only had that option to exit because we'd systemize the business because it was managed by melissa that way the potential acquirer knew that they weren't just buying a business that was dependent on me and i ended up getting two offers on the table and we actually did hand over um at the start of the year first of feb and even though i never had intentions of selling that business i was planning on taking profits from that every quarter until you know the end of days but circumstances changed and having it systemized gave me the option to at least cash out because if i didn't have that it wouldn't have been worth anything and i probably would have got more of a fire sale i wouldn't have got very much for that business at all whereas i got a very good multiple as a result of it being systemized want to say congratulations dave nice accomplishment i know it wasn't the intention but um like you say you actually put yourself in a situation where that was possible right where a lot of others you know being hit by covered and whatever it is and they're going oh my gosh i'm scrambling now to keep the business afloat and we've certainly seen businesses experience that uh when you know going back to march or april this year and they don't have that opportunity or that luxury to say well actually i can actually sell it because it has been systemized um so that's fantastic all right so let's talk about um well maybe this is really you know what's what are business systems okay because i know people are going oh customization dave what are you really talking about when you talk about business systems how about we just define that yeah definitely try and simplify it as best as we can because there's tons of names when people say soft like systems sometimes they think software or automation also when you think about business systems you might be thinking processes sops standard operating procedures checklists how-to documents so there's a range of different names but if we were to simplify all of that just down into the word systems what i'm talking about is a consistent steps that when followed produce a consistent outcome so it's just a series of steps that when followed they produce a consistent outcome and your business is a collection of systems whether they're documented or not doesn't take away the fact that they exist that your team and you you have a way of doing things when we talk about capturing and documenting your business systems and processes it's just about identifying the most important ways figuring out what are the best practices that are going on inside your business and then capturing those so everybody operates at the same standard rather than if the systems aren't documented or really loose everybody kind of does their own thing there's no real consistency you can't rely or depend on things things get missed it's not very scalable and it's hard to plug other team members in to help or to step in where needed if there's no real way of doing things because no one really knows where anything is up to when it's that way so yeah systems are just a series of steps that when followed create a consistent outcome and that's really good when you talk about service delivery and making sure that no matter i guess the way i look at it is you have uh specific functions within the business and you want to make sure that the standard stays the same regardless of whether you have uh obviously we all want to retain our staff and you know the best people and these sort of things but things do happen sometimes you lose a key team member and you like you mentioned with your ceo you want to make sure that you do have documented you know processes and systems in place so someone can plug in and be able to go from day one right and not have to worry too much about oh my gosh all that information and then ip is stored in someone's head and they've just left the company like that that's a massive pain point i know experienced that before yeah everything in your business is a system or a process if it is repeatable there is a system and a process attached to it so that includes marketing that includes sales that includes your finance that includes the operations the delivery of the product and service that includes your hr that includes your management the key is to figure out the 80 20 what are the 20 percent of the systems that drive 80 percent of the result in that department and then you want to identify them so you can then start to capture them and develop a way of doing things so i've got a good friend alan dibb and he wrote a book called the one page marketing plan and he is a systems thinker so when he thinks about marketing he thinks in terms of marketing systems there are certain repeatable tasks that he does day in and day out he's written a book one of the things that he does day in day in out and he's got a system written for it is to go out and collect uh case studies and uh testimonials that basically end up on his amazon like amazon reviews so it's a system where he's actively going out and seeking those reviews and getting them on amazon he's got other systems where he then does uh outreach to people to get influences free copies of his book to review it and then hopefully put it in front of their audience and these are systems every department has a set of systems and i think that's just something once you get that and you realize this filters into everything it can really start to change the way that you look at business 100 now dave tell us why is the owner the worst person to systemize the business yes the owner is very busy i think usually they're juggling 50 million things and they see systems as important but they're never urgent so they never really get around to it it's something that stays on the to-do list not only that oftentimes business owners they're big picture thinkers they don't necessarily love that detail orientated task of documenting systems and processes so not only do they not have time to do it but then they also don't enjoy doing it so oftentimes they're the worst person in the organization to do it and it's the same with your best team members sometimes people think oh if i'm the business owner i can just rule with an iron fist and tell my team hey you've got to document the way that you do things or you're going to get fired now you could do things that way it's not an ideal way to approach it a better or better way the systemology way is to recognize that systems and process development it's a two-person job you've got the person with the knowledge and then you've got a second person who becomes the documentary the person with the knowledge it's just about recording them doing the task whether that's a zoom or a loom or it's done on an iphone just record them doing the thing and then you give it to a separate person who's the documenter they watch the video and they pull out the key steps so wherever possible we want to remove the business owner and we'll get other team members to do it if the business owner's got to be the person then hey let's just record them doing it but they don't do any of the documentation and then that goes to another team member and that just frees up the whole process and how do we go about determining what to systemize