June 28, 2025 • 32 mins
You’ve built the foundation, launched your brand, and started nurturing leads — now it’s time to scale. But growth without systems? That’s chaos.
In this final episode of the ATMA Podcast & Live Webinar Series, we’re diving deep into the Scale phase. Discover how automation, AI, and delegation can free up your time, increase efficiency, and take your business to the next level — without burning out.
Join Storie and Bryan Acosta, CEO of Advent Trinity Marketing Agency, as they walk you through the tools, strategies, and timing to scale your business smart and sustainably.
Inside this episode:
- The exact automations we use to save 40+ hours per month
- How AI is transforming modern marketing — and how you can use it right now
- How to know when it’s time to scale (and when to optimize first)
- Real examples of businesses that scaled profitably and predictably
🎙 Market It With ATMA Podcast
Brought to you by Advent Trinity Marketing Agency
www.adventtrinity.com
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:13):
Welcome back to Market it with Atma, where we
share the tips, tools andstrategies to help your business
be successful.
I'm your host Story and we havereached the final series
episode of the Build, launch,grow, scale series.
So welcome back everyone, andwe have again joining us Mr
Brian Acosta, ceo of AdventTrinity, to explain to us today
(00:37):
how to scale smart and how toencompass all of the new age
technology and with a marketingstrategy that is clear and
defined.
Welcome, brian.
Speaker 2 (00:46):
Thank you, thank you.
Speaker 1 (00:48):
So I think we should just jump right into the scale
phase We've gone through build,launch, grow.
Scale is important, but youcan't have it without the others
right?
Speaker 2 (00:58):
Yes, that's correct, absolutely.
Speaker 1 (00:59):
So let's go ahead and talk on the first question for
a minute, Brian.
What's the biggest mindsetshift?
Businesses need, businessowners need to scale correctly.
Speaker 2 (01:11):
Yeah.
So the biggest thing is thatyou know, when we're talking
about scale, everybody wants toget into scale phase and
everybody's anticipating, hey,you know.
But I'm just going to talk reallike as a business owner to
business owner.
Right, business doesn't go asplanned as always, right?
Speaker 1 (01:28):
I think that's always variable.
Speaker 2 (01:30):
And the thing is it sometimes takes time to get into
the scale phase right, and sowe have to put a lot of energy
in building and then launchingthe business and then growing
the business.
Those are the main three.
But scaling never actuallyworks unless there's a
foundation, and that foundation,well, it starts with with
building right.
It starts with making sure youhave the right foundation, and
(01:52):
so let me kind of give you anexample here, right Cause, um,
you have, and we'll talk aboutthis too, like we're going to
mainly talking about CRM and AIautomation.
Um, so a lot of people are likehey, I want to scale because I
want, I want to scale quickly,you know, I want, I want speed.
Right, scaling has nothing todo with speed.
Speaker 1 (02:10):
Interesting.
Speaker 2 (02:10):
Scaling has to do with stability.
Okay, so you can't scale inchaos.
A lot of people, a lot ofbusiness owners, that's what
they want to do.
They want to scale in chaos.
But, they don't know they'rescaling in chaos, right?
Yeah, I mean, they're just likeyou know.
They're like, well, there's aproblem here, there's a problem
there, right?
And the reality is you have toknow what the difference between
scaling and creating systems toyou know.
(02:32):
Ensure that things are scalable, right.
And those are two differentthings, so I'm going to give you
an example, right?
So everybody wants to use AI,everybody wants to start
utilizing these tools, andthat's great, uh, but example
one how let's just say I want to.
I want to do customer support,ai okay, how would you do that?
Speaker 1 (02:50):
um well, I would think first a chat bot I would.
I would want a chat bot torespond but what are the answers
that it's giving?
Speaker 2 (02:56):
oh, that's a good point so like and so you can be
like.
Well, you know it's justgeneric.
No, that's not how it works,right.
So you know, building is a truesupport ai.
Uh, if you look at the bigger,you know businesses out there.
They're filled with knowledgebases, they're filled with how
to's, they're filled withsupport documents, they're
(03:17):
filled with articles, they'refilled with videos.
So the ai has plenty ofresources to do.
What To refer back to?
Speaker 1 (03:24):
Right.
Speaker 2 (03:24):
And so if you don't have a foundation of support
articles, support things thathelp answer those questions?
Speaker 1 (03:31):
Your content right.
Speaker 2 (03:33):
Exactly your process, your business.
Right?
You can't train the AI andthink of the AI as one of your
employees, right?
If you can't train an employee,then how do you expect to train
an AI?
Absolutely as one of youremployees, right?
If you can't train an employee?
Speaker 1 (03:50):
then how do you expect to?
Speaker 2 (03:50):
train an AI, absolutely so, and I was gonna
say, like the same example forfor sales AI.
Okay, sales AI, do you have acell system?
Do you have cells documents?
Do you have cell scripts?
Do you have?
Once again, when people thinkof AI, it's like, oh, you know,
it's just gonna do its own thingand that's just not how it
works.
You have to train the AI.
The ai speaks how you speak,right, and the ai talks the way
you talk.
Uh, it's artificialintelligence, but what is it
(04:13):
referring to?
It's not gonna, it's not gonnafix your problems off of just
being there, right.
So there has to be that mindsetchange where, hey, before we
even think about ai, before weeven think about crm automation,
before we even think about AI,before we even think about CRM
automation, before we even thinkabout automation period or
scaling is, do we have afoundation where, hey, even if
I'm using AI or a real person,can I train that AI or person?
Speaker 1 (04:36):
That's a great point.
I didn't think of it as you'rereally.
Think of it as if you'retraining your staff.
How do you want your staff torespond and train your AI the
same way?
Is that what you're saying?
Yep, that's awesome.
So let's talk about time now.
What are the first processessomeone should automate to
reclaim time in their business?
Everyone wants mailbox money.
(04:57):
They want it to work withouthaving to pay attention to it
every single day.
So what's the first processsomeone should focus on?
Speaker 2 (05:09):
I think you first need to talk about bottlenecks,
right, and as a business owner,you need to first think of like
what an assistant look like tome, right?
There's a lot of things thatyou could do.
What does an assistant do?
Well, they call and theyconfirm appointments.
Well, you can use AI for that.
You can use automation for that.
Of course, excuse me, but youdon't have to use AI to do that.
There's plenty of CRMautomations and software
automations that allow you toautomate that as well.
(05:32):
There's calendar systems thathelp you manage your calendar.
So, just first off, bottlenecks, right.
What's bottlenecking yourbusiness?
Is it, you know, for a smallbusiness?
Is it you know?
You have leads coming in?
Are you qualifying them?
You know, back in the day wehad old systems.
(05:53):
Once again, all these softwaresare doing is piggybacking off
of systems that are already inplace.
Speaker 1 (05:59):
Okay.
Speaker 2 (06:00):
So think of a.
I used to work in a gym.
I used to work in a gym, solet's talk about the gym, okay.
So in a gym, you know, everymorning they would have us call
and confirm our appointments.
Why, like, literally physicallypick up the phone and call to.
If you schedule an appointmentfor people to tour the facility,
tour the gym, maybe, do a freeday pass, you know, get them in,
(06:23):
which still works.
You still want that personaltouch.
I wouldn't say, stop calling,but their system is in place
already now.
Where the software will, youknow, automatically email for
reminders and it willautomatically text for reminders
as well, which is funny becauseI'm pretty sure you've ran into
this when you have appointmentsand your automatic emails get
sent out and they think it'sreally us emailing them.
Speaker 1 (06:45):
Absolutely, because we've trained.
You've put the system in placeso that the automation talks
like I would talk and behave.
Speaker 2 (06:53):
And it's funny because they're like, oh yeah,
he's actually confirming and soI have to reply back.
So they'll reply back to theemail, not knowing and I'm glad
because you know if there's aproblem.
I do want to know if I have torespond back, but that's not
really me.
That's the automation in place.
Right, you know you have topre-frame sales calls.
There's things that you can dothat allow you to take step by
(07:17):
step, maybe how to's or, youknow, setting up the expectation
of a sales call which will helpyou boost your show rates.
You know, for e-commerce it's.
So let's go into, like retailright, e-commerce does this, and
they've been doing this with AIand without AI Before AI
existed.
