Do I Have to Deliver It?

Mike Killen: Hey, there. And welcome back to video two, “Do I have to deliver it?” We’re going to be talking about delivering results to your customers in this video. So do I have to deliver it? In this video, we’re going to explore how other people and other systems can deliver the results that you get to customers. And this is kind of a key phrase that you need to understand is, if you can find someone else that delivers as good or even 80% of the results, not the process or the method or the delivery, but the results that you can get your customers, if you can find someone else or something else to deliver that, that’s an incredibly important part to scaling your business. Typically work equals income, right? The more we work the more income we generate.

However, there’s an absolutely no correlation to how hard you work. You can be the hardest working person in the, in the entire world, but it doesn’t necessarily correlate to the income that you generate. If you’re the only person who delivers results, if you’re the only results driver, that means that you don’t make money if you stop working. Inside your business, and your brand, and your business name, if you are the only person that delivers results to your customers, if, if working with you is the only way they can get results, you don’t get paid and you don’t generate income when you don’t work. We need to find another way for someone to be able to deliver those results. So do I have to deliver it?

What we’re going to be covering in this video is that results does not equal delivery. Huge, huge, huge misconception that a lot of consultants, and entrepreneurs, and, uh, micro businesses struggle with. We’re also going to look a little bit at automation and recording, which is kind of a big breakthrough for me. Support requests and answering questions, which is a huge part of the process. And we’re going to look at a few product examples as well so that you have some actual tangible ideas on how you can take your consultancy or single person business to another scalable level. So results do not equal delivery. This is our chef friend here, and I want to give you an example. Let’s say that you’re a chef, and you work in a restaurant, and you create great food, okay. You create some of the best food, uh, in your town, and you have customers come to you and they say, “Look man, I’d really love it if you could teach me how to cook this same meal at home.”

And because you are, you know, you want to help people, and you think this is a fantastic opportunity, you agree and you say, “Absolutely.” And I tell you what, that’s only one customer that’s asked you, and they . . . and you say to them, “Why don’t we go and meet at the store and I’m going to teach you how to choose the right kind of produce, we’re going to, uh, buy the right kind of tools, and the right knives, and I’m going to show you around.” And you spend one-on-one time with that customer. You’re the chef, you’re the expert and they say, “Yeah, that’s fantastic,” you are great, it’s a 125 bucks an hour or whatever it is to go around and walk around with that, that, that customer.

Then you say, “Let’s go back to your place, and I’m going to teach you how to cook it.” You’re going to show them the recipe, you’re going to help them go through it, and the . . . and by the end, the result is that they’re able to choose a better produce, choose the right tools, and create the right meal, okay? That’s the result. The end result is they’re able to create a better meal, a tasty meal, something that they couldn’t have created before. Now what happens if 10 people approach you, they say, “This is brilliant, we’ve heard this guy is really, really good. We’ve heard this guy’s a fantastic chef,” right? And you’re going to go, “Okay. Well, I can’t really meet all of you at the store, and then teach all of you how to do it. So what I’m going to do is I’m going to record one person doing it, and I’m going to give you the video, and then what we’re going to do, is we’re going to meet up in my larger kitchen, and we’re going to cook it together.”

You’re still getting the same results, but part of the delivery method has changed, part of the delivery method was recorded, but they got the exact same results. Now, what happens if a hundred thousand people want to do it? As a chef, are you going to sit there recording one new person every single time? No, you can create a book or a course, or a series of worksheets, you could create blog content. There’s an enormous amount of recorded content from following one process that you could go through and deliver to multiple people. And let’s say that some of those people say that they’ve got a budget of a $1000, then great. They might be able to go on a full course with you where you have cameras and lighting systems, but you essentially go through that exact same process of starting at the store with the produce, choosing the right tool and ingredients, learning how to cook it, so you can go through that process.

But then if other people have only got $19 or $9 to be able to spend, what you’re able to do is say, “Okay, well you can buy the book, or you can buy the download, or you can read some of our blog content.” But you take people on that same journey. Automation has been a huge part of the ability to scale and grow. I believe in the last five years, we’ve never had the ability to scale and grow our businesses from being one person that we’ve ever seen before. It’s absolutely incredible what we can do now. For example, customer purchases can be taken through PayPal or Stripe. They take care of everything. Yes, they take a fee, but that small cut allows us to charge an unlimited number of people. You could literally have unlimited billions of people clicking the buy now button and buying your products and services and Stripe and PayPal taking those payments rather than having to manually issue those invoices or manually take those credit card payments.

We can also look at autoresponders, like ActiveCampaign, or MailChimp, or Infusionsoft to notify the vendor, us or Amazon, or the, the store, or the ecommerce system, or whatever system you’ve got set up, after the payment has been taken to notify the vendor. So we say, “Okay, the payment’s been taken.” And then any one of these autoresponder systems gets a notification and can send a notification through to the vendor or even send a notification, notification through to you, or they could send a notification through to the customer, again, entirely an automation. The vendor maybe displays a page with a video recording, and a worksheet download, so after they’ve bought, you physically don’t have to, you know, check the payment and go, “Okay, this person has bought this product, or this course, or this book, I’m going to write up the process and send it over to them.” Your autoresponder and your vendor, or your website, your ecommerce, or your funnel system can take care of all of that.

