Shownotes
I built three multi-million dollar agencies. From my experience, the single most important skill set required to be successful in the agency space has nothing to do with the actual work. Listen to this episode to learn what it is.
The skill is a subset of client management, and it will absolutely make or break your business. And it's the most valuable skill you'll ever learn for life and business.
Communication is THE skill for building and scaling a successful agency. It is critical to build proper communication into your systems, training, evaluations, and culture. This is easier said than done, which is why we created The 3 Cs of Communication.
My 17 years of experience as an employer have taught me a sad irony: The better someone is at their job, the worse they are at communication (generally speaking).
I think it's an accompaniment to the curse of the expert, where you simply can't understand how much or how little other people know about your realm of expertise. To guard against this, codify communication. Here's how we've done that at Solutions 8: The 3 Cs
✔️ Clarify
✔️ Commit
✔️ Close
How do you feel about my "3 Cs"? Is there anything you'd add/edit/delete? Let me know!
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0:00 The Most Valuable Skill You'll Ever Learn for Life and Business
2:15 Clarify
4:03 Commit
4:49 Close
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Transcripts
I'm going to teach you the most important skill you're ever
2
:going to learn in life or in business.
3
:And I'm not teaching you because
I'm good at it, by the way.
4
:I'm teaching you because
I'm horrible at it.
5
:And I've had to learn the hard
way just how important it is.
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:This is an absolute, complete,
and total prerequisite for anybody
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:that works at Solutions Aid.
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:As a matter of fact, in our
employee onboarding, the very first
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:video that I ask people to watch
is a video on this exact topic.
10
:So you're going to get a pretty
healthy dose of, exactly what our
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:employees get when they first start.
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:And I call it...
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:The three C's of communication.
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:Now, before you jump ship and
say, oh goodness, hear me out.
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:Communication is the most important
skill to master as an entrepreneur,
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:a business owner, a leader, an
employee, an employer, manager.
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:There's not a role that exists In the
world that isn't amplified by an order
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:of magnitude when you become an effective
communicator When you're an effective
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:communicator, you are deadly in so many
ways Now what's interesting the sad irony
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:is and this has been my experience over
the course of 17 years as an employer
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:The better somebody is at their job
The worse they are at communicating it
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:why because they take All the things
for granted, they just understand,
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:like there's no question to them.
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:Nothing's opaque.
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:It's just this, solid, very clear
structure that they're dealing
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:with they don't feel the need to
communicate because in their mind
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:they see from start to finish.
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:Okay, I know exactly what's going on here.
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:I know what the problem is.
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:I know the solution is and we've all
actually, I don't know if you've,
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:experienced this, but I have where
I'm dealing with somebody who's
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:hypercompetent, but I don't yet
realize they're hyper competent.
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:I ask them to do something, they
communicate poorly, I have all of my weird
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:neurotic, wonder what's going on there.
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:They probably don't understand me.
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:They weren't listening.
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:They didn't respond.
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:They're ignoring me.
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:They're not going to do it.
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:Oh my god!
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:And then they come up and
they're like, hey, it's done.
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:But I'm already so frazzled, I'm mad.
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:I hope we've all been there.
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:the cadence, the SOP, the habit
to get into if you want to be
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:an effective communicator, the
three C's of communication.
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:First C, C number one, clarify.
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:This is as much for the other
person's benefit it is for yours.
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:So I come to you with a problem and
I say, Hey, for whatever reason,
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:and I don't understand why, but the
checkout experience on this particular
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:product is broken in these ways.
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:You come back and instead
of saying, okay, got it.
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:That's the wrong thing to do,
because everybody's, everybody
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:in the back of their mind goes,
I wonder if you really got it.
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:I wonder if I explained that well enough.
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:it's my concern about me,
not my concern about you.
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:And so you come back and say, Hey,
appreciate you submitting this.
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:I just wanted to clarify
the checkout experience is
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:broken in these specific ways.
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:And then you just slightly
revise what it is that they sent.
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:And.
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:Most importantly, you actually
clarify, because very often
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:people's initial assessment of
the problem isn't really problem.
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:And you as the expert know
that more than they do.
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:So you're going to come back and say, hey,
it's actually not the checkout experience
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:based on what I'm looking at here.
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:It's a mobile compatibility problem
going on with this particular plug in.
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:Can you try on your end and
let me know what you see?
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:Here's a loom video to show
you what it is that I mean.
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:And do you see how I've, pushed
that back on their plate needlessly.