They still do this, which isthe abandoned cart methodology.
Right, if somebody putssomething in their cart, Amazon
(07:40):
does this a lot too.
Speaker 1 (07:41):
They still do it.
Speaker 2 (07:41):
Yes, yes, oh my God, they beat up my emails when I'm
like I just want to put it in mycar, I want to put it in my car
so I don't forget.
But then I get emails I'm like,hey, you have something in your
car, hello, right, and so justautomated reminders to close the
(08:01):
sale.
At the end of the day, thatyou're doing to automate and a
lot of people when they thinkautomation, they're, really, at
first glance, they're allthey're thinking about is I just
want this business to run onits own.
Unfortunately, you know, if youwanted to do that, you have to
spend a lot of time, a lot ofenergy, building the foundation
(08:25):
you have to spend a lot of time,a lot of energy, building the
foundation.
Speaker 1 (08:27):
Absolutely, and to your point, finding those
bottlenecks and seeing if AI canhelp you automate those, I
think is a great, great adviceto anyone.
Okay, so AI is everywhere.
It's all the buzz right.
So what are the smartest, mostpractical ways to use AI and
marketing right now?
Speaker 2 (08:46):
most practical ways to use AI and marketing right
now.
So the first thing, once again,is knowing that AI isn't just,
it's not a magical tool, youknow.
It's a strategy amplifier,right?
So if you're amplifying whatyou already doing, if you're
using it to you know, basically,I mean you can, but if you're
doing it it doesn't have yournatural voice, it doesn't have
your natural business sense,right?
(09:06):
Right, and things could gowrong.
Trust me, if you put anythinginto ChatGPT and you don't check
it, you'd be in trouble.
So, that being said, don't jumpinto blindly without knowing
what kind of outcome you'retrying to produce and what kind
of AI software.
I mean, there's a gazillion.
That's not even.
I think that's a, that's a word.
Speaker 1 (09:27):
There's more coming out each day than I could count
for sure.
Speaker 2 (09:31):
And some of them are identical to others, but some of
them really cool, Right?
But a lot of them are imperfect.
You know, almost every one ofthem is actually imperfect.
It's just like training aperson.
Right, they are tools and, atthe end of the day, if you, if
you don't realize that they'retools, then you've already lost
right.
But so you have to.
First off, what am I trying toaccomplish?
(09:52):
Am I trying to write content?
Am I trying to help myself withemail marketing?
Speaker 1 (09:57):
Am.
Speaker 2 (09:57):
I trying to help me with an assistant.
Am I trying to you know I don'tknow help me with marketing and
SEO, am I trying to?
And there's, there's AI nowthat allows us to do like
audience segmentation andpredictive targeting, like where
you know.
In fact, it's funny because AIis new to us.
You know who it's not new to.
Speaker 1 (10:16):
Who.
Speaker 2 (10:17):
Google.
Speaker 1 (10:18):
Oh, absolutely, they're the ones that
spearheaded it, right.
Speaker 2 (10:20):
Google their search engine.
Their search engine was AI,right, and so you know.
Facebook, it's not new to themeither.
You know why?
Because a lot of theiralgorithms which is what it is
is artificial intelligence.
It's artificial intelligence,so you know.
Understanding that,understanding, you know.
(10:42):
What am I using this for Salesautomation Customer service
automation Right.
What issues am I using this forSales automation Customer
service automation Right.
What issues am I trying to fixright now?
Okay, and so often we look atAI, we look at the CRMs, we look
at these softwares and we'retrying to automate stuff that
hasn't had yet a foundation,which goes back again.
What is the foundation?
(11:02):
What am I trying to accomplish?
So the first step is okay,let's actually talk about our
goals.
Is it lead generation?
Is it qualifying leads?
Is it helping with show rates?
Is it Helping my salespeople?
Is it helping my customerservice?
You know customer support.
What am I trying to accomplishhere, and is it accomplishing it
(11:25):
in a way as if I had a humanbeing?
Not, you know, because a lot oftimes, a lot of people will try
to implement AI and people knowit's AI and they get mad
Instantly.
Speaker 1 (11:36):
Because it's not real , Because it's not personal
right.
So it's all about really howyou educate your AI and if it's
really optimizing what you needit to optimize right.
Speaker 2 (11:45):
And right then, and there you lose your credibility
as a business and then, onceagain, you start to go down.
You know people stop trustingyou.
Speaker 1 (11:51):
Well, 100%, and they won't refer you.
So to move to my next question,to jump off of AI for just a
second, you often say scaledoesn't mean chaos.
You mentioned it in the veryfirst part of our interview.
How do you build systems thatsupport growth and not stress?
Because I'm sure, as a teammember of yours, I'm stressed a
(12:11):
lot, but how do you support moregrowth than you do stress with
your team?
Speaker 2 (12:15):
So you know what is chaos?
Chaos is trying to do a lot ofthings at the same time.
You know, I always tell peopleand I say this a lot to my
employees what do I say?
I say one thing at a time.
Speaker 1 (12:25):
Yeah.
Speaker 2 (12:26):
One thing at a time.
So you know you want to makesure that chaos happens, but
while chaos happens becausebusiness is sometimes chaos, but
you're growing at the outcome,that is, on pace of what's going
on.
Speaker 1 (12:40):
OK.
Speaker 2 (12:40):
You're always at the outcome, that is, on pace of
what's going on.
Okay, you're always going tohave problems.
You're always going to haveproblems in business.
Your job as a business ownerand a CEO is okay.
What's the problem?
How do I find systems to solvethose problems?
Speaker 1 (12:51):
Right.
Speaker 2 (12:51):
And I think that's the key word here is systems.
Scaling is about systems, right, and so a lot of people, when
they think scale, they think ofthis automation, but I think
about systems, right, and so, uh, a lot of people, when they
think scale, they think of thisautomation, but I think systems.
What are the systems that wehave in place that will help us
elevate our business andprocesses?
Right?
right and then the a, theautomation tools, and the
software and ai.
(13:12):
They are amplifiers of thosesystems, right, and so what we
really need to do is like, inthe midst of chaos, you create
more systems to reduce the chaos, right, okay, you need to
document processes, like I mean,if people don't document things
right, how many things do Ihave documented a lot, right,
like it's.
Speaker 1 (13:31):
If we didn't have a cloud drive, it'd be scary.
Speaker 2 (13:33):
Yep.
Speaker 1 (13:34):
We document everything.
Speaker 2 (13:36):
Do we have clear roles?
Do we have repeatable workflows?
Yes, you know, as your bossright, and I'm talking to you
like you know, if I didn't havea sales process, a clear sales
process, a process of how thecustomer goes from point A to
point Z, it would be very hardfor you to sell.
Speaker 1 (13:53):
Right.
Without that framework ortemplate to base everything off
of, it would be impossible.
Speaker 2 (13:59):
And it would be even harder for me to set up
automation.
Speaker 1 (14:02):
Absolutely.
Speaker 2 (14:02):
If I didn't have those processes.
So you know, you first have tothink okay, making sure that you
have these systems in place.
Right, Because when you'rebuilding out automation, this is
what automation looks like,when you think of terms right,
as you're building it out,you're setting up rules just for
you, Like, we set up rules.
If this happens, then do this.
(14:24):
So you set up triggers.
You're setting the sametriggers when you're working
with a customer service, whenyou're working with employees.
What are you doing?
Well, if this happens, you dothis.
Well, if this situation happens, you do this.
Well, if you don't have thatwritten out, you can't expect to
set up automation.
Speaker 1 (14:42):
Absolutely so.
Are you saying in the growthphase that you need to be paying
attention to those things andmaking sure you have that
framework written out before youmove on to scale?
Speaker 2 (14:51):
You should be in love with charts and diagrams Right
Like literally mapping out.
You know, if this does this,this Honestly, if you get used
to diagrams and actuallycharting it out, that's exactly
how what happens?
You'll go into um, like thesesoftwares like hubspot, chat,
gpt and other things of thatnature.
If this happens, do this.
If this happens, do this.
And if you're mapping out thosetriggers, I mean you're
(15:12):
basically becoming a expertautomation.
It's no different.
You know, you first once againwrite it out on pen and you can
still use AI to help you.
You know, refine.
Speaker 1 (15:24):
Right, but it has to have a foundation first.
