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Blog Ramblings

Documenting Business Processes

Laura Lorenz
Laura Lorenz on March 8, 2018

I've been working on a sales playbook for Leading Results, and it made me reflect on the progress we've made in documenting our processes and growing our business.

At the start, it was just Dan and me. We had a vision and a plan that kept evolving as we understood our ideal clients’ challenges in generating leads. Being fans of Michael Gerber’s The eMyth (a must-read for business owners), we knew we needed to start documenting what we were doing and how we were doing it. That way, we could hire new people and they could hit the ground running. We put together a checklist to ensure consistent service to our clients.

Checklist-Photo-150x150Fast forward a few years, and we have a small team of employees, so we went to work documenting the behaviors we expect at each step in the life of a client. We call this document “This is how we do it.” It includes how we sell, how we set up, how we service, how we end, and how we work as a team. We’re moving to a more organized, consistent way of doing business, which is great for our employees because they understand what we expect. We also put together a customer-facing edition of the document to share with our ideal clients, and now we’re growing in a much more organized fashion (although that’s not to say problem-free; no business is ever problem-free!)

 A few years ago, I went to partner day at HubSpot and sat in on a wonderful breakout session in which the speaker discussed the challenges of growing a first-class agency without burning out. She recommended Gino Wickman’s Traction (another must-read for business owners), and I read it and went straight to our management team with it – and now we use it as a basis to continue to transform Leading Results into the best marketing agency in Charlotte. Traction offers you a template to get control of your business; I recommend it because it insists that you document all your tasks to make everything run smoothly. We began by documenting our everyday tasks and storing them so each employee would have access to the processes.

playbook, processses, sports movesOf course, processes need to be revisited on a regular basis so they can improve and become more streamlined. Start with the basics and refine until you have your secret sauce documented for your employees. It's freeing to know that whatever happens, your clients will get the best service no matter which of your employees they work with. It allows you, as a business owner, to focus more on working ON your business instead of IN it.

Why do I write about this? Because during the nine years we’ve been in business, we’ve seen that most of our clients’ challenges stem from not having consistent systems and processes. Documenting the internal workings of your company for everyone to read (employees and customers) gives you confidence that your clients will become raving fans!

If you would like to discuss this further, shoot me an email or give me a call.

Schedule a Consultation with Laura Lorenz

Tags: processes