first yes uh the steps in systemology i mean the first one because that is the most common question is where do i start what is the first system or two that i focus on so we have a process in the systemology book called the critical client flow and where i suggest people start is you want to systemize how the business makes money when you think about it the lifeblood of any business is cash flow so we want to be able to get new customers we want to be able to sell them we want to be able to deliver the product and service and we want them to be able to come back if using the critical client flow if you map that journey of grabbing someone's attention handling an inquiry taking them through a sales process onboarding them issuing an invoice delivering the core product or service and then getting them to come back start by mapping that because if you can have the business make money without any key person dependency be it on the business owner or any other team member you'll have a tremendous win i suggest start there and you can narrow it even further if you've got some particular problem areas in your business as long as it's within the critical client flow narrow into those areas first but save things like systems for hiring staff and onboarding and management systems and finance systems and all of those other systems just put those on ice for the moment and just focus on systemizing the way the business makes money that's very smart and you just want to make sure that you have that constant uh revenue coming through to the business um you don't want to pause for three months trying to you know systemize your onboarding and then realize oh my gosh we don't have clients coming through the door uh or retaining clients that's probably another important system to put into place um i really like that so now i just want to mention here to our listeners that you do have a free template that you're gifting to everyone which is a system for creating systems i like that and some training to go with that so if you are listening i suggest you head along to simplecreativemarketing.com forward

slash david and that will link you up to david's um template can you just share for the viewers here listeners what what they can get from that template if i touched on the secret before there's actually two secrets when it comes to documenting systems and processes one the first secret i shared was this idea of it's a two-person job the person with the knowledge and then you've got the documentary that's separate and if there was a another secret it would be that you need to develop a system for systemizing your business uh you need a system for creating systems it sounds a little bit meta but when you give something to a documentary you want to say hey here's our way of creating systems and processes and that's really what the system for creating systems is it's just a template to get you started my goal with all of our templates that we share is to get you 80 of the way there and then you come in you customize the final 20 to make sure it suits your business and then you can basically deploy that template in your business so it's yeah nice and easy just uh download and get started once again just head over to simplecreativemarketing.com forward slash david you can grab that template there there's also training video that goes along with that if you're not sick of dave's voice and you won't be you can actually go and have a listen to that as well now you also uh launched along with the book you you launched a program or a um a licensing program can you explain a bit more about your systemologists and what they do yes so you mentioned the the dream right at the start of the company is to free all business owners worldwide from the day-to-day operations we realize that i can't do that on my own and working one-on-one with clients i'm just going to very quickly tap out i used to do that type of work but now we've created a program to train up what we call systemologists we have certified systemologists who go through a program they learn the seven steps of systemology and how to apply it for businesses and business owners and they're now our consultants they're our messengers they go out and they share the word about systemology we've had our first group go through and we're starting another one in in january 2021 and the goal for us is to get to 100 certified consultants by the end of next year so that's really a big focus for us because i think if we can empower the systemologists they can then work with a larger number of business owners and then we can have the biggest impact with systemology fantastic and i'm we're gonna have to check in with you sometime next year to see how you're tracking it with the 100 i'm pretty sure you'll nail it um the book launch was just fantastic and i do need to get you back at some point to break break down the um from a marketing perspective the process and the system for for a book launch because i know a lot of our listeners are interested in doing that and we'll revisit that at another date so one sort of question before we start to wrap up here you talked about you started to mention that the process for creating effective systems and the three steps so can you just run through that for our audience here yeah so um when you're talking about the extraction like the whole systemology process is it's seven steps but if it's for the extraction component initially i could just kind of back up step number one is you want to identify what systems you want to capture we call that part of the critical client flow and there's maybe 10 to 15 systems you should start with then you want to move to step number two which is thinking where does that knowledge reside because ideally we want to get the business owner out of the equation as much as possible just think who on the team currently does this better than anyone else and we want to try and capture what they're doing don't try and make it perfect just make it best practice of whatever's currently going on in your business then we move to the extraction piece which then we talked about the two secrets we've got an extractor and we're like the knowledgeable worker and then we have some sort of extractor or documenter then the other piece is to use the system for creating systems and you start going through that process and then the step after that is then you need to start to think about where that knowledge is stored and you think about how that works alongside your project management platform because it's one thing to have things documented it's another to then actually get your team to follow it so you've got to make sure the point at which a task is assigned there is also a link to a system or a process which then explains how it's done because that then it sets out the expectation and then when we kind of move through some of the later stages of systemology it is about getting buy-in that's step number five and then step number six is looking for scale that's when we start to think about what are all of the other important systems needed for scaling a business things around recruitment and onboarding in the management systems and then finally we think about optimizing that's the final stage my biggest suggestion