Okay, that's a great point.
So how do you know when you'reactually ready to scale?
For instance, what are some redflags that say you're not ready
to scale?
Speaker 2 (15:36):
Yeah, so that's a good question.
So if you're solving, if youkeep solving the same problem
over and over, then you're notready.
Speaker 1 (15:43):
Okay.
Speaker 2 (15:43):
So, and the reason why I put that as a topical
point here is because that meansyou haven't solved the problem
right and the system doesn'twork.
So the reason why you createsystems is for what?
Speaker 1 (15:57):
For automation.
Speaker 2 (15:59):
For automation, but it's to solve the problem
absolutely right.
And if it becomes hey, this isworking right now, becomes an
engine.
Now you can go back and look atautomation, saying, okay, let
me take a look at ai, let metake a look at my software, let
me take up my crm, uh, and nowlet me automate, because we know
it works.
You don't go into something andtry to automate something
(16:21):
because you think it's going towork.
That's not how it works.
You have to test and measure,and the only way to test and
measure is by real experience,right, right.
And then you know, scalingmagnifies everything.
So, including broken processesoh, so you don't want to magnify
those broken yes like if, ifit's, if, if you think it's a
problem now and you automatesomething that you were not
(16:42):
paying attention to, it's abigger problem, right?
Uh, when it, when it's beingautomated.
So here's some warning signs ifyou have, uh, no standard
operating procedures you know,if you don't have standard
operating procedures, don't eventhink about scaling, right?
right, because you're, you're,you're trying to scale something
that has no procedures, right?
(17:02):
Uh, if you're missed follow-upsand poor client retention, poor
client retention, I'm tellingyou right now, ai, automation,
that is not going to be your,your saving grace.
Okay, it's, you have to firstfix that problem.
Uh, bottlenecks and onboardingfulfillment, like you know,
people want, people want toautomate, but they don't know
what actually really works.
(17:23):
So here's when you know I'mready, okay, I'm ready to do
this.
Everything looks good when youhave strong demand and you have
a strong process, okay.
Speaker 1 (17:32):
Okay.
Speaker 2 (17:32):
That's number one.
Number two is do you haverepeatable results?
Is it something that theresults are repeatable,
consistently repeatable result?
Is it something that theresults are a repeatable and
it's consistent?
Now I'm saying, okay, now it'stime for me to say, okay, how do
I scale this and make thisfaster?
Okay, and then there is it.
You fix that what's broken, andnow you're ready to amplify it.
So you know it's not brokenanymore, it doesn't need repair.
(17:54):
Now I need to amplify it.
Amplifying it is make it, youknow, scalable, make it, you
know faster.
Right, it is make it, you knowscalable, make it, you know
faster.
Right, it's it's it's efficient.
Now, how?
How do we speed up the process?
Speaker 1 (18:06):
OK.
Speaker 2 (18:06):
You know, think of it .
You know what?
This is a good example.
I just came in my mind Boom,this is great.
Light bulb, light bulb.
Ok, ai and AI and automationand CRM.
Automation is the conveyor belt.
Oh, okay, now the conveyor beltdoes nothing.
Right, it's the conveyor belt,it moves the product down the
(18:27):
conveyor belt.
Okay, the conveyor belt doesnothing if the people and the
tools aren't in the right placeto build the product, to build
this demand, the product, tobuild this demand.
If you're thinking, okay, I'mjust going to build a conveyor
belt, but those, those, whateveryou're using to build the
products or the services or todeliver the product or service,
if those systems aren't in place, then you can't build a
(18:50):
conveyor belt.
Speaker 1 (18:50):
It was pointless, wasted money and time.
Right, exactly Okay, that's,that's great.
So what tell us?
Speaker 2 (18:56):
what are your favorite automation tools for
small business owners looking toscale, but scale lean, okay
yeah, so you know, obviouslywe're HubSpot partners, but
there are other CRMs out therethat do automation.
But the reason why we useHubSpot is, you know, because of
the flexibility, scalability ithas and the features that it
has.
So you know we use that.
(19:17):
We use ChatGPT.
Everybody uses ChatGPT nowadays, uses chat GPT nowadays right.
Speaker 1 (19:20):
But are you using it right?
Speaker 2 (19:22):
But are you using right?
Uh, just a shameless plug.
I'm doing a chat GPT workshopthis month.
Speaker 1 (19:26):
Yes, we are, yes, we are.
Speaker 2 (19:28):
Yes, we are so catch that Might be doing webinars
later out through the year.
I'm not sure Depends on howthis one goes, but chat GPT is
obviously changed the landscapeof AI.
Um, you know, is obviouslychange the landscape of AI.
You know there's things thatyou can do with ChatGPT, like
you know.
Basically it speaks like you,talks like you works like you?
Speaker 1 (19:45):
Yeah, teach it the tone of voice.
Speaker 2 (19:47):
Another thing, another AI that I forgot to put
on here is Motion.
You guys use Motion.
Speaker 1 (19:52):
I love Motion.
It's amazing If you haven'theard of it and you need help
scheduling your life, get itguys.
So you need help schedulingyour life.
Speaker 2 (19:59):
Get it guys.
So there's Motion.
That's basically like a taskmanagement AI.
It helps you.
I'm not very good at managingmy time, okay, so there's that.
So you got HubSpot, ChatGPT.
I mean, there's a plethora ofthem, there's a lot of them.
Speaker 1 (20:16):
There's a lot of them .
I can't even think about rightnow that you constantly stay
educated on as a marketingcompany.
I mean, I would assume youwould have to, but there are
some not to use as well.
Speaker 2 (20:23):
Absolutely, and there's some.
You got to be careful whatyou're being sold on when it
comes to AI.
A lot of them are imperfect,once again, and a lot of them
won't work with what you'retrying to accomplish.
Speaker 1 (20:34):
Right.
Speaker 2 (20:38):
And that's the problem too, is that today's age
, and this happens a lot ineverything that we do.
They make it seem easy, right,and then when you get into the
software, it's like this isn'twhat I was expecting they kind
of overpromise under deliveredRight, absolutely, and you're
locked in and you're locked inand then you're trying to, you
know, get your money back andyou can't but anyways, so really
have a strategy.
And then you know there'sintegration systems like Zapier.
(21:00):
Okay, you know, zapier is anintegration tool.
It allows you to integrate onesoftware with another or
multiple softwares, and thatthing is using AI now and it
helps you kind of map out stuff.
So there's just a ton and Imean a ton of software out there
and, uh, part of the reason whyyou need to research what
actual software is going to workfor your actual company, uh,
(21:21):
because you could easily, uh, Imean, just there's, uh, just
take a look, and just part ofone of our stories too.
But just like, uh, uh, justNuvaDesk alone, the coworking
space.
We went through three differentuh membership systems to
finally find the one thatactually will manage this
facility right and we're now.
Speaker 1 (21:38):
You seem to stay more educated on what is working for
different industries.
Since we have a plethora ofindustries now, which is going
to be, my next ask of you is doyou have any client success
stories that you really whereautomation helped them scale
smarter?
Speaker 2 (21:53):
yeah, so uh, obviously, the co-working space
is the biggest, like the biggestone that we have, because what
we did was we set up themembership system and it goes
from point A to point Z.
And how do we workflow that?
Right, so from the from theminute that they inquire on the
Web site to getting autoreminders to come to the
facility, to even showing apre-tour before the tour right,
(22:20):
so we automated that.
So it goes from one patientthere.
Right, so you can see thefacility before you come see the
facility.
That way we don't waste time,right?
Yours or ours.
Exactly, it's like is thissomething that you're looking
for or not?
Right?
And then, finally, theautomation from onboarding and
then automating that workflowfrom the customers being
onboarded.
How does that work?
(22:41):
Asking, answering thosequestions to the resource center
and how the software works,because the coworker uses a lot
of software right?
Speaker 1 (22:49):
Right, absolutely.
Speaker 2 (22:50):
In fact, if you're working and dealing with
software, you're going to needautomation.
So it brings me to the nextcustomer.
I'm not going to say who it is,but the software, right, we use
.
We actually use ai to build theresource center.
Uh, so you use chat, gpt tohelp you build out the processes
and this is, this is how youwould strategically utilize
(23:10):
artificial intelligence to helpyou.
