No one cares about your process (initially)!

I'm building a pool in my backyard.

I'm not actually doing anything, to be honest. I'm letting others do all the work. That's my secret.

But when I asked a vendor to come over and scope the project out for me, I had three questions:

  • Are you the right person for the job?
  • When can you get started / how long will it take?
  • What's it going to cost me?

This was the set of questions pressing on my brain.

The other day my parents came to visit for a few days – just 13 months after we moved into our new house.

In 13 months I had been unable to clean up the set of 16 boxes outside my home office – a massive eye sore.

But when your parents are about to show up, you can get amazing amounts done.

I was able to clear it all up in a single night. (talk about motivation!)

But now I had a bunch of junk that I needed taken away.

I went online looking to set up an appointment with the Junk people to come haul it away.

I had a set of questions I was focused on:

  • Are you the right person for the job?
  • When can you get started / how long will it take?
  • What's it going to cost me?

I saw one site that suggested they were local, but I couldn't figure out if they could be at my place before noon. So I went with 1-800-got-junk.

Today I was looking at a landing page of site.

They had a big infographic, with nice animation and beautiful artwork, along with good copy, that told me all about their process.

It highlighted things like their initial meeting, along with their process for internal engineering and quality assurance, and more.

And I tried to think about the people who would hit that landing page.

You know, they would show up looking for a vendor to solve their problems.

I'm guessing they'd have three questions on the top of their mind:

  • Are you the right person for the job?
  • When can you get started / how long will it take?
  • What's it going to cost me?

So let me ask you this simple question…. Are you spending time writing all about your internal processes hoping that it will convert your prospects?

The 1-800 Junk guys were funny. Smart. And very helpful. I totally appreciated that. But it wasn't my decision criteria.

The pool guys are hard workers and seem to be getting the job done. But their work ethic wasn't my decision criteria.

That's why I say, “No one cares about your processes!”

Oh sure, eventually they will. They'll come to appreciate everything you have to bring to the table.

But it's not what will convert them. At least not in the service game.

In the service space, I think people show up with three questions.

  • Are you the right person for the job?
  • When can you get started / how long will it take?
  • What's it going to cost me?

Do you agree?

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Chris Lema
Chris Lema has been working with WordPress since 2005. Over the years he's been a blogger, a speaker at WordCamps, a coach for WordPress product companies, and the founder of the conference for WordPress business owners, called CaboPress. Today he's the VP of Products at Liquid Web, where he manages the world's first managed platform for WooCommerce stores.

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