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The Vyral Marketing LetterMay 2012VyralMarketing.com

How to Double Your Productivity with Staff Training Videos

By Frank KlesitzLast month I had a great discussion with VyralClient Janet Gresh on how to systematize her business with video.While we primarily focus on using video to stay in better touch withyour customers (following our proven ACE systemsee the ExecutiveBriefing on our website for details), it's also a great tool to documentyour internal business processes so you can quickly teach them to staff,

thus saving yourself time. So in this month's newsletter, I'll cover a fewstrategies on how to create your own internal 'certification' course soyou can quickly train staff to do all the tasks you should not be

doing, freeing up your time so you can encourage referrals and repeatbusiness proactively from your database of contacts (the last step of ourACE system). Proactively encouraging new business, without question,is the highest and best use of your time as a small business owner orindependent professional. Remember, the money is NOT in providingyour service; its in your ability to sell it. When I started VyralMarketing I hired my friend since 1st grade John McMillan. My jobwas to go out and find new business, while he would deliver the service.Unfortunately, John at this time didn't have any experience in graphicdesign, HTML, email marketing, copywriting and so on, that wasnecessary to fulfill our program. If I was going to spend my time onprospecting, lead follow up, presenting and writing/making videos (my

best creative skill), I needed a system to quickly and effectively trainJohn to do what clients (you!) are paying us to do. Even moreimportantly, that system needed to be documented so John and Icould return to it every week to discuss efficiency improvements. Witha documentedprocess, I could also quickly train any new hires as ourworkload grew. If I didn't set aside time to record this training processupfront, I would inevitably be pulled into the administrative side of ourbusiness. I would end up working a zillion hours a week putting outfires and our firm (or I) would collapse. Im sure you can relate.

How Fast It is to Make Quick Training VideosSo here's what I didand I highly recommend you do the same. First, Idownloaded Camtasiaa cool screen recording program that recordswhat I do on my computer. When a special request came in (Frank, can

you update this? Make this change? Etc.), I would fire up my screenshare, perform the task and save the video instructions to our internaltraining library. If it were a manual non-computer tasksuch assending a letterI would use my actual video camera to record how tomail it right. For example, how I like the address written, the letterfolded, how the stamp is to be applied, etc. That way, when any of thesetasks needed to be completed again, I would simply forward the emailrequest to John with a link to the respective training video. You see,every time I get an email with a request, I ask myself "How can I trainsomeone to do this for me next time?" If it's possible to outsource thetask to either 1) a virtual contractor on eLance.com or 2) a teammember, I clearly document on videoprecisely how I want that taskdone, then proceed to complete the task myself correctly whilerecording my actions. I finish by sending the video to whoever willcomplete this task in the future. It's an excellent system. And by doing

this over time, you'll enjoy a full video library clearly articulatingexactly how to complete all outsourceable tasks in your company.Imagine how much time you'll save when you have a library like this.And it doesn't take any more time to start doing this nowjust recordwhat you're doing while you do it anyway. I made a video atwww.getvyral.coma few weeks back on how to correctly set anappointment (meeting request, suggest 2-3 times, include phone numberto call in the description, and so on). So whats an outsourceable task?If someone tells you exactly, step by step, how to do somethingthatslow paid work. If someone tells you , Hey, figure out how to solve this

problem thats high paid work. In short, the reason Vyral Marketingexists is because Ive taken the very complex problem Get two greatvideos out to my database a month for me and broke it down into veryspecific individual tasks. The high paid work is the coaching,

copywriting, graphic design and managementwhich are fulfilled bytalent at a cost of $25-50/hr. You cant teach someone exactly how to dothese things. Low paid work is the social media updates, proofreading,simple video editing, and administrative work that ties it all together,outsourced at $8-9 an hour. These tasks you can document, systematizeand quickly teach to new hires. In your business, think about everything

you do in a typical week. Write it ALL down. Youll find your creativeand communication tasks (especially selling and marketing) aregenerally your most expensive and hardest to hire out, while checklist-driven and routine tasks are generally the least expensive and easiestto outsource. To free up your time so you can grow your business,you must first identify the least expensive tasks you do, document

EXACTLY how to do them, then either hire a staff assistant, a

virtual assistant, or an independent contractor to do this work for

you.I prefer contractors because theres no payroll tax, you pay forresults, not timeand they are quickly scalable with the ups and downsof your business. Make videos on how to do these outsourceable tasks,put together checklists, hire administrative help on eLance.com for $8-9an hour and give all the work to them. For example, what must be donewhen you sign up a new client or customer? Ifit doesnt involvecreativity, complex problem solving, or high-level communication

outsource the task!