Okay, um, so you build out, uh,use ai to build out the actual
documentation.
You use systems like scribe andtango to actually, when you
click on different steps, itwould walk you through how the
software works right and just soyou know, that alone used to
(23:32):
cost thousands of thousand.
You would pay somebody to takescreenshots and document
everything, basically SOPs forsoftware.
It would take, you know,thousands of thousands of
dollars.
And now you can use AI to helpyou do this on your own Right.
Let's see, I'm trying to thinkhere as well.
Speaker 1 (23:51):
You had a few different ones.
I know that we spoke aboutearlier, but to your point, you
really have to do the researchspoke about earlier, but, to
your point, you really have todo the research.
Speaker 2 (24:02):
Well, you know, in the smaller companies, because
we have a lot of health andwellness companies under us as
well um, show ratios were aproblem.
Well, show ratios is always aproblem, especially when it
comes to, like,appointment-based businesses.
The first thing you couldpossibly do is and you know
things like calendly and hubspotand all these things that offer
calendar systems.
They make it so easy to justfollow up and saying, hey, just
(24:24):
a reminder of your appointment,upcoming appointment.
You know it's coming up in onehour or you know 15 minutes, and
things of that nature.
Speaker 1 (24:32):
Right.
So maybe to your point on thesecond or third question I asked
you look at the programs youhave now, Look at the
bottlenecks you have and see ifthose programs already have
availability so you can optimizethose bottlenecks.
It's a great idea in my opinion.
So pretty much, Brian.
What you've kind of gone overwith us is the fact that scaling
(24:53):
can be overwhelming.
It doesn't have to be with theright automation and smart
automation be overwhelming, itdoesn't have to be with this
right, automation and smartautomation.
Speaker 2 (25:00):
Yeah, just be smart about it and and kind of like a
summary of what we're talkingabout today.
First is, you know you have tohave a foundation first, right,
um, then ai.
You know I always people whichis really are so, um, uh, eager
I would say that eager to getinto AI without having a solid
foundation and build the systemfirst, then automate it.
(25:21):
You know if that's a key phraseI think we're about to use.
Oh, we're about to use AI toedit this podcast.
I forgot about that.
We are.
But build a system, thenautomate it.
Ok, start automating where youlose time, so automate.
You know, for example, now forthis podcast, we use artificial
intelligence to help withediting, to expedite.
(25:42):
You know, obviously it getsback to the video editor and
they make sure it's correct andthey edit properly, but we, we
help expedite that which helpsus to then serve more customers,
right Cause, you know, ourdemand is high, right, and so,
because our demand is high, wehave to help our staff, to help
(26:06):
other customers.
We have to use AI to amplifystrategy, not replace it.
So you know, you're notreplacing strategy, you're
amplifying it.
And I'm going to keep on sayingthat over and over again Use
automation, use AI to amplifywhat you have, not to replace it
.
Scaling should simplify, notcomplicate.
You know, if it's complicatingyour business, you're not doing
(26:30):
it right, and then you can'tscale broken stuff because it
will shine faster than thanthose that are good, and then
just make sure that you'reyou're using the right tools.
Do your research, make sureyou're using the right tools to
automate.
So that's kind of what we wentthrough today that's awesome.
Speaker 1 (26:50):
Thank you so much for the summary run and helping us
understand how to scale withclarity.
Um, let's turn it to theaudience.
Would you like to answer a fewquestions from the?
Speaker 2 (26:59):
audience today.
Speaker 1 (27:00):
So our first question that we have on the board is
what's the best AI tool forcreating consistent social media
content that you found?
Speaker 2 (27:10):
So obviously we still use Canva, but, you know, canva
is probably our most go to.
It does have artificialintelligence in there, but we
still use ChatGPT to help uswith content writing.
Make sure they're like, and howdo we do it?
How do we scale our agency?
Because we have lots ofcustomers in different
(27:30):
industries.
It's you know, one thing thatyou have to do understand is you
have to teach.
Part of the process of socialmedia is teaching the AI how you
talk, how you speak, what youwant it to say, um, and then
ensuring that our content writeris obviously checking the
content, because chat GPT isn'tperfect, uh, so make sure it's
(27:51):
grammarly correct, um.
And then we use, you know,canva to help us with, uh, you
know, different graphic ideasand things of that nature.
Um, you know those are to helpus with.
Uh, you know different graphicideas and things of that nature.
Um, you know those.
Those are probably the besttools that I I know for a fact
that have helped a lot of peoplewith um, with their social
media, um.
one thing I will say, though um,no matter, cause I know we want
(28:12):
to scale, and it's easy to get.
It's easy to get in the mundaneof, hey, I really want to
expedite this.
Nothing is better thanauthentic content.
So one of the things that welearned was video editing
software like Opus, things ofthat nature, that help us
(28:33):
produce this, because this isauthentic, but edit it in a way
that goes onto the Internet, buton social media.
So those would be my biggestthings ChatGPT, canva, opus.
Take a look into them.
Speaker 1 (28:46):
Great one.
Social media is everythingright now right.
Speaker 2 (28:49):
Mm-hmm.
Speaker 1 (28:49):
So the second question I have on here is can
automation work forservice-based businesses
primarily, or is it mostly fore-commerce?
What?
What automation is best forwhat industry?
Speaker 2 (29:03):
automation is for every industry okay if the
system is in place right okay soyou can't automate.
It goes back to what we've beentalking about.
You know I can automate salesif I have multiple sales
documents.
How you work, I can automatethat.
I can automate training salespeople through learning
management systems and gettingthem onboarding right.
(29:25):
So things of that nature peopledidn't realize.
You know, when people think oflearning management systems,
they think of online courses.
They think absolutely so, uh,and here's something to think
about too.
Uh, because you have somecustomers that might be
interested in this.
Um, but learning managementsystems.
When, when you think oflearning management systems, you
think, and here's something tothink about too, because you
have some customers that mightbe interested in this, but
(29:45):
learning management systems?
When you think of learningmanagement systems, you think,
oh, I'm just going to sell acourse, it's going to be CEU,
you know, people are going toget credit.
You can use a learningmanagement system integrate with
the Internet system right andonboard new salespeople, oh wow.
Right, and so like if you havesales training and saying hey, I
want you to go through thiscourse for first, then we have a
sales meeting.
Wow, now you can literallyautomate your sales process.
Speaker 1 (30:06):
Ok that's great points, because actually my
third question on here was howdo I choose between hiring help
and automating a task?
Speaker 2 (30:16):
That's a good question.
I mean, we just talked aboutthat.
So the question to answer thatquestion is, once again a lot of
people are eager to replacepeople, but if you couldn't
train a person, you can't trainAI.
Speaker 1 (30:30):
Oh, that's a good point.
Speaker 2 (30:32):
And so I've seen a lot of people that you know
they'll downsize because theythink they can automate.
And what I realize is that andhere's the truth is that we see
what people don't see becausewe're managing people's social
media, and so we see the reviewscoming in, we see the comments
whether they're good or they'rebad, right and so when we see
(30:54):
bad comments, it's like, hey,you don't have a marketing
problem, you have an operationalproblem.
Speaker 1 (31:00):
Absolutely.
Speaker 2 (31:01):
And you can't scale that and you can't automate that
if you don't fix the customerservice first, right and so and
you might have a culture problemthat we can't, we can't fix it,
no matter what we do.
Speaker 1 (31:12):
Absolutely so.
Marketing and process everyoneis two very different things.
Speaker 2 (31:18):
Two very different things.
Yeah, two very different things.
Speaker 1 (31:20):
You can market, but that process it has to have a
personal touch.
Speaker 2 (31:23):
It seems like I've said this before in other
webinars and other like podcastsis you can't out market a bad
customer service or bad.
You know bad.
You know customer experienceand it's like I gave the analogy
of the gym right.
You know every trainer is goingto tell you the same thing.
You cannot outwork a bad diet,right.
(31:46):
And your business is you can'tautomate.
You can't out automate badprocesses.
Speaker 1 (31:52):
Absolutely.
And customer service, not justright now.
Speaker 2 (31:55):
I'm going to use that for an ebook later.
Hey, why not Right?
Speaker 1 (31:59):
The things you'll think about.
