- The importance of a clear job description,
we've talked about this, it's essential
that job descriptions are not build around
the particular skills that a current team member has.
In fact, people come and go.
Do people come and go, yes?
The people come and go, the exact opposite is needed.
The people need to fit the job description;
the job description should not be designed
to fit the people.
That's the problem with hiring family and friends
'cause you try to have the person, oh maybe
my sister could do this, and let me just
have her something to do.
Or let me modify the job description till it fits,
you know what, my sister, she's got two kids,
she doesn't work on, wanna work on these days.
Okay fine, I don't, let me design a position
so I don't have to work, she doesn't have to work
those days and I'll hire another part time person
just to cover her.
Don't do it that way.
- [Announcer] The King of High-Ticket Sales.
World's Highest-Paid Consultant.
Media Celebrity.
Multi-Millionaire Entrepreneur.
Acclaimed TEDx Speaker.
International Best-Selling Author.
Dan Lok.
- The people need to fit the job description.
This is the function that I need in order
for my business to grow let me find
the perfect candidate for that.
And sometimes a competent person as you put them in here
you might find out they have different talents,
they could take on more responsibility and more roles.
Have you seen that before?
Yeah, it happens.
Let's start with that one thing first.
Question.
Question, okay.
Step number three, you want to develop
business management systems.
Now what is a system?
Regardless of the business you're in,
there are best practices, ways of doing things
that have the best chance of bringing about
a particular result consistently.
So once you have identified what the best practices is,
break it down into a basically a series of steps
that can be written down, or illustrated, or photographed,
so they can be repeated again and again.
Again and again.
So once you find that's why, attraction,
retention, optimization, once you know
that's what's working, okay now let's systemize it.
If that's an ad on Facebook that works,
well how can I systemize that so I can duplicate that?
There's a way that I could optimize a YouTube video,
well that works, let me do the same thing
for all these other vid, all my videos in the future.
That's what system does.
Now and systems take on three forms.
How many?
Three forms.
The acronym of System is this, S, Y, S, T, E, M.
So you save yourself stress, time, effort and money.
Repeat after me actually.
Save yourself stress, effort, time, time, effort and money.
S, Y, S, T, E, M.
And the key thing of creating a system is
how can I solve this problem not once, but forever.
Now are there incidents in your business,
let's say you have, you're working with an employee
and they made a mistake.
Is it easy for a business owner to go and just,
you know what, let me do it, let me fix that for you.
And you jump in and you rescue that employee.
Can we do that?
- [Audience Member] No.
- Good, why not?
- [Audience] 'Cause then they're dependent on you.
- They're dependent on you, and next time they're like,
well she's gonna come fix it, let her do it,
I don't need to work that hard, let them do it.
That's why I say as an entrepreneur
you got to give room to your employees to make mistakes.
You cannot take them, take their head off
every time they make a mistake
'cause if you do that they won't make any mistakes,
and guess what, you won't grow.
Let them make the mistakes, let the adults,
let them learn from it as long as it doesn't,
you know, bankrupt the business, not like a fatal mistake,
let them make mistakes and then sit down with them,
treat them like adult, you know what have you
learned from this?
Well I learned not to do that again.
Okay yeah, good, then let's not do that again,
but you cannot always, oh shit, ah,
okay, get out of the way, let me do it.
'Cause a lot of us are control freaks.
How many control freaks we have?
I was one of them and life sucked,
because when you're a control freak
every little thing bothers you, yes?
Every little thing.
I don't like the way you do that email here,
there should be a period.
Fuck, nah next time don't do the email,
let me do the email.
I don't like the way you answer the phone
like your hello is too high for pitch,
nah let me next time let me do it.
And then guess what, it ends up the organizational chart
you, you, you, you, you, you, right?
Right, I work with entrepreneurs like who have
five, 10 employees who don't do shit,
like they're like superman or superwoman,
they do everything.
I said what does your employees do?
Oh they just need to get out of my way.
(laughter)
I said okay.
They just screw things up.
And that's the expectation you have for employees
that's exactly how they would behave,
'cause people do what you expect.
If that's expectation they are losers,
they are no good, they are low performers,
that's exactly what you'll get.
