How Showing Your Process Makes it Easier for Clients to Buy

Systems Aren’t Just for Making Fries

If you want a business that runs smoothly, profitably, and mostly without you – you need systems.

At W5, we say: systems run the business, people run the systems, and you lead the people.

A common objection we hear is:

“But every project we do is different! We can’t systematize it like McDonald’s does with fries.”

Fair point.

You’re not selling fries.

You’re doing high-value, custom work.

Every job is unique.

But here’s the thing:

The more custom your service is, the more important it is to have a system.

Not a system that churns out identical results.

A system that helps your clients understand how you work, what to expect, and why it’s worth it.

Here’s why:

Custom Work Is Hard to Buy

When you sell professional services — strategy, design, custom construction, coaching, consulting — most of your prospects:

• Don’t know how to think about what you do
• Don’t know what to ask
• Don’t know what’s included or what it costs
• Don’t know how to compare you to someone else

In other words: your work is hard to buy.

And that’s where a process comes in.

When you clearly explain the steps you take your clients through and show how each one adds value, people can finally say, “Ah, I get it.”

Delivering Custom Services? Show Your Process!

Take Clay Construction (not our client, just a great example).

They build custom homes. No two projects are the same.

The details change on every project: different clients, different designs, different budgets.

But their process for working with clients is the same every time:

1. Initial Consultation: Get to know each other
2. Feasibility Phase: Explore what’s possible
3. Permit Phase: Collaborate with the architect and trades
4. Construction Planning: Finalize details and budget
5. Build: Break ground and manage the build
6. Post-Construction: Final walkthrough, service & warranty

Every step is explained in plain English on his website.

Clients know what’s going to happen, what their role is, and what comes next.

It builds trust.

It communicates value.

And it shows they’ve done this before.

That’s what your process should do.

You don’t need to do every project the same way. But you do need to guide every client through the same structure.

When You Show Your Process, You Make It Easier for Clients to Say “Yes”

If your work is custom, your process is your product.

It’s what clients buy.

It’s what they experience.

And it’s what sets you apart.

Create a clear process that:

• Helps clients know what to expect
• Positions you as a pro
• Builds trust
• Adds structure to your work
• Makes it easier for clients to say “yes”

When you show it — clearly, confidently, and step-by-step — people stop feeling confused… and start feeling confident.

Confident that you’re the right person.

Confident that you’ve got a plan.

Confident that you’ll take care of them.

And Bonus: It Makes Your Business Run Better, Too

Even if you only created your process to help clients understand what they’re buying, it will still make your business better.

• It’s easier to train your team
• You spend less time explaining things
• You deliver work more consistently
• And you free yourself from having to run every project personally

Because when your process is the backbone of your business, you get more freedom and a more scalable business.

If you’d like some help building a business that runs smoothly, profitably, and (mostly) without you, book 15 minutes to talk about coaching here: Book a Call with John