Well, Brian, I reallyappreciate you going through
every phase of the build, launch, grow scale methodology.
And, for our listeners outthere, if you're ready to take
your business to the next step,please go out to
AdventTrinitycom.
Schedule an appointment withour team and we'd be more than
happy to help you.
And don't be afraid, we're notleaving you forever.
(32:24):
We have a lot of upcomingguests with strategies, tools
and tips to help your businesssucceed, just as Brian did in
this series.
So until next time, we'll seeyou then.
Welcome back to Market it with Atma, where we
share the tips, tools andstrategies to help your business
be successful.
I'm your host Story and we havereached the final series
episode of the Build, launch,grow, scale series.
So welcome back everyone, andwe have again joining us Mr
Brian Acosta, ceo of AdventTrinity, to explain to us today
(00:37):
how to scale smart and how toencompass all of the new age
technology and with a marketingstrategy that is clear and
defined.
Welcome, brian.
Speaker 2 (00:46):
Thank you, thank you.
Speaker 1 (00:48):
So I think we should just jump right into the scale
phase We've gone through build,launch, grow.
Scale is important, but youcan't have it without the others
right?
Speaker 2 (00:58):
Yes, that's correct, absolutely.
Speaker 1 (00:59):
So let's go ahead and talk on the first question for
a minute, Brian.
What's the biggest mindsetshift?
Businesses need, businessowners need to scale correctly.
Speaker 2 (01:11):
Yeah.
So the biggest thing is thatyou know, when we're talking
about scale, everybody wants toget into scale phase and
everybody's anticipating, hey,you know.
But I'm just going to talk reallike as a business owner to
business owner.
Right, business doesn't go asplanned as always, right?
Speaker 1 (01:28):
I think that's always variable.
Speaker 2 (01:30):
And the thing is it sometimes takes time to get into
the scale phase right, and sowe have to put a lot of energy
in building and then launchingthe business and then growing
the business.
Those are the main three.
But scaling never actuallyworks unless there's a
foundation, and that foundation,well, it starts with with
building right.
It starts with making sure youhave the right foundation, and
(01:52):
so let me kind of give you anexample here, right Cause, um,
you have, and we'll talk aboutthis too, like we're going to
mainly talking about CRM and AIautomation.
Um, so a lot of people are likehey, I want to scale because I
want, I want to scale quickly,you know, I want, I want speed.
Right, scaling has nothing todo with speed.
Speaker 1 (02:10):
Interesting.
Speaker 2 (02:10):
Scaling has to do with stability.
Okay, so you can't scale inchaos.
A lot of people, a lot ofbusiness owners, that's what
they want to do.
They want to scale in chaos.
But, they don't know they'rescaling in chaos, right?
Yeah, I mean, they're just likeyou know.
They're like, well, there's aproblem here, there's a problem
there, right?
And the reality is you have toknow what the difference between
scaling and creating systems toyou know.
(02:32):
Ensure that things are scalable, right.
And those are two differentthings, so I'm going to give you
an example, right?
So everybody wants to use AI,everybody wants to start
utilizing these tools, andthat's great, uh, but example
one how let's just say I want to.
I want to do customer support,ai okay, how would you do that?
Speaker 1 (02:50):
um well, I would think first a chat bot I would.
I would want a chat bot torespond but what are the answers
that it's giving?
Speaker 2 (02:56):
oh, that's a good point so like and so you can be
like.
Well, you know it's justgeneric.
No, that's not how it works,right.
So you know, building is a truesupport ai.
Uh, if you look at the bigger,you know businesses out there.
They're filled with knowledgebases, they're filled with how
to's, they're filled withsupport documents, they're
(03:17):
filled with articles, they'refilled with videos.
So the ai has plenty ofresources to do.
What To refer back to?
Speaker 1 (03:24):
Right.
Speaker 2 (03:24):
And so if you don't have a foundation of support
articles, support things thathelp answer those questions?
Speaker 1 (03:31):
Your content right.
Speaker 2 (03:33):
Exactly your process, your business.
Right?
You can't train the AI andthink of the AI as one of your
employees, right?
If you can't train an employee,then how do you expect to train
an AI?
Absolutely as one of youremployees, right?
If you can't train an employee?
Speaker 1 (03:50):
then how do you expect to?
Speaker 2 (03:50):
train an AI, absolutely so, and I was gonna
say, like the same example forfor sales AI.
Okay, sales AI, do you have acell system?
Do you have cells documents?
Do you have cell scripts?
Do you have?
Once again, when people thinkof AI, it's like, oh, you know,
it's just gonna do its own thingand that's just not how it
works.
You have to train the AI.
The ai speaks how you speak,right, and the ai talks the way
you talk.
Uh, it's artificialintelligence, but what is it
(04:13):
referring to?
It's not gonna, it's not gonnafix your problems off of just
being there, right.
So there has to be that mindsetchange where, hey, before we
even think about ai, before weeven think about crm automation,
before we even think about AI,before we even think about CRM
automation, before we even thinkabout automation period or
scaling is, do we have afoundation where, hey, even if
I'm using AI or a real person,can I train that AI or person?
Speaker 1 (04:36):
That's a great point.
I didn't think of it as you'rereally.
Think of it as if you'retraining your staff.
How do you want your staff torespond and train your AI the
same way?
Is that what you're saying?
Yep, that's awesome.
So let's talk about time now.
What are the first processessomeone should automate to
reclaim time in their business?
Everyone wants mailbox money.
(04:57):
They want it to work withouthaving to pay attention to it
every single day.
So what's the first processsomeone should focus on?
Speaker 2 (05:09):
I think you first need to talk about bottlenecks,
right, and as a business owner,you need to first think of like
what an assistant look like tome, right?
There's a lot of things thatyou could do.
What does an assistant do?
Well, they call and theyconfirm appointments.
Well, you can use AI for that.
You can use automation for that.
Of course, excuse me, but youdon't have to use AI to do that.
There's plenty of CRMautomations and software
automations that allow you toautomate that as well.
(05:32):
There's calendar systems thathelp you manage your calendar.
So, just first off, bottlenecks, right.
What's bottlenecking yourbusiness?
Is it, you know, for a smallbusiness?
Is it you know?
You have leads coming in?
Are you qualifying them?
You know, back in the day wehad old systems.
(05:53):
Once again, all these softwaresare doing is piggybacking off
of systems that are already inplace.
Speaker 1 (05:59):
Okay.
Speaker 2 (06:00):
So think of a.
I used to work in a gym.
I used to work in a gym, solet's talk about the gym, okay.
So in a gym, you know, everymorning they would have us call
and confirm our appointments.
Why, like, literally physicallypick up the phone and call to.
If you schedule an appointmentfor people to tour the facility,
tour the gym, maybe, do a freeday pass, you know, get them in,
(06:23):
which still works.
You still want that personaltouch.
I wouldn't say, stop calling,but their system is in place
already now.
Where the software will, youknow, automatically email for
reminders and it willautomatically text for reminders
as well, which is funny becauseI'm pretty sure you've ran into
this when you have appointmentsand your automatic emails get
sent out and they think it'sreally us emailing them.
Speaker 1 (06:45):
Absolutely, because we've trained.
You've put the system in placeso that the automation talks
like I would talk and behave.
Speaker 2 (06:53):
And it's funny because they're like, oh yeah,
he's actually confirming and soI have to reply back.
So they'll reply back to theemail, not knowing and I'm glad
because you know if there's aproblem.
I do want to know if I have torespond back, but that's not
really me.
That's the automation in place.
Right, you know you have topre-frame sales calls.
There's things that you can dothat allow you to take step by
(07:17):
step, maybe how to's or, youknow, setting up the expectation
of a sales call which will helpyou boost your show rates.
You know, for e-commerce it's.
So let's go into, like retailright, e-commerce does this, and
they've been doing this with AIand without AI Before AI
existed.
They still do this, which isthe abandoned cart methodology.
Right, if somebody putssomething in their cart, Amazon
(07:40):
does this a lot too.
Speaker 1 (07:41):
They still do it.
Speaker 2 (07:41):
Yes, yes, oh my God, they beat up my emails when I'm
like I just want to put it in mycar, I want to put it in my car
so I don't forget.
But then I get emails I'm like,hey, you have something in your
car, hello, right, and so justautomated reminders to close the
(08:01):
sale.
