Stop Prioritizing the Process. Prioritize the Result.
Full transparency, this is a huge pet peeve of mine.
Agencies will constantly focus on the process and keep honing every detail to figure out how to be more efficient.
This sounds fine, right? Why would I be against this?
I’m not against the use of processes.
I’m against prioritizing them before you’ve gotten a great result.
So many agencies I talk to are worried about documenting everything they’re doing when they haven’t gotten a result for a client yet.
Here’s why it’s a problem:
1. You’re not applying attention appropriately.
You’re spending too much time trying to create a system before you have something to build a system for.
Efficiency is important, but prioritizing it over effectiveness is foolish.
If you can get twice the result for a client, then you can charge more. If you can charge more for a bigger result, it means you don’t need to worry about efficiency because you’re already making more in the same amount of time.
Efficiency becomes the secondary lever to move.
It’s still important to address, but only after we can get that massive result that people are already opening their wallets.
We’re prioritizing revenue so we can then optimize for profit.
2. You’re going to replicate mediocrity.
At the same time, if you haven’t already gotten that massive result, but you’ve built a system, you’re only going to produce more of what you’re getting now.
This is a quick way to lose revenue in the long run because you’re going to lose all of your clients. They’re going to find someone who can deliver bigger results.
They don’t care about your profit margin. They care about their result.
So, when you focus all your attention on your profit, you take it off the client, and then the client leaves dissatisfied.
Don’t replicate mediocrity. Replicate excellence.
Again, don’t get me wrong. Processes are important.
The issue is that agencies are building processes before they should be.
Maybe it’s because they’re worried their team can’t deliver.
Maybe it’s because working on processes makes it feel like you’re doing something productive.
Whatever the reason, you should be focused on getting great results for your clients first. Then build out the processes.
This will save you headaches later, I promise.
And if you want help with creating offers that deliver great results, schedule some time with us.
We’ll even give you the process templates so after you achieve more for your clients, you can document it quickly.