Yep this is a big claim and I threw the big n-word in there… NEEDs.
Here’s why… Need is a strong word and I’d like to add an * to it.
That asterisk (*) is a caveat.
The caveat is this: Coaches need to add these automations if and only if they value customer experience and relationships.
When automation is applied to a business with the intention on creating a positive customer experience and deepening the relationship, it helps a business grow and stay consistent.
However, when automation is used in the way the “Bro Marketers” like to use it, it focuses HEAVILY on what they want and not on what’s best for the client. I know. I’ve learned 98% of the tactics and strategies and always feel icky. I feel icky because as a HEART-centered entrepreneur “bro marketing” tactics put my EGOic needs first. That’s not how I like to operate. And, that’s probably not how you like to operate either.
In saying that let’s get going.
Automation (aka Business Process Automation) by definition means:
“Business Process Automation (BPA) is a process of managing information, data and processes to reduce costs, resources and investment. BPA increases productivity by automating key business processes through computing technology. The BPA process is geared toward implementing software applications to automate routine business tasks through initiation, execution and completion, while achieving enterprise-wide workflow efficiency.” – Techopedia
So, as you can see, automation in itself is neutral. Much like money. How you use it is determined by you and what you value.
And I believe that in the hands of introverted women entrepreneurs, automation can be highly powerful and even ASSIST in the transformation process.
So the 5 automated business processes that coaches should have are:
E-mail opt-in & Welcome Sequence
Digital Appointment Scheduling
New Content Release e-mail
On-boarding of new clients
Digitial product delivery + follow up
Now there are a few automations not listed here that I also think are very important and may go into detail about them in a later article. The underlying connection in all of these automations is e-mail. E-mail is an amazing way to stay in contact with your (potential) clients and it’s not always about hot and heavy “buy my thing” sales.
But you might be wondering why those 5? Well it’s because these 5 are the crux of your relationship with your customers and clients. These automations greatly affect the relationship and customer experience because they help you DELIVER what you promised. They help you KEEP your word and keeping your word allows you to become trusted.
Side note: I asked in a FB group a little while back “has anyone ever felt like they fell through the cracks in someone’s business?” and the answers were “Yes”. What was heart breaking was they said it was AFTER they purchased something! Say what?! That’s a “Oh hell naw!” in my book.
Anyway these 5 automated business processes help you build a solid relationship with your people. And solid relationships are what build influence and trust. These automations also save you time and brain space! Imagine getting things done in a 1/4th of the time? You’ll actually have the freedom based business you wanted in the first place without neglecting your community. win win!!
1st Automated Business Process: E-mail opt-in & welcome sequence
This is when you deliver the freebie you promised and on-board them into your community. Usually you want this to start as soon as possible. The best way to execute this is to give them access to what they signed up for and welcomethem over a series of days/weeks for the first 30 days or so. Then move them to your regular scheduled emails. You are doing this so can build a solid foundation for the relationship.
2nd Automated Business Process: Digital Appointment Scheduling
Ever tried to meet someone for a chat online? It was terible right? Had to go back and forth via email and nothing was working and finally by the time you set a time you forgot what it was you were meeting them for? Yes… I’ve been there! It’s a total hassle. The best thing since sliced bread in the digital world is an online digital calendar where you can see your availability and allow someone else to schedule a time for then they are available at the same time. Genius right? You don’t have to chase them and the appointment type is set so you remember what you are meeting about. win-win.
Some digital calendars are quite robust and some are pretty basic. Acuity is the one I use and it’s like the goldilocks porridge: just right!
3rd Automated Process: New content released email
This is all about making sure your content gets out there in front of your audience in a consistent manner. I personally recommend all content creaters to have this type of email set up. It automatically checks for updates in RSS feed of your blog/podcast and then sends an email notification out to your list. So they are always in the loop. You of course want to schedule posts for social media but this is an easy way to make sure your blog is getting out there to the people who said they wanted to hear from you! You can set it so that it simply links to the content or it actually includes all of the content in the email. If you are training the people on your list to click through to things then I’d simply make it link to the content.
4th Automated Process: On-boarding new clients
This process is crucial if you want to make sure that buyers’ remorse stays at bay or never shows up to begin with. People need reassurance when they make big financial and/or time commitments. Your proactivity is rewarded here. Make sure there are emails that go out to congratulate them on taking a big step and tells them what to expect and what to do next. Also make sure it’s pretty easy. Make sure to be explicit in details.
5th Automated Process: Digital product delivery + follow up
This process is crucial especially if you have moving pieces and or people can fall off and not make progress. The follow up is really important here. You want to make sure that people get the access they paid for immediately if possible. You also want to keep them informed of moving pieces like calls well in advance. One of the things I see people do is rely on Facebook to notifiy their clients of things. This creates a major problem. A lot of people aren’t using FB and FB has an algorithm and it might not notify your people.
E-mail is the best way to notifiy people of what’s going on and even changes when they occur even at the last minute. Also if your product has a potential for people to fall off and not complete it, it can be beneficial to add in e-mail check points that follow up with them and their progress. There are some really awesome course softwares that add tags to people as they go through your course so you know where they get stuck. This helps you be a better teacher and coach. Win-Win!
Alright so those are the 5 automations a coach should have in ther business if she cares about customer experience, results, and growth.
Let’s recap. Those 5 automated business processes were:
E-mail opt-in and welcome sequence
Digital appointment scheduling
New content release emails
On-boarding process for new clients
Digital product delivery & follow up
A bonus business process automation I think all online coaches should have in their business is potential client nurturing also known as lead nurturing email sequences. These are good for the in between times and it keeps you top of mind. You can create a series of emails and have them in place. All leads go through it and it warms them up and gets them engaging with your brand. They may even purchase things while you aren’t looking (or in your sleep!) How cool is that?
These business automations are meant to help you create a consistent experience with your brand AND help you save time, energy, and money. In most cases automated business processes help you make more money with less labor. It’s not just about making money in your sleep, though that too is possible. It’s about reducing unnecessary effort and increasing efficiency!