At the end of the day, thatyou're doing to automate and a
lot of people when they thinkautomation, they're, really, at
first glance, they're allthey're thinking about is I just
want this business to run onits own.
Unfortunately, you know, if youwanted to do that, you have to
spend a lot of time, a lot ofenergy, building the foundation
(08:25):
you have to spend a lot of time,a lot of energy, building the
foundation.
Speaker 1 (08:27):
Absolutely, and to your point, finding those
bottlenecks and seeing if AI canhelp you automate those, I
think is a great, great adviceto anyone.
Okay, so AI is everywhere.
It's all the buzz right.
So what are the smartest, mostpractical ways to use AI and
marketing right now?
Speaker 2 (08:46):
most practical ways to use AI and marketing right
now.
So the first thing, once again,is knowing that AI isn't just,
it's not a magical tool, youknow.
It's a strategy amplifier,right?
So if you're amplifying whatyou already doing, if you're
using it to you know, basically,I mean you can, but if you're
doing it it doesn't have yournatural voice, it doesn't have
your natural business sense,right?
(09:06):
Right, and things could gowrong.
Trust me, if you put anythinginto ChatGPT and you don't check
it, you'd be in trouble.
So, that being said, don't jumpinto blindly without knowing
what kind of outcome you'retrying to produce and what kind
of AI software.
I mean, there's a gazillion.
That's not even.
I think that's a, that's a word.
Speaker 1 (09:27):
There's more coming out each day than I could count
for sure.
Speaker 2 (09:31):
And some of them are identical to others, but some of
them really cool, Right?
But a lot of them are imperfect.
You know, almost every one ofthem is actually imperfect.
It's just like training aperson.
Right, they are tools and, atthe end of the day, if you, if
you don't realize that they'retools, then you've already lost
right.
But so you have to.
First off, what am I trying toaccomplish?
(09:52):
Am I trying to write content?
Am I trying to help myself withemail marketing?
Speaker 1 (09:57):
Am.
Speaker 2 (09:57):
I trying to help me with an assistant.
Am I trying to you know I don'tknow help me with marketing and
SEO, am I trying to?
And there's, there's AI nowthat allows us to do like
audience segmentation andpredictive targeting, like where
you know.
In fact, it's funny because AIis new to us.
You know who it's not new to.
Speaker 1 (10:16):
Who.
Speaker 2 (10:17):
Google.
Speaker 1 (10:18):
Oh, absolutely, they're the ones that
spearheaded it, right.
Speaker 2 (10:20):
Google their search engine.
Their search engine was AI,right, and so you know.
Facebook, it's not new to themeither.
You know why?
Because a lot of theiralgorithms which is what it is
is artificial intelligence.
It's artificial intelligence,so you know.
Understanding that,understanding, you know.
(10:42):
What am I using this for Salesautomation Customer service
automation Right.
What issues am I using this forSales automation Customer
service automation Right.
What issues am I trying to fixright now?
Okay, and so often we look atAI, we look at the CRMs, we look
at these softwares and we'retrying to automate stuff that
hasn't had yet a foundation,which goes back again.
What is the foundation?
(11:02):
What am I trying to accomplish?
So the first step is okay,let's actually talk about our
goals.
Is it lead generation?
Is it qualifying leads?
Is it helping with show rates?
Is it Helping my salespeople?
Is it helping my customerservice?
You know customer support.
What am I trying to accomplishhere, and is it accomplishing it
(11:25):
in a way as if I had a humanbeing?
Not, you know, because a lot oftimes, a lot of people will try
to implement AI and people knowit's AI and they get mad
Instantly.
Speaker 1 (11:36):
Because it's not real , Because it's not personal
right.
So it's all about really howyou educate your AI and if it's
really optimizing what you needit to optimize right.
Speaker 2 (11:45):
And right then, and there you lose your credibility
as a business and then, onceagain, you start to go down.
You know people stop trustingyou.
Speaker 1 (11:51):
Well, 100%, and they won't refer you.
So to move to my next question,to jump off of AI for just a
second, you often say scaledoesn't mean chaos.
You mentioned it in the veryfirst part of our interview.
How do you build systems thatsupport growth and not stress?
Because I'm sure, as a teammember of yours, I'm stressed a
(12:11):
lot, but how do you support moregrowth than you do stress with
your team?
Speaker 2 (12:15):
So you know what is chaos?
Chaos is trying to do a lot ofthings at the same time.
You know, I always tell peopleand I say this a lot to my
employees what do I say?
I say one thing at a time.
Speaker 1 (12:25):
Yeah.
Speaker 2 (12:26):
One thing at a time.
So you know you want to makesure that chaos happens, but
while chaos happens becausebusiness is sometimes chaos, but
you're growing at the outcome,that is, on pace of what's going
on.
Speaker 1 (12:40):
OK.
Speaker 2 (12:40):
You're always at the outcome, that is, on pace of
what's going on.
Okay, you're always going tohave problems.
You're always going to haveproblems in business.
Your job as a business ownerand a CEO is okay.
What's the problem?
How do I find systems to solvethose problems?
Speaker 1 (12:51):
Right.
Speaker 2 (12:51):
And I think that's the key word here is systems.
Scaling is about systems, right, and so a lot of people, when
they think scale, they think ofthis automation, but I think
about systems, right, and so, uh, a lot of people, when they
think scale, they think of thisautomation, but I think systems.
What are the systems that wehave in place that will help us
elevate our business andprocesses?
Right?
right and then the a, theautomation tools, and the
software and ai.
(13:12):
They are amplifiers of thosesystems, right, and so what we
really need to do is like, inthe midst of chaos, you create
more systems to reduce the chaos, right, okay, you need to
document processes, like I mean,if people don't document things
right, how many things do Ihave documented a lot, right,
like it's.
Speaker 1 (13:31):
If we didn't have a cloud drive, it'd be scary.
Speaker 2 (13:33):
Yep.
Speaker 1 (13:34):
We document everything.
Speaker 2 (13:36):
Do we have clear roles?
Do we have repeatable workflows?
Yes, you know, as your bossright, and I'm talking to you
like you know, if I didn't havea sales process, a clear sales
process, a process of how thecustomer goes from point A to
point Z, it would be very hardfor you to sell.
Speaker 1 (13:53):
Right.
Without that framework ortemplate to base everything off
of, it would be impossible.
Speaker 2 (13:59):
And it would be even harder for me to set up
automation.
Speaker 1 (14:02):
Absolutely.
Speaker 2 (14:02):
If I didn't have those processes.
So you know, you first have tothink okay, making sure that you
have these systems in place.
Right, Because when you'rebuilding out automation, this is
what automation looks like,when you think of terms right,
as you're building it out,you're setting up rules just for
you, Like, we set up rules.
If this happens, then do this.
(14:24):
So you set up triggers.
You're setting the sametriggers when you're working
with a customer service, whenyou're working with employees.
What are you doing?
Well, if this happens, you dothis.
Well, if this situation happens, you do this.
Well, if you don't have thatwritten out, you can't expect to
set up automation.
Speaker 1 (14:42):
Absolutely so.
Are you saying in the growthphase that you need to be paying
attention to those things andmaking sure you have that
framework written out before youmove on to scale?
Speaker 2 (14:51):
You should be in love with charts and diagrams Right
Like literally mapping out.
You know, if this does this,this Honestly, if you get used
to diagrams and actuallycharting it out, that's exactly
how what happens?
You'll go into um, like thesesoftwares like hubspot, chat,
gpt and other things of thatnature.
If this happens, do this.
If this happens, do this.
And if you're mapping out thosetriggers, I mean you're
(15:12):
basically becoming a expertautomation.
It's no different.
You know, you first once againwrite it out on pen and you can
still use AI to help you.
You know, refine.
Speaker 1 (15:24):
Right, but it has to have a foundation first.
Okay, that's a great point.
So how do you know when you'reactually ready to scale?
For instance, what are some redflags that say you're not ready
to scale?
Speaker 2 (15:36):
Yeah, so that's a good question.
So if you're solving, if youkeep solving the same problem
over and over, then you're notready.
Speaker 1 (15:43):
Okay.
Speaker 2 (15:43):
So, and the reason why I put that as a topical
point here is because that meansyou haven't solved the problem
right and the system doesn'twork.
