This will be an informational interview only and your feedback will be anonymous.  It is all in an effort to find out what real women business owners are thinking and not just what they say in the public eye. 

I don't want to build a better mousetrap for you.  I want to get rid of the mice.

A system is nothing more than a recipe.  You decide what you want to prepare and follow instructions to get a predictable (and delicious!) result.  Too many times I've talked to clients about setting up systems in their business - everything from answering email to providing a service - and they resist it. 

• "I'm the only one who can do that."  Do you have a business or do you have a job?  If you have a business, you must be able to teach others or you will always have a job.  A very expensive, time-consuming job.
• "My business is too small for systems."  How will you grow if you always plan to do everything yourself?
• "It takes too long to document what I do."  How much longer will it take you to train an employee without documentation?  Or try different methods to improve service or save money?  If you can't track it, you simply won't know.

Since hearing Michael Gerber speak about systems a few days ago, I've been trying to figure out a better way to introduce the idea of systems to my clients. 

World's Best MomI'm visiting my parents this week in New Mexico, and that always involves a batch of Mom's famous chocolate-chip cookies.  As she started making them, I had a brainstorm.  Her cookie recipe is a system, perfected over time, that always turns out delicious, perfectly baked cookies. 

1. 
   The basic recipeShe starts with a proven recipe for a successful cookie, the basic Nestle Tollhouse recipe.
2. Through trial and error, she has determined that butter-flavored Crisco is a better option than butter because it leaves the cookie with a better consistency.  So she altered the original recipe based on her results.
3. My dad loves pecans, and my parents are quite famous locally for their abundant pecan trees.  Mom doesn't have to worry about the price of pecans at the grocery store since she
   Modifying the recipe to improve itgets hundreds of pounds every year, so she generously adds pecans to the recipe.  Another change to the recipe to satisfy her "customers."
4. To keep her cookies from sticking to the pan and to make reloading the pan easier between batches, she uses parchment paper.  This is also a change from the original recipe that makes cleanup much easier.
5. Time has shown that in her oven and at her altitude, the cookies bake perfectly at 11 minutes per batch.  She knows how long it should take.  When the timer goes off, they are perfect.
   Production to Storage
6. She cools the cookies on an elevated cooling rack so the bottom of the cookies are firm.  This keeps them from sticking to each other and getting mushy.  She is just as concerned with storage as she is with production.
7. If she can keep Dad away long enough, they cool and are then placed on a plate to enjoy with a glass of milk.  She knows how to deliver her product for maximum impact.

That's it.  Perfect success every single time.  A system is really no more complicated than a chocolate-chip cookie recipe. 

You can cook up your own recipes for almost every task in your business:

• Marketing
• Lead conversion
• Customer fulfillment
• Lead generation
• Production
• Accounts receivable/payable

If a system is no more than a recipe, than an operations manual is no more than a cookbook.  You can literally start with a recipe box.  Jot your notes down on a recipe card as you perform the necessary tasks to your business.  Evaluate what you are doing, what should stay in the system and what should change, and then make it so. 

As you write your business "cookbook" you will be amazed at what you know and how much more focused your business will become.

Now get that apron on and start cooking!

"This recipe is certainly silly.  It says to separate the eggs, but it doesn't say how far to separate them."

~ Gracie Allen

Small business marketing expert Sheila Stewart of Empower Marketing spoke at the 2008 eWomen Conference in Dallas.  I immediately liked her practical, engaging style, and I'll be writing about her marketing toolkit and upcoming book in the near future.

Sheila outlined 7 pieces of "head trash" we all need to conquer to grow our businesses.