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:It's, I just clarified the problem.
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:Gave you my assessment of the
problem, showed you proof that the
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:problem existed, and then asked
you to confirm my assessment.
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:Clarity.
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:So you want to clarify first and foremost.
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:You want to set their mind
at ease using clarity.
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:You also want to make sure, and if
you're teaching your team this, by
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:the way, it's really important to
clarify because It's risk mitigation.
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:You're making sure that you're
climbing a ladder that's propped
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:up against the right wall.
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:I can't tell you how many times
we've solved a problem that wasn't
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:the problem because we didn't
clarify in the very beginning.
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:So it brings all the misunderstandings
to the surface immediately.
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:scene number one, clarify.
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:Scene number two, commit.
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:Commit.
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:There's nothing more frustrating
than having somebody be like,
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:okay, let me see what I can do.
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:Well, when?
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:How?
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:With who?
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:In what context?
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:Like, commit.
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:Don't commit to things
that you can't commit to.
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:But let them know what comes next.
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:Let them know, like,
hey, totally understood.
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:I'm going to take a look at this.
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:I'm going to run this up the poll.
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:I think I need to involve tier 2 support.
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:this actually isn't something
that I'm an expert in.
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:So let me go find somebody
who knows how to do this.
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:Let me go to my Rolodex.
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:I'll look for a freelancer.
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:Like, commit to an action.
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:I am going to do this specific thing.
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:And define what that specific thing is.
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:So you've clarified, if
clarity is necessary.
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:And it always is.
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:You've committed to an action.
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:And then, This is a
kissing cousin to commit.
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:It's close.
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:Scene number three is close.
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:People need closure.
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:I need to know that I can take this task
off of my desk and put it onto your desk.
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:And for as long as it stays on
my desk, it's still my problem.
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:And that makes you a half solution.
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:So if you can take this completely
from me, Hey, I've got this just so
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:you know, I'm going to take these
four steps that are all really
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:important in these sequences.
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:I think each is going to
take about this much time.
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:I'm going to follow up tomorrow just
to let you know that this is in queue
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:and it should be done by Friday.
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:Even if it's not, I'll shoot you an email
and let you know what the update is.
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:you've got it.
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:And as long as you actually do the things
that you say you're going to do, I begin
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:to trust you to a degree that makes you
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:absolutely indispensable.
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:So first you, you clarify, you
commit, and then you close.
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:you commit to your closure.
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:One of most valuable tools in your...
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:Toolbox is the snooze feature on your
email inbox, you know, I know there's
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:customer support ticket systems and
project management tools and CRMs, but
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:man, I just like to, I send an email and
when I commit to doing something and I
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:provide somebody with closure, I snooze
it till the day that it's committed to.
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:So if I say, I'm going to get back
to you on Friday, I just snooze
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:my outbound email and Friday.
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:And now I have all the context and
I can remind myself like, oh yeah,
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:I needed to respond to that and bam.
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:I'm able to follow through and make sure
that keep up with all of my commitments.
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:People want to know that
you're a prior that they're a
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:priority and good communication.
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:Let's know their priority There's
nothing more frustrating for a vendor
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:when you're actually grinding you're
actually doing the work You're like man.
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:I am going to war for these
people and they don't appreciate
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:me at all Well, guess what?
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:They don't see that they
don't see behind the scenes.
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:They don't see you coding
They don't see what happens.
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:They don't see how the sausage is
made You have to tell them you have
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:to tell them and the better you are at
Explaining that explaining your value,
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:the more they're going to value you.
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:So three C's of communication.
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:This works for you.
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:This should work for your staff.
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:And what's really, really interesting.
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:And I think remarkable is you actually
begin to train your customers.
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:How to communicate to.
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:They begin to match your cadence.
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:I've seen this over and over and
over and over and over again.
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:There's a couple A types
that are just insufferable.
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:But for the most part, people are like,
Oh, okay, I see what we're doing here.
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:and you don't have to explain to them.
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:These are the three C's of communication.
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:But as you start to do it, they
come to you with more clarity.
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:And they begin to trust you more.
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:So.
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:hope this is helpful.
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:You'll never know how much I'm rooting
for you in your life and in your business.
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:I can't tell you how much I appreciate
you watching me, supporting the channel.
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:If you want to like, comment,
subscribe, all those things,
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:help the YouTube algorithm know
that there's some value here.
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:\ money and resources.
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:Just kidding.
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:I'll see y'all tomorrow.
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:Peace.