So the reason why you createsystems is for what?
Speaker 1 (15:57):
For automation.
Speaker 2 (15:59):
For automation, but it's to solve the problem
absolutely right.
And if it becomes hey, this isworking right now, becomes an
engine.
Now you can go back and look atautomation, saying, okay, let
me take a look at ai, let metake a look at my software, let
me take up my crm, uh, and nowlet me automate, because we know
it works.
You don't go into something andtry to automate something
(16:21):
because you think it's going towork.
That's not how it works.
You have to test and measure,and the only way to test and
measure is by real experience,right, right.
And then you know, scalingmagnifies everything.
So, including broken processesoh, so you don't want to magnify
those broken yes like if, ifit's, if, if you think it's a
problem now and you automatesomething that you were not
(16:42):
paying attention to, it's abigger problem, right?
Uh, when it, when it's beingautomated.
So here's some warning signs ifyou have, uh, no standard
operating procedures you know,if you don't have standard
operating procedures, don't eventhink about scaling, right?
right, because you're, you're,you're trying to scale something
that has no procedures, right?
(17:02):
Uh, if you're missed follow-upsand poor client retention, poor
client retention, I'm tellingyou right now, ai, automation,
that is not going to be your,your saving grace.
Okay, it's, you have to firstfix that problem.
Uh, bottlenecks and onboardingfulfillment, like you know,
people want, people want toautomate, but they don't know
what actually really works.
(17:23):
So here's when you know I'mready, okay, I'm ready to do
this.
Everything looks good when youhave strong demand and you have
a strong process, okay.
Speaker 1 (17:32):
Okay.
Speaker 2 (17:32):
That's number one.
Number two is do you haverepeatable results?
Is it something that theresults are repeatable,
consistently repeatable result?
Is it something that theresults are a repeatable and
it's consistent?
Now I'm saying, okay, now it'stime for me to say, okay, how do
I scale this and make thisfaster?
Okay, and then there is it.
You fix that what's broken, andnow you're ready to amplify it.
So you know it's not brokenanymore, it doesn't need repair.
(17:54):
Now I need to amplify it.
Amplifying it is make it, youknow, scalable, make it, you
know faster.
Right, it is make it, you knowscalable, make it, you know
faster.
Right, it's it's it's efficient.
Now, how?
How do we speed up the process?
Speaker 1 (18:06):
OK.
Speaker 2 (18:06):
You know, think of it .
You know what?
This is a good example.
I just came in my mind Boom,this is great.
Light bulb, light bulb.
Ok, ai and AI and automationand CRM.
Automation is the conveyor belt.
Oh, okay, now the conveyor beltdoes nothing.
Right, it's the conveyor belt,it moves the product down the
(18:27):
conveyor belt.
Okay, the conveyor belt doesnothing if the people and the
tools aren't in the right placeto build the product, to build
this demand, the product, tobuild this demand.
If you're thinking, okay, I'mjust going to build a conveyor
belt, but those, those, whateveryou're using to build the
products or the services or todeliver the product or service,
if those systems aren't in place, then you can't build a
(18:50):
conveyor belt.
Speaker 1 (18:50):
It was pointless, wasted money and time.
Right, exactly Okay, that's,that's great.
So what tell us?
Speaker 2 (18:56):
what are your favorite automation tools for
small business owners looking toscale, but scale lean, okay
yeah, so you know, obviouslywe're HubSpot partners, but
there are other CRMs out therethat do automation.
But the reason why we useHubSpot is, you know, because of
the flexibility, scalability ithas and the features that it
has.
So you know we use that.
(19:17):
We use ChatGPT.
Everybody uses ChatGPT nowadays, uses chat GPT nowadays right.
Speaker 1 (19:20):
But are you using it right?
Speaker 2 (19:22):
But are you using right?
Uh, just a shameless plug.
I'm doing a chat GPT workshopthis month.
Speaker 1 (19:26):
Yes, we are, yes, we are.
Speaker 2 (19:28):
Yes, we are so catch that Might be doing webinars
later out through the year.
I'm not sure Depends on howthis one goes, but chat GPT is
obviously changed the landscapeof AI.
Um, you know, is obviouslychange the landscape of AI.
You know there's things thatyou can do with ChatGPT, like
you know.
Basically it speaks like you,talks like you works like you?
Speaker 1 (19:45):
Yeah, teach it the tone of voice.
Speaker 2 (19:47):
Another thing, another AI that I forgot to put
on here is Motion.
You guys use Motion.
Speaker 1 (19:52):
I love Motion.
It's amazing If you haven'theard of it and you need help
scheduling your life, get itguys.
So you need help schedulingyour life.
Speaker 2 (19:59):
Get it guys.
So there's Motion.
That's basically like a taskmanagement AI.
It helps you.
I'm not very good at managingmy time, okay, so there's that.
So you got HubSpot, ChatGPT.
I mean, there's a plethora ofthem, there's a lot of them.
Speaker 1 (20:16):
There's a lot of them .
I can't even think about rightnow that you constantly stay
educated on as a marketingcompany.
I mean, I would assume youwould have to, but there are
some not to use as well.
Speaker 2 (20:23):
Absolutely, and there's some.
You got to be careful whatyou're being sold on when it
comes to AI.
A lot of them are imperfect,once again, and a lot of them
won't work with what you'retrying to accomplish.
Speaker 1 (20:34):
Right.
Speaker 2 (20:38):
And that's the problem too, is that today's age
, and this happens a lot ineverything that we do.
They make it seem easy, right,and then when you get into the
software, it's like this isn'twhat I was expecting they kind
of overpromise under deliveredRight, absolutely, and you're
locked in and you're locked inand then you're trying to, you
know, get your money back andyou can't but anyways, so really
have a strategy.
And then you know there'sintegration systems like Zapier.
(21:00):
Okay, you know, zapier is anintegration tool.
It allows you to integrate onesoftware with another or
multiple softwares, and thatthing is using AI now and it
helps you kind of map out stuff.
So there's just a ton and Imean a ton of software out there
and, uh, part of the reason whyyou need to research what
actual software is going to workfor your actual company, uh,
(21:21):
because you could easily, uh, Imean, just there's, uh, just
take a look, and just part ofone of our stories too.
But just like, uh, uh, justNuvaDesk alone, the coworking
space.
We went through three differentuh membership systems to
finally find the one thatactually will manage this
facility right and we're now.
Speaker 1 (21:38):
You seem to stay more educated on what is working for
different industries.
Since we have a plethora ofindustries now, which is going
to be, my next ask of you is doyou have any client success
stories that you really whereautomation helped them scale
smarter?
Speaker 2 (21:53):
yeah, so uh, obviously, the co-working space
is the biggest, like the biggestone that we have, because what
we did was we set up themembership system and it goes
from point A to point Z.
And how do we workflow that?
Right, so from the from theminute that they inquire on the
Web site to getting autoreminders to come to the
facility, to even showing apre-tour before the tour right,
(22:20):
so we automated that.
So it goes from one patientthere.
Right, so you can see thefacility before you come see the
facility.
That way we don't waste time,right?
Yours or ours.
Exactly, it's like is thissomething that you're looking
for or not?
Right?
And then, finally, theautomation from onboarding and
then automating that workflowfrom the customers being
onboarded.
How does that work?
(22:41):
Asking, answering thosequestions to the resource center
and how the software works,because the coworker uses a lot
of software right?
Speaker 1 (22:49):
Right, absolutely.
Speaker 2 (22:50):
In fact, if you're working and dealing with
software, you're going to needautomation.
So it brings me to the nextcustomer.
I'm not going to say who it is,but the software, right, we use
.
We actually use ai to build theresource center.
Uh, so you use chat, gpt tohelp you build out the processes
and this is, this is how youwould strategically utilize
(23:10):
artificial intelligence to helpyou.
Okay, um, so you build out, uh,use ai to build out the actual
documentation.
You use systems like scribe andtango to actually, when you
click on different steps, itwould walk you through how the
software works right and just soyou know, that alone used to
(23:32):
cost thousands of thousand.
You would pay somebody to takescreenshots and document
everything, basically SOPs forsoftware.
It would take, you know,thousands of thousands of
dollars.
And now you can use AI to helpyou do this on your own Right.
