The Journey from Analog to Digital: Day 1

Introduction

Germany's economy consistently ranks among the top 5 on the world stage. This is mostly due to the large household names like Mercedes, Bosch, et al. along with the smaller albeit hyper-specialized companies known as the 'hidden champions'. However, Germany is also home to millions of Small and Medium-sized Enterprises (SMEs) which also pull their weight (see below).

Smaller still are the Micro-Small and Medium-sized Enterprises (MSMEs) which usually consist of something closer to the "mom and pop" shops we are most familiar with. While franchises are steadily becoming more popular; certain parts of Germany, especially in the former East are still facing challenges in digitalizing many aspects of their businesses.

Whether it's client/customer booking, a modern website, or payroll; the challenges are very real; as is the prospect of being "left behind" in an increasingly digital age.

My Part in the Journey

This article will be the first in a series where I describe the journey I'll be taking with my client to take their Education-based MSME from analog to digital.

The tutoring institute has served its community for over 25 years and is proud to be already tutoring its second generation of students bringing students. The institute has been so effective, that some pupils regularly travel 90+ minutes (one way) weekly to receive instruction.

Germany is not immune to the demographic and economic challenges faced by countries with increased urbanization. Smaller towns and rural areas face the same staff and budgetary constraints, especially in education. Strains in the form of teaching-staff shortages have been well-known for years.

I can't do anything about the former but I can play my part in helping small companies solve their administrative and managerial problems so they can focus on doing what they do best - In this case: tutoring their students so no child is left behind.

Approach

In the weeks and months ahead, these articles will serve as a kind of journal to document the process. For obvious reasons, I will keep certain things private, but mostly I will show you my approach to problem-solving for this business in real-time.

I happily invite comments, engagement, and discussion around my method (and madness) because I do believe in the power of collecting various perspectives to increase personal and professional growth.

Day 1

I like to begin with the end in mind, and my client's goals were clear:

• Less time spent on running the business, more time spent on delivering their service
• Automate as much of the business as possible so they have more control of their time
• Attract new talent enthusiastic about learning to help keep their standard of service

Step One: The Audit

The Audit is important because it gives you a full license to ask questions. The client hires you for results and one of the first steps towards getting them those results is by asking questions to assess how they got to where they are in the first place.

The difference between the answers the clients give you and the result they want to achieve is the first ground you have to break to begin delivering the promised result.

With this present client, for example, it was clear to them that they needed to digitize and automate very time-consuming tasks like enrollment, finances, and scheduling. Like many MSMEs, these processes are frequently done by either just one other person or the owner himself/herself. The latter is the case for my client. However, change can be hard (even when you know it's necessary). Fear of the unknown affects the best of us and your client may have been burned in an experience that has left them resistant to change. That is your cue to listen! Moreover, use this technique to help them past the trauma and get on board with letting you co-pilot.

Achieve an overview of the tasks desired by the client - sit there and physically write down the goals with the client. Yes; on PAPER*. DO IT. You are doing this for them as much as yourself. Distraction is where businesses go to die. Your client is outsourcing the focus they do not have. It is your responsibility to keep them alert and focused on the job at hand. You should do this together at least once a week and happily cross out the tasks and subtasks as they are complete. *(The first time should be done on paper, the other times can be typed up or placed on a PMS but the emphasis here is on tracking. You can't change what you can't measure.

Get the client to prioritize them - This part is critical. Let the client set their top priority; however, these must be aligned with the end goals. This is why you should never start before you’ve had a lengthy conversation with the client and have heard (directly from them) what their goals are exactly.

Manage expectations - Trust is everything and your client must trust you if you are going to deliver on your service promise to help them. One of the most effective ways to do this is by managing their expectations for what can be done in a given time window or sprint. This is why it is so important to let THEM prioritize the tasks and why you should also only start 2 or three at a time (max). Remember - FOCUS!

Clarify next steps - It would also help if the tasks are related. For example; two of the top 3 priorities for my client are a digitized scheduling and enrollment solution and a new website. It makes sense that these two be worked out simultaneously because one hand washes the other. The present registration process is done completely manually with appointments and waiting times at the beginning of the school year. A digital scheduling system integrated into a fresh new website would be welcomed by everyone.

Get bilateral commitment - Working with SMEs and MSMEs is a high-stakes, high-payoff game. Resources are already limited and there is little margin for error. But if you get it right, it can truly make all the difference. This requires consistent buy-in from your client. Once the goals have been prioritized and the next steps are clear, you want to get verbal commitments from your clients that they are ready to invest in whatever tools you evaluate (together) will work best for achieving the goals.

Priority Nr. 1: Scheduling

As mentioned above, this client and I decided that a digital scheduling tool would be the first priority. I researched about half a dozen scheduling tools and decided on two to start with given their explicit features like user-friendliness, flexibility, and price point.

Possible Tools*

• TimeTabler
• Docendo

*I do not have endorsements or relationships to any of these tools.

You then want to set time aside to use each tool and have a summary ready for your next client meeting. This should not take longer than a week, depending on your working arrangement.

ALWAYS remember, you are NOT finding a solution for YOU. What works for YOU might not work for your client. Vet your solutions through the eyes of your client and their team if they have one. If they cannot operate the solution without you, you've failed.

Final Word for Day 1

Deep Listening

Asking and listening also help you discover and address your clients' perspectives. Their behavior is informed by their perception of what is going on. The sooner you figure out their perception, the sooner you can address it.

Most people run away from pain or towards pleasure. Asking and listening help you find out where your client's tendencies lie and how to help them make the changes to achieve their goal. Is your client motivated by avoiding conflict? Are they motivated by regaining their time? Find out!

Summary of Insights

1. Get crystal clear on your goals.
2. Transitions are unpredictable. Unpredictability can cause anxiety. Your job is to alleviate the anxiety with transparency and trust.
3. There will be “in-between” steps for every big step you want to achieve with your client. This is why understanding their reasoning for doing what they do is so important. When fear strikes (and it will), you remind them of their motivators.
4. Manage Expectations
5. Get a verbal commitment.
6. Step and repeat until you start seeing some results.

Stay tuned for more insights on the days, weeks, and months ahead!