Why Implementation Services Are Not Enough – AutomationClinic.com

Why Implementation Services Are Not Enough

In my post, "Why You Must Follow Up With Prospects," I talked about the "unconscious incompetence" stage of learning. It is essentially when we "don't know what we don't know."

My two-year old daughter hasn't yet realized the importance of tying her shoes. In this instance, she is in an unconscious incompetence stage. After falling a few times, seeing her older sister tie her shoes, or watching a cartoon character demonstrate it on tv, she will soon realize that she, too, needs to learn this skill. She will have entered a "conscious incompetence" stage. She now knows what she needs. She doesn't yet have the skill but she at least knows what she needs.

The problem with straightaway hiring the various implementation services offered in the Infusionsoft community (and any software/platform for that matter) is that you may not be at the stage where you even know what you want or need yet. And sadly, many of the ones implementing are just that... IMPLEMENTORS. They are waiting for direction, waiting for instruction. This is needed and I'm not downplaying the role of implementors. I'm simply making a point of WHEN they are necessary in the chain.

Don't get me wrong, if you come into their offices and know exactly what you want, they know the software in and out and can make it happen. But see, knowing what you want is the hard part. As Peter Drucker explains in his book, "The Effective Executive," there is such a thing as doing the wrong things right. Many call it "efficiency." But if you want to be "effective," you must do the RIGHT things right. Driving a highly efficient mpg vehicle down the wrong road is still wasting gas and costing you money.

That's where I come in. I'm a strategist. Sure, I can implement as I've mastered the application for my own business purposes. But the real power comes from using a strategist to better understand what to do, when to do it, why to do it, and where to do it. Quite frankly, the "how" can be handled by a $4/hour overseas odesk outsourcer with infusionsoft experience (I've even known folks to hire an overseas worker with no experience, pay them 1-2 months to read every article, watch every tutorial, attend every training call, pick the brain of infusionsoft employees, and essentially become their own in-house expert).

My point is: A marketer is a marketer,  a techie is a techie. Let's be clear - the tech skills required to run and implement Infusionsoft are NOT the same skills required to start, grow, and manage a business. If you already know the ins and outs of automation, how to optimize your lead and nourishment sequences, the psychological principles and studies that drive marketing processes and follow up, why specific things are done the way they are, how to track and tweak, etc., and just need the techie, go for it. If not, you need a strategist FIRST, techie next.

So the next time you're talking to an implementation specialist that begins with, "so what do you want to do?" you reply: "I don't know, that's why I'm talking to you." Things should get pretty interesting and you'll find out if you're talking to a true marketer or a techie.

  • I couldn’t agree more with this post. The vast majority of my clients have started from a position of “not knowing what they don’t know” and it’s vital to build a detailed understanding of their business in order to devise the most appropriate ways of systemising and automating that business to deliver maximum efficiency. My initial consultations typically spend more than 80% of the time focusing on the business and less than 20% of the time on implementation detail.

    Without having a clear strategy in place that embraces all of the principles for which Jermaine provides expert advice, business owners run the risk of using their business automation platform as little more than an email autoresponder and will never achieve the results that they could otherwise realise.

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