Let's see, I'm trying to thinkhere as well.
Speaker 1 (23:51):
You had a few different ones.
I know that we spoke aboutearlier, but to your point, you
really have to do the researchspoke about earlier, but, to
your point, you really have todo the research.
Speaker 2 (24:02):
Well, you know, in the smaller companies, because
we have a lot of health andwellness companies under us as
well um, show ratios were aproblem.
Well, show ratios is always aproblem, especially when it
comes to, like,appointment-based businesses.
The first thing you couldpossibly do is and you know
things like calendly and hubspotand all these things that offer
calendar systems.
They make it so easy to justfollow up and saying, hey, just
(24:24):
a reminder of your appointment,upcoming appointment.
You know it's coming up in onehour or you know 15 minutes, and
things of that nature.
Speaker 1 (24:32):
Right.
So maybe to your point on thesecond or third question I asked
you look at the programs youhave now, Look at the
bottlenecks you have and see ifthose programs already have
availability so you can optimizethose bottlenecks.
It's a great idea in my opinion.
So pretty much, Brian.
What you've kind of gone overwith us is the fact that scaling
(24:53):
can be overwhelming.
It doesn't have to be with theright automation and smart
automation be overwhelming, itdoesn't have to be with this
right, automation and smartautomation.
Speaker 2 (25:00):
Yeah, just be smart about it and and kind of like a
summary of what we're talkingabout today.
First is, you know you have tohave a foundation first, right,
um, then ai.
You know I always people whichis really are so, um, uh, eager
I would say that eager to getinto AI without having a solid
foundation and build the systemfirst, then automate it.
(25:21):
You know if that's a key phraseI think we're about to use.
Oh, we're about to use AI toedit this podcast.
I forgot about that.
We are.
But build a system, thenautomate it.
Ok, start automating where youlose time, so automate.
You know, for example, now forthis podcast, we use artificial
intelligence to help withediting, to expedite.
(25:42):
You know, obviously it getsback to the video editor and
they make sure it's correct andthey edit properly, but we, we
help expedite that which helpsus to then serve more customers,
right Cause, you know, ourdemand is high, right, and so,
because our demand is high, wehave to help our staff, to help
(26:06):
other customers.
We have to use AI to amplifystrategy, not replace it.
So you know, you're notreplacing strategy, you're
amplifying it.
And I'm going to keep on sayingthat over and over again Use
automation, use AI to amplifywhat you have, not to replace it
.
Scaling should simplify, notcomplicate.
You know, if it's complicatingyour business, you're not doing
(26:30):
it right, and then you can'tscale broken stuff because it
will shine faster than thanthose that are good, and then
just make sure that you'reyou're using the right tools.
Do your research, make sureyou're using the right tools to
automate.
So that's kind of what we wentthrough today that's awesome.
Speaker 1 (26:50):
Thank you so much for the summary run and helping us
understand how to scale withclarity.
Um, let's turn it to theaudience.
Would you like to answer a fewquestions from the?
Speaker 2 (26:59):
audience today.
Speaker 1 (27:00):
So our first question that we have on the board is
what's the best AI tool forcreating consistent social media
content that you found?
Speaker 2 (27:10):
So obviously we still use Canva, but, you know, canva
is probably our most go to.
It does have artificialintelligence in there, but we
still use ChatGPT to help uswith content writing.
Make sure they're like, and howdo we do it?
How do we scale our agency?
Because we have lots ofcustomers in different
(27:30):
industries.
It's you know, one thing thatyou have to do understand is you
have to teach.
Part of the process of socialmedia is teaching the AI how you
talk, how you speak, what youwant it to say, um, and then
ensuring that our content writeris obviously checking the
content, because chat GPT isn'tperfect, uh, so make sure it's
(27:51):
grammarly correct, um.
And then we use, you know,canva to help us with, uh, you
know, different graphic ideasand things of that nature.
Um, you know those are to helpus with.
Uh, you know different graphicideas and things of that nature.
Um, you know those.
Those are probably the besttools that I I know for a fact
that have helped a lot of peoplewith um, with their social
media, um.
one thing I will say, though um,no matter, cause I know we want
(28:12):
to scale, and it's easy to get.
It's easy to get in the mundaneof, hey, I really want to
expedite this.
Nothing is better thanauthentic content.
So one of the things that welearned was video editing
software like Opus, things ofthat nature, that help us
(28:33):
produce this, because this isauthentic, but edit it in a way
that goes onto the Internet, buton social media.
So those would be my biggestthings ChatGPT, canva, opus.
Take a look into them.
Speaker 1 (28:46):
Great one.
Social media is everythingright now right.
Speaker 2 (28:49):
Mm-hmm.
Speaker 1 (28:49):
So the second question I have on here is can
automation work forservice-based businesses
primarily, or is it mostly fore-commerce?
What?
What automation is best forwhat industry?
Speaker 2 (29:03):
automation is for every industry okay if the
system is in place right okay soyou can't automate.
It goes back to what we've beentalking about.
You know I can automate salesif I have multiple sales
documents.
How you work, I can automatethat.
I can automate training salespeople through learning
management systems and gettingthem onboarding right.
(29:25):
So things of that nature peopledidn't realize.
You know, when people think oflearning management systems,
they think of online courses.
They think absolutely so, uh,and here's something to think
about too.
Uh, because you have somecustomers that might be
interested in this.
Um, but learning managementsystems.
When, when you think oflearning management systems, you
think, and here's something tothink about too, because you
have some customers that mightbe interested in this, but
(29:45):
learning management systems?
When you think of learningmanagement systems, you think,
oh, I'm just going to sell acourse, it's going to be CEU,
you know, people are going toget credit.
You can use a learningmanagement system integrate with
the Internet system right andonboard new salespeople, oh wow.
Right, and so like if you havesales training and saying hey, I
want you to go through thiscourse for first, then we have a
sales meeting.
Wow, now you can literallyautomate your sales process.
Speaker 1 (30:06):
Ok that's great points, because actually my
third question on here was howdo I choose between hiring help
and automating a task?
Speaker 2 (30:16):
That's a good question.
I mean, we just talked aboutthat.
So the question to answer thatquestion is, once again a lot of
people are eager to replacepeople, but if you couldn't
train a person, you can't trainAI.
Speaker 1 (30:30):
Oh, that's a good point.
Speaker 2 (30:32):
And so I've seen a lot of people that you know
they'll downsize because theythink they can automate.
And what I realize is that andhere's the truth is that we see
what people don't see becausewe're managing people's social
media, and so we see the reviewscoming in, we see the comments
whether they're good or they'rebad, right and so when we see
(30:54):
bad comments, it's like, hey,you don't have a marketing
problem, you have an operationalproblem.
Speaker 1 (31:00):
Absolutely.
Speaker 2 (31:01):
And you can't scale that and you can't automate that
if you don't fix the customerservice first, right and so and
you might have a culture problemthat we can't, we can't fix it,
no matter what we do.
Speaker 1 (31:12):
Absolutely so.
Marketing and process everyoneis two very different things.
Speaker 2 (31:18):
Two very different things.
Yeah, two very different things.
Speaker 1 (31:20):
You can market, but that process it has to have a
personal touch.
Speaker 2 (31:23):
It seems like I've said this before in other
webinars and other like podcastsis you can't out market a bad
customer service or bad.
You know bad.
You know customer experienceand it's like I gave the analogy
of the gym right.
You know every trainer is goingto tell you the same thing.
You cannot outwork a bad diet,right.
(31:46):
And your business is you can'tautomate.
You can't out automate badprocesses.
Speaker 1 (31:52):
Absolutely.
And customer service, not justright now.
Speaker 2 (31:55):
I'm going to use that for an ebook later.
Hey, why not Right?
Speaker 1 (31:59):
The things you'll think about.
Well, Brian, I reallyappreciate you going through
every phase of the build, launch, grow scale methodology.
And, for our listeners outthere, if you're ready to take
your business to the next step,please go out to
AdventTrinitycom.
Schedule an appointment withour team and we'd be more than
happy to help you.
And don't be afraid, we're notleaving you forever.
(32:24):
We have a lot of upcomingguests with strategies, tools
and tips to help your businesssucceed, just as Brian did in
this series.
So until next time, we'll seeyou then.
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