Create Your Own Certification Training CourseHeres whats interesting. When you tie all your training videostogether, youll have your own internal certification course. Heres whythis is so powerful. First, BEFORE you hire someone, ask them towatch each training video so they understand exactly what the jobentails. Also, ask them to take a test and actually EXECUTE a fewtasks you teach in your training videos,again, before you hire them. Youll reducea significant part of your training leadtime. Best of all, you dont necessarily needto pay your hire until they get certified.Having a well-documented training course

also provides you with much neededleverage over underperforming teammembers should you find the need torelease them. How many times have youavoided firing someone because it wouldsuck up too much time re-training your new hire? With a certificationcourse this problem is (mostly) solved. You can even position yourtraining course as something employees could add to their resume. Ifyou do a REALLY good job at creating it, you can package it and sell itto other people in your profession. For example, I sat down for an entireweekend and packaged our internal training together into 6 DVDs. Ihired a designer on 99designs.com for $300 to create the packagingmaterial, then put it up for sale on our website. Want to learn how to dowhat we do for clients? For $995, you can find out (www.getvyral.com)

or work for Vyral Marketing and get certified for free! Build yourresume! Ill even give you a certificate with your name on it. You cando the same in your business. If you invested 12 hours to record howyou want everything done in your office, how many mistakes would beavoided in the future? How much of your time would this free?

Get Your Key Staff to Document It For YouI enjoy listening to Gary Keller, who started Keller Williams Realty. Inreal estate, he believes you are no more than 3 hires always fromrunning a powerful and highly time-leveraged sales team. I find this trueof most professions. You hire 3 key EXECUTIVESlets saymarketing, operations and customer service. They are excellent at their

jobs but you have failed to document their training. What an excellentopportunity to have your team do it for you! Ask them to make a

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checklist of everything they do, and record a video on how tocomplete each task. Now you have a documented training process foreach key department of your office and it didnt take any time on yourpart to complete! This is what we do at Vyral Marketing. John andAndre (my partners) are free to hire and fire as they wish. They areresponsible for all new operational hire training, with authority to hire atany rate or give themselves big fat raises as long as salary andadministrative expenses are never more than 50% of revenue. (If we do$500,000 in business, we only have $250,000 to pay people). A goodpart of their day is spent training our admin team and documenting it so1) our business can quickly scale and 2) you get quick, intelligent and

professional service because their time is spent communicating withyounot doing lower paid work thats cheaply and easily done bysomeone else. Who is helping you operationally like this?

At the end of the dayespecially as I study and do my best to modelsuccessful peopleits how you value your time and what you do withyour time that determines so much of your success. If youre still stuckin your business, working 12-16 hour days doing the selling andadministrative work, set aside a weekend and record how to do allyour administrative work. Put an ad on Craigslist, run an ad oneLance, or hired a shared assistant with someone in your office. Givethis work to your new hire and tell them to follow the instructions youdocumented in your training videos. Its one of the best timeinvestments you can make. Its a true game changer. FRANK

THANK YOU FOR YOUR REFERRALS!A special thank you to Vyral Client Spring Bengtzen for her referral

to Heidi Skinner, Vyral Client Mitch Schwartz for his referral toLorri Cutler, and Vyral Client Pam Butera for her referral to JaredZimmer! You are all VERY appreciatedits the best way to spread

the word of Vyral Marketing. THANK YOU ALL SO MUCH!

Welcome to NEW Vyral Marketing Clients!

John & Maria HoffmanTampa, FLRuby GarmynBend, OR

Chuck AdkinsCharlotte, NC Heidi SkinnerSt. George, UT

Carlos GarciaWashington DC Adrienne LallyHonolulu, HI

Rich LibnorSaskatoon, CA Mic HeinemanOmaha, NE

Parke HeffernPhoenix, AZ John MeulsteeBuck County, PA

Bridget StuartSanta Barbara, CA Jared ZimmerCedar City, UT

Marc CormierReston, VA Daniel FenyakKill Devil Hills, NCJoni ZwickPonte Vedra Beach, FL