is anything that gets in the way of you getting this started is something that you just want to try and eradicate so i just say leave optimization till the end let's just capture what you're doing figure out your best practice get everybody doing that and then further down the line you can circle back around to try and improve what you've got but tremendous wins can be had just by getting everybody up to a particular standard yeah and just having like to add on to what you just said that dave just having a repository that people can reference within your team um and say okay what is that process for lead generation what is that process for you know booking clients and sales and whatever it is um you know to have a place to reference uh now i'm to add on to this there's a question here from cheryl that uh relates to the to what we're talking about let me just bring that up on the screen here okay so cheryl's asking what are the pros and cons of using a software uh like system hub versus using just g suite or something else like that yeah so i mean you can head to systemhub.com scroll right down to the bottom and there's literally a system hub vs google suite video but i mean the short version of it is the the whole idea to get complete buying from the team is it needs to be incredibly easy now if you use something like google sites google sites is for creating websites and typically speaking when you're creating websites you go to a web developer because there's a little bit of a learning curve to get your head around google sites so definitely the worst of the bunch is google sites because it's not designed for the purpose of building out wikis it'll rely on one or two team members to keep it updated which means it's not a full team endeavor which then means that very rarely does it get updated and what we're actually trying to do here is build up a system's culture now if we were to drill into g suite which is a little bit different that might be something like google docs that's another way to potentially build out your systems the risk is that it ends up being an unorganized google drive folder where you've got all of these systems that sometimes don't follow the same structure and you're not able to easily embed different type of media have email templates you also have restrictions around what people can and can't see the ideal scenario is to assign a team member to a role so you might say oh this team member is a marketing person and they only see the systems related to their role they don't need to see the hr systems and it gets really quite clunky while you can control some level of permissions inside something like uh you know g suite or using google docs you're gonna have to be assigning those permissions one at a time you can't do it through roles like there's a range of things the best thing to do really head to systemhub.com scroll down the bottom and there's two links one that compares it to google sites and another one that compares it to g suite or google docs okay great tip there i agree it's uh having a so for us we've been using um web ninjas we're using a tool called process suite um which is the shift from going from a whole bunch of google docs and folders and things like this in g suite across to a tour like that um this was before i knew about system hub so don't blame me dave wasn't my decision um yeah we just night and day like we you know there's an approval process that the tool allows us to have you know when an sop is created we send that there are managers who are who listed users that listed as managers so they have approval rights so when we have a team member who is documenting the process they submit that as a draft for review we have a manager who gets an alert and they go in and they they you know authorize it we can tag things we can put it in procedures there's a whole bunch of things you can do and i know system hub can do that as well so definitely a clear benefit and recommend yeah and it doesn't really matter what platform you use as long as you take away from this call the big takeaway is to have something in place because google like g suite or google sites they're not built for what we're talking about they've not been designed to house standard operating procedures and systems and processes so they do it really really poorly whereas something like a system hub that's what it's been designed to do so it does it really well 100 okay so we're going to wrap up i want to just remind everyone go and grab that free template um if you're at that stage where okay you're ready to systemize or you already have some systems in place and you want to sort of optimize that uh the system for creating systems uh that is so matter my head's going that's crazy but i love it um simplecreditmarketing.com for slash david that will send you to david's site you can grab his template and the training and definitely go check out the book i've got my copy uh read through that you'll get the seven steps in detail um and then on amazon if you like audible you can listen to the audio there's plenty of ways yeah is that your voice i remember you did the recording didn't you i did how was that for you uh long but i get such good feedback from it i'm i'm the same whenever i listen to a book that's read by the author i just enjoy it infinitely more than if it's just some voice over talent yeah yeah be funny from someone else so okay grab the book audio whatever version you want uh and then if you are interested in the uh becoming a systemologist uh where's the best place for people to check that out yeah if you just head over to systemology.com go into the services page there's plenty of different ways that we can either help you or point you in the right direction answer some questions my link to my socials and things like that everything is over at systemology.com

beautiful all right so final question for you dave what does authentic influence mean to you authentic influence is about making sure that you you position yourself well in advance of having the discussion with someone like i think the most authentic powerful influence happens when you kind of lay all of that ground work and when you start chatting with someone because all of that's already baked in and then they get that genuine feeling that you're here to help them like a trusted advisor it makes it infinitely easier for them to work with you because they know that you're there with their best interests at heart so it's definitely something that i think everybody should work towards and i'm going to recommend two resources that kind of support what they're saying here one is dave's first book which is called authority content uh the simple system for building your brand sales and credibility uh that's actually how i found out about you uh years ago and then the second thing is dave has also has a podcast called business processes simplified so you can grab that check that out on itunes spotify or stitcher or any of your good podcast apps and dave thank you so much mate for joining me today and uh yeah definitely keep you in touch and bring you back at another time yeah fantastic thanks for the opportunity anthony okay

2020-12-31 00:18

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