If your expectation is different,
that you know what, my employees are smart,
given that they're actually smart to begin with,
go through the interview process, assume that they're smart,
and you have the expectation that they will do good,
they will do better, they could grow, they could learn,
they could learn from their mistakes,
they behave very differently.
No different than parenting.
If you expect your kids to be, you know,
not listen to you and run around and stuff,
that's exactly what they do.
'Cause you set up in a way that that's my expectation,
you're gonna scream, you're gonna run around,
you're gonna create a scene.
Yes mom, I'll do exactly that.
And then you yell at them, why you do that?
It just validates that's who I am as a kid
and I'll do more next time.
It's fucked up, I'm telling you.
It's how it works.
How can you solve a problem not once, but forever?
So don't just go in and fix that,
say you know what, maybe there's a flaw in my system
that I need to solve so this doesn't happen again.
How can I solve a problem not once, but forever?
So there are three types of systems,
the first type of system is what I call Hard systems.
What kind of systems?
Hard systems.
Hard systems are what something looks like.
What something what?
Looks like.
Uniform, logo, decor, design.
What something looks like.
Your banner, visual, that's Hard systems.
Hard systems, or something that looks like.
And let's say if you run a retail business
and everybody dresses whatever they want
and however they want, then that's not a system now, is it?
It's doing whatever they want.
You notice when you walk into Tim Horton's,
you walk into Starbucks, do you know it's a Starbucks?
Yes, can you see the same logo?
Can you see the same uniform?
That's a system.
Soft systems, now soft systems are what
something sounds like.
Soft system is what?
Something sounds like.
It's how you answer the phone, how you greet customers,
how you deal with complains, how you sell,
how you upsell, how you cross sell, how you follow up.
Soft systems.
So let's say if you're doing sales
do you just let your salespeople or yourself
say whatever you want on the phone
or do you have a script that you follow?
If I'm saying, I'm suggesting highly,
strong suggesting, if you don't have
some kind of script then how can you create
persistent predictable results?
Some cases you close one out of 10,
some cases you close three out of 10,
some cases you close zero out of 10,
you won't know the difference,
you don't know what worked and what didn't.
Versus if you have a script, you would know
you know what, this script converts at 10 percent.
Let me tweak a few things here.
Suddenly it's converting 15 percent.
That is cool, let's keep that.
And you tweak some few things again and back to 10 percent.
Oh shit, no, no, I shouldn't do that.
Let's take that stuff on and craft that.
And then once you have something that works
now you can give it to your salespeople
and that's why and I told Ali the same thing,
you cannot expect your salespeople
to sell better than you do.
It's impossible, it's a fantasy.
If you are not the best salesperson for your company
you've got a problem.
You have to be the number one salesperson for your stuff,
for your product and service.
If you can't even sell you then how can you
expect other people to sell you?
I'm the best damn number one salesman for my company.
I could on the phone, in person,
I could outperform, outsell every single
salesperson that I have.
So when they pick up the phone when they are calling,
oh man Dan this is hard man, I talk with the prospects
and they are not buying and this is hard.
I said give me the fucking phone.
And I do it in front of them and I close the sale.
What have you got to say?
Oh I guess maybe I don't know, I need some more training.
Damn right, damn right you do.
Then I train them, I coach them.
But I can demonstrate, not just and you can't
just go to your salesperson, they're not selling.
Oh you should sell more, call more people.
That does not help them at all,
and then they get frustrated and then they quit.
And you wonder how come your salespeople don't last
'cause salespeople I talked about,
they're mercenaries, they work for what?
You have to set them up for success,
you have to give them a way that they could make
a good living doing it, promoting and selling for you.
So you have to coach them for success.
It's okay they come and make a little bit less,
let's say commission based, but if you help them
and you give them quality leads,
and they could close more people,
and they're making more and more and more and more,
they will stay with you, 'cause money buys their loyalties,
but you have to set them up for success.
And how can I teach them and coach them to sell
if I can't sell?
I don't know what works.
I could listen to them and say you know what,
the way you say it, that line doesn't work.
Your tonality doesn't work.
The way you explain the offer, that doesn't work.
Let me show you.
And I go in, I fix it, and I'll do that again.
Let me listen to it.
That's why they wanna work with me,
not because of my good looks, although that helps.
So what have you learned from my talk
and how does it apply to you and how
do you take direction action?
Comment below and let me know.
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