1. But it's lonely at the top.  So reach out and develop a network of people you can trust.  Vent, brainstorm, and help your network as a way to keep from hitting the wall (or, as she says, your "crap out date").  Journal several times a week.  Once you write it down, it won't seem nearly as overwhelming as it does on the looping reel in your head.
2. But I don't have enough time.  Systems create the time you need.  Spend the time developing systems for every part of your business, and you wil have time to grow it. 
3. But I don't have enough money.  If you don't know what makes you special you will be pulled in many different directions trying to grow your business.  Know what makes you different and create a strong hub of marketing around that idea.  Don't try to strategize with one-off marketing ideas - you will waste money and time and see very little benefit. 
4. But I'm too small.  There are 10.5 million women-owned businesses in the US and only 248,000 generate more than $1 million in revenue.  Sheila told the story of Estee Lauder and how she got creative with every opportunity.  When given a small section of counter in the makeup department for one day, she did a radio spot about having the latest cosmetics from London and did stellar business.  The department store could not deny her appeal and placed an order.  Make every opportunity count, be creative, and have a little chutzpah.
5. But it's tough.  You know what?  It's tough for everyone.  Figuring out systems for your business will allow you to work ON it instead of IN it.  This is why McDonald's is so successful.  They can easily expand because they have a system for everything. 
6. But I can't say no.  If you are overextended, learn to negotiate.  If you let your tank get to empty, you won't be able to maintain or grow your business.  Instead of automatically saying no (or piling on another yes), think of ways you can still help the other person and get help from them in return.  You may still have to say no, but this little tip may create a big win for you someday and keep your relationships from being a one-way street.  ("Sure, I can help at the event next Thursday if you write a guest post for my blog that week.")
7. But it's not fun anymore.  Do you know your fun quotient?  Pick a number between 1-10 - how much fun do you want to have in a day?  And how are you going to track it?  Just like anything, you have to plan to be successful and make sure you have enough fun in your life.  Pay attention to this and you'll keep the fun in your life.

Sheila is currently touring with one of my favorites, Michael Gerber (The E-Myth Revisited), and later this year she will be speaking in Seattle.  I'll keep you posted on dates.

Now go take out the trash.

"Trust yourself.  You know more than you think you do."

~ Benjamin Spock

Are you getting my twice-monthly audio newsletter/e-zine?  If not, you are missing out on some timely tips to streamline and promote your business.

The last e-zine talked about a free subscription service of queries from journalists.  Just this morning I heard from a listener that she signed up, responded to a query she knew something about, and the reporter has scheduled an interview with her tomorrow.  She will get some great PR for her business for less than 30 minutes of work and zero outlay of dollars.  She is thrilled and I am, too!

The previous e-zine described the new audio technology I'm using for the newsletters and my website.  It inspired one listener to do the same thing after putting off starting her newsletter for so long.  For a small monthly fee and a minor effort on her part, she can now stay in touch with her growing list of subscribers.  Another listener will be using it for testimonials on her site - powerful!

Are you taking advantage of all the great info I give out for *free* every month?  Check out the latest one underneath the signup box in the sidebar of my website.  Better yet, just sign up and it will show up in your inbox every couple of weeks.  You'll even get a download of my free report on Blogging from Start to Finish.

Can you hear me now? 

Are you prepared to make 5 to 20 contacts with a potential customer before she decides to do business with you?  I hope so, because statistics show that 80% of customers wait that long to make a buying decision.

You can make those contacts in a variety of ways, but if you count on occasional in-person contacts to do the trick you may be waiting years to make a sale.  And eating a lot of Ramen noodles.  

So, how can you increase the number of contacts with a potential client without getting too sales-y or spending too much time or money per lead?   

Remember, you can't duplicate yourself so you have to duplicate your effectiveness.

First things first:  Get a plan.

Mix it up.  Put together a program of calls, emails, blogs, ezines, face-to-face contact, and good old-fashioned cards and notes.  It doesn't matter how you put it together as long as it makes sense to you and your business.  You can easily set these up as drip campaigns or calendar reminders with a minimum of effort - if you have a plan.

Here is a sample followup plan for a warm lead met at a networking event:

• Put your lead in a system with all the details you can remember - use index cards, CRM program, spreadsheet, whatever - you can't keep track of them if you don't log them, and if you think you will remember everyone you meet you are not meeting enough people
  
• Send a "nice to meet you" card and reiterate what THEY are looking for and how you will keep that in mind for them
• Set up a Google alert on them and their company so you can be first to know when news happens about them - and contact them with congratulations
  
• Follow up a week or two after initial contact with an email or call with an article, introduction, or bit of info relating to their needs.  Ask them to sign up for your ezine.
  
• Check in a week or two later to see how that bit of information is working for them
• Send them an article from your blog or website that pertains to the service they are most likely to be interested in
• Set up a reminder of the people you want to follow up with at your next networking event and put it on your calendar.  Review the details the day before so you will be prepared to meet them again.

Lather, rinse, repeat for every warm lead (the more times you do it, the more you get out of your system).

See how these are all "giving" activities instead of "selling" activities?  Giving increases your good karma, your value to other people, and your reputation as a center of influence.  Besides making you feel good, it will also come back to you in business growth. 

If you don't have a system you will not be able to reliably predict how many customers you will have in the next month, quarter or year, and if you can't predict that you will never predict your income.  And when you can't do that, your business has no reliable means (or reason) to invest in growth.

Homework:  Send a card, make a call, email an interesting article.  Let them know you care before they do business with you.