And then a second notification could be sent to a coach for example, who has a script, so not you, you’ve told a coach, and you say, that every time someone buys this product, you’re going to send a notification to this coach. The coach could follow up with that customer and you say, “Well, because I’ve delivered you a lead, you give me 20% of the price, and you offer the customer another paid coaching session,” completely on automation. If you would . . . able to tell someone that you can help deliver a result, and you say to them, “I can help you . . .” and you finish that sentence. I can help you build a better website. I can help you develop your first Android app. Or I can help you run a profitable business. I can help you lose weight, whatever it might be, you can go through an entire automation process, deliver multiple results to the customer without you having to be a part of any of it.

I think support requests are probably one of my favorite things to automate, how many of the same questions do you have to answer from customers? I know that I get probably the same nine or 10 questions every single day through multiple channels, through my email, through my private Facebook group, through Twitter, through my coaching calls, through meeting people at networking events. I get the same few questions over, and over, and over. So for me to be able to record those answers and send them to people as a frequently asked question section, I am now able to massively reduce the amount of time that I have to spend talking to people individually. Now don’t get me wrong, I enjoy having the conversations, but a lot of the support related questions and support based questions for things like our products, and our support, and our software, I’m able to now send to people without having to manually do it purely through automation.

So let’s have a look at a few products examples. First of all, start with a script. There’s no reason why you can’t train someone the same process that you’ve gone through. Let’s say . . . let’s take our chef for example, if he says, “Look, I physically can’t do it, but what I want you to do is take this checklist, teach someone the right way to choose the right kind of tomatoes, the right kind of meat, the right kind of pasta, the right kind of herbs, and they also need, this knife, this grater, or this chopping board, okay?” If you’re able to teach them that and then say, “Go away, here’s the script, here’s the process that you’re going to go through.” The process that you deliver to your customers is also a process that hide stuff and outsource stuff can use to teach your customers. There’s also books and courses.

Some of my favorite scalable products in the world courses like this is me talking through with slides, talking to the camera, editing it together, teaching you. If I was to do this one on one, you’d basically get the exact same information, but I’m able to deliver it at a much larger scale to unlimited numbers of people. And also software, there’s a huge drive now and a lot of you watching this will be developers and programmers, there’s no reason why you can’t take the service or the results that you’re delivering to your customers and turn it into software. That’s what we’ve done in the past, we build a lot of marketing funnels, and marketing systems. We do a lot of copyrighting. I took a lot of the templates that I developed, and I turned that into a piece of software which we now sell to our customers. So I look at the result and think how else can I get this into the hands of other people.

With other people, with automation, by recording it with, uh, with pieces of software, there’s multiple vehicles I can take. One of the biggest objections that I hear is people say that they can’t trust anyone else to deliver this. Any time you’ve hired staff or outsourced to other people, if you’ve got problems with it, it’s usually because of ill-defined roles and processes. The reason that our margins for error are so low . . . so you’re servicing at my business is because we have such strict and rigorous processes for all of our hires. They essentially have a series of documentation that allows them to go through and perform their job to the highest possible level without having to come to me about questions and without having to make guesswork. The more defined your processes are and that’s why recording even with your cellphone, and cameras, and screen recording, you can get someone to follow your process exactly.

And if you can get staff to follow your process exactly, and if they do 80% of the job that you do, you’re knocking out the park. That’s a fantastic result. If you don’t do this, you’ll never grow past what people will pay for your time. And the problem is that can fluctuate. One minute you could be extremely popular, and have a premium demand on your time, and other times no one’s going to want to work with you because it’s not considered valuable. You’ll never grow past what people are willing to pay for your time. The maximum that people are willing to pay per hour or per day is the limit, unless you’re willing to record, and reach out to a large audience via having other people deliver it, so having automation deliver, or having staff deliver it.

Your action for this video is to think of vehicles that can deliver the results that you provide to the customer. So think about the kind of results that you get to the customer, articulate that and say, “Well in the future, my customers are able to . . . ” or “My customers are able to have . . . ” or “My customers are able to feel . . . ” or “They’re able to become . . . ” Think about the future that you deliver to your customer, the results that you deliver to your customer, and then think about the, the vehicles that you could use to deliver those same results to a customer. So do I have to deliver it? As we’ve discussed, results do not equal delivery. Where there’s an enormous amount of tools available to us that we can use for automation, for recording, we can record a process, deliver it to our customers without having to worry about, you know, uh, stand . . . you know, deviation from the process.

Support requests and answering questions is a fantastic place to start when it comes with brand new customers, and on boarding them, and making sure they go through the right process, recording all of that and delivering it to them. And we went over a few product examples, talking about our chef with books, and courses, and software. Thanks very much for watching guys, I will see you on the next video where we’re going to talk about “Can you handle one thousand orders tomorrow?”