What Im Up To This Month (May)Practicing what I preach, youve seen a pickup in my educational videos(once a week) and newsletters (once a month). A big thank you to ourteam helping me free up my time so I can create for you. We held afantastic client dinner and stayed at the nightclub till the wee hours ofthe morning in Vegas in earlyMay at a real estate mastermindwith Vyral Clients Lisa Treu,

Spring Bengtzen, Heidi Skinner,Carlos Garcia and invited guests.Personally, I prefer to spend ourmarketing dollars on great dinnersand having fun versus most otheroptionsand to be honest its themost productive. Vyral Coach Josh and I will be attending severalreal estate events in the coming months and if youd like to be a

part of our fun, just give me a call and youre invited

(402.515.5438). Theres never any pressure to sign up. We enjoyhanging out with successful business people just as much as you.Were also happy to travel to you on our dime and hold a privatemastermind with your non-competitor guests (chiropractors, mortgageprofessionals, attorneys, auto mechanics, etc.) who would be a great fitor Vyral. This is also a great way to get sponsors to help pay for your

Vyral Marketing fee. Also, as I write this, Im on the way to speak in

Oklahoma City. I do a powerful 2-3 hour seminar on the ACE systemand how to implement it in your business (without hiring us). If youdlike to attend my next seminar, or work with me to hold a one in youroffice or city, email me at frank@getvyral.com.

Q&A: How can I get more email addresses?First, theres a cultural awareness shift required in your office. Youmust ruthlessly focus on growing, nurturing and working your databaseYou are a vacuum for email addresses! It starts with a team meeting tocommunicate your steadfast goal to grow your database by at least60

people a month (what we recommend) who will refer or do businesswith you. Then, I recommend you write May I stay in touch? onseveral sticky notes and put them all over your office, especially byyour phone and computer. Finally, you must attend your coaching calleach month where well report to you how many new email addresses

you sent our way. Now that youve made the mental decision tocommit to ABA (just like ABCAlways Be Asking) for emailaddresses, its time to do it. Let me ask youhow many conversationswill you have this week with people who would potentially refer orhire you? 10? 50? 100? All you have to do is simply end your futureconversations with May I stay in touch? Im publishing great videos onhow to solve a problem I see and if I could get your email address, Illmake sure you receive those. Whats your best email address? Thats it

but it first requires your awareness and commitment to grow yourdatabase. Then, your commitment to send out great videos so theres a

REASON to ask for email addresses in the first place! Remember, therelationship with your database is all you have. Take Bill Gates, stripEVERYTHING away. How fast would he get most of it back? He haslist of people who trust him. If I were to strip you naked in the desertand take it all awayhow fast could you get it all back? The answerlies in the only asset you can expect to appreciate in value year afteryearthe relationship you have with people who will do business withyou. Its the most important asset you have. Grow it. Feed It. Work It.

Book of the MonthThe Ultimate Question 2.0: How NetPromoter Companies Thrive in a Customer Driven WorldIf I were to make an offer to buy your business, Iwould look at 3 things. First, Id look at thetalented and highly trained people on your staff.

Second, Id look at the systems you have in placeto bring in revenue and deliver your product orservice. And third (most importantly), Id askhowlikely are your customers to refer you. In otherwords, how loyal are your customers? Withoutquestion, its our clients who enjoy a database ofpeople who want to hear from them who get the best results. In this

book, youll learn how to measure the quality of your database by NetPromoter Score. In short, you (or a third party) callyour customers andaskOn a scale of 1-10, how likely are you to refer us to your friends?Then, just one more follow up question: Whats the primary reason foryour score? Thats it. Its the only survey you need to measure howeffective you are. Your 9-10s are your promoters, your 7-8s are yourpassives and anyone answering 6 or under are your detractors. The bookoffers a scientifically validated way to value your database under

NPS. So, hire someone to call your database twice a year and ask thesetwo questions. Measure your improvements. We do this religiously atVyral Marketing. Marty, a third party contractor, calls our clients everysix months and asks both questions. The survey takes 30 seconds. Clienanswers are confidentialwe dont know who answers what. This keepsthe scoring unbiased. What is your Net Promoter Score with all yourcustomers or past clients? Call me and Ill pass along to you Martyscontact infohe will find out and report back to you his findings.

We do all the social media and video marketing work for you

to increase referrals and repeat business from your database.

Call 1-800-323-9974 or visit our websitewww.getvyral.comto

see how it works, pricing, our client list and how to start.

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