How Marketing and Hiring Work Together
My mission in 2021 is to help as many business owners get their pet sitting clients back after COVID and multiply them to consistent five-figure months. I will be coming here to share some tips, tricks, strategies, mindset stuff because 2020 was a rough year. I want to give back, which is how I’m going to go ahead and do it.
Yesterday, we had an excellent question in the group from Jen Smith. Jen said asked, “Age-old question, do you hire or contract first, or get the new pet sitting clients first? Due to COVID-19, I’m personally working extra jobs by necessity, my kids and bills don’t pay for themselves… what do you do?”
Evaluate where you are in the business.
If right now you were at the Build-up Bill or Build-up Betty stage, the Launch and Grow stage, your focus needs to be on marketing and getting clients.
If you’ve lost a ton of pet sitting clients due to the COVID-19 pandemic, you want to get the marketing back up and focus on filling your client book, and then you want to switch the focus over to the hiring.
Now, when you’re at the Multiply stage, which is there are no more hours to trade for dollars, you are the bottleneck in your business, you’re the one that’s doing everything, you want always to be focused now on hiring and marketing at the same time. They work hand-in-hand.
If you don’t have pet sitting clients and marketing systems in place, don’t focus on hiring all the time.
You need to get to a certain point. You need to get all of these marketing systems and sales systems in place to have the work to give over to your sitters.
You need to have your sales, systems, and support in place.
Refer back to the video at the top of this blog post. You will find there my Multiply Formula. That’s my framework. I teach my students how to multiply their businesses to $10,000 or more a month in revenue.
When you do that, you will have more money, impact, and freedom in your life, but you need to have the three main components all working together. You need to have your sales, systems, and your support. Support is not only a team of pet sitters, but also your admin support and tech support.
Have your marketing plan on autopilot.
With your sales systems, you need to have your marketing plan on autopilot, so every week, you have it mapped out, your marketing plan on your marketing calendar, and how you will attract new clients to your business. You always want a pipeline of new clients signing up for your service. You want it systematized, and you want it scheduled, and you want it planned out.
Then you want to wow your customers when they come to your business, really knock their socks off to show them that you are the most outstanding company that they’re going to write great testimonials for and refer you all over town.
Nurture the pet sitting clients already in your client list.
Let them know how much you love and appreciate them and incentivizing them to book service more frequently, and increasing their transaction amount for each invoice by offering different, amazing add-ons and such.
When you have your sales system going, and it’s on autopilot, you go on your networking meetings, meet with your strategic alliances, have your email campaigns going, and have your direct mail campaigns going, etc. You have all of the plans and mapped out; there’s always going to be business coming, there’s always going to be bookings.
Have your recruiting, assessment and onboarding systems in place.
Then you’re also going to have to have the sitters that will be able to handle all of the business. You need to have your recruiting systems in place and attract high-level talent to your business.
You want to have your assessment systems in place. A way to assess these people coming into the pipeline that you’re recruiting, how they will be as sitters once they get started, and then a fantastic onboarding system, which also the assessment kind of goes into the onboarding.
It doesn’t stop after the assessment, but having these unique onboarding systems in place so that by the time they are finished, your sitters are going to go out into the field and do a fantastic job.
You need to define and document your systems and build business hubs to delegate easily.
The idea is the system runs the business, and the person runs the system. You should not be the system in your business.
That’s the problem with most entrepreneurs and pet sitters. They are the system. Their business is in their head. If anything were to happen to them, the business and systems would disappear. You need all three of these pieces working in conjunction for you to be able to consistently create five-figure months, $10,000 or more a month.
Getting back to Jen’s question, you need to build up the client list. When you get to that point where there are no more hours to trade for dollars, we need to focus on the Multiply Framework, which is where your sales system and your support systems will work hand in hand. You have to do the sales part to hire the sitters. You don’t want to bring on many sitters and then not have the work for them.
Manage new pet sitter expectations.
Let them know this is not an overnight thing. This is a slow process. We’re going to bring you on. We’re going to see how you do. We’re going to do this very slowly. We’re going to get feedback from customers, but we will build your book of business within eight to 12 weeks. That is the expectation.
Then also makes you put skin in the game. If you bring these people onto your roster, you need to do your job as the marketer and CEO, as the person that’s meant to get clients for this business to fill your sitters’ schedules.
I used to have all these same concerns. I was like, “Oh, when do I hire? I don’t want to have people sitting on the list.”
When you do all of this, you do not have to worry about it. It all works beautifully together. Market your business consistently, hire consistently, build out your systems, which is my answer to Jen’s question.
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