Running an integration firm is a very busy job, with integrators required to be fluent in multiple disciplines such as audio, video, security, automation and of course lighting. Learning about the sea of products and standards in those fields is just as taxing.
Then comes the actual business operations side of running a business. Payroll, human resources, budgeting, accounting, sales, inventory, marketing, customer engagement, and more. The list goes on and on, and it can be overwhelming.
That’s why HTSA’s Fall Conference was heavy on AI and systemizing a business, with keynoter Susan Frew taking her lessons learned from helping to run her husband’s HVAC company and bringing them to the custom home integration industry.
AI Tools Make Businesses More Efficient
Since the HVAC world isn’t much different than custom home technology, the keynote and several other Frew-led sessions were among the most valuable at the buying group’s Denver-area event.
Frew, echoing many other important technologists, said AI and technology are rapidly advancing, and in 10 years we’ll see the equivalent of about 100 years of technological evolution.
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Frew’s use of AI in her business was comprehensive. She used AI tools to create budgets, marketing materials, social media posts, employee training, and creating from scratch a new side hustle to the HVAC company.
Throughout her keynote, Frew emphasized the importance of continuous learning and staying up-to-date with the latest AI advancements, sharing her experiences with tools like Notebook LLM, ChatHub, and HeyGen.
Notebook LM is a research and note-taking tool designed to help users interact with their documents and create summaries. ChatHub is a service that allows users to query multiple large language models (LLMs) at once. For example, users can prompt ChatGPT, Google Gemini, Claude, and others simultaneously and pick and choose the best generated content to use. HeyGen, meanwhile, is a video creation tool with an AI text-to-video generator that uses digital avatars to deliver video marketing content.
These tools are rapidly advancing, and Frew suggested quick adoption of AI before it’s too late. In fact, ChatGPT became one of the most used websites in history just a few months after it was made available to the public in November 2022.
“Don’t wait. Jump on this stuff right away,” Frew urged. “It’s like when you get a gift for your birthday you don’t use right away. You end up finding it three years later and throw it out.”
How AI and business tools can help systemize the business
In a separate session, Frew shared her strategies for streamlining operations and empowering employees through comprehensive systemization using some of those same AI tools. Frew emphasized the overwhelming nature of running a business, from managing customers and hiring staff to handling marketing and payroll.
Frew’s approach centers on comprehensive systemization – documenting and automating key processes to free up time and empower employees. This not only makes businesses more efficient, but also positions the company well in the event of a sale, as comprehensive systemization allows new owners to step in seamlessly.
Frew emphasized that many business owners and entrepreneurs find themselves in a constant state of overwhelm, juggling a dizzying array of responsibilities from customer management to payroll. The custom integration world is no different, with dealers often stretched thin due to a growing number of responsibilities.
Comprehensive systemization can help an owner prepare the business for a sale, making it an efficient process for a new owner to step in and use the same automated systems.
A crucial first step is identifying time-consuming, repetitive tasks that can be streamlined or delegated. Frew encouraged attendees to keep a “time suck” log for a week, noting activities like invoicing and email management that could benefit from automation or outsourcing.
Comprehensive training and documentation emerged as a central pillar of Frew’s approach. She led a collaborative workshop, guiding participants through customizable systems worksheets covering areas like customer service protocols, financial policies, and onboarding procedures.
Frew emphasized the need to create training materials that cater to different learning styles, whether visual, kinesthetic or auditory, to ensure effective knowledge transfer.
When it came to customer service, Frew stressed the importance of establishing consistent, well-documented processes. She advised against using specific employee names, instead opting for a “nameless and faceless” approach to maintain flexibility. Frew also underscored the value of empowering frontline staff to resolve issues autonomously, within set parameters.
Frew’s own experience with embezzlement highlighted the critical need for tight financial controls. She now takes a hands-on approach, reviewing reports and questioning any discrepancies, rather than delegating these responsibilities entirely. Frew encouraged attendees to designate an “AI manager” or IT specialist to stay on top of technological changes and ensure smooth implementation of new systems.
Throughout the session, Frew emphasized the importance of aligning systemization efforts with the company’s core mission, vision and values.
“If you have a really good core mission, vision, values, the rest of the things are going to fall in there easier, because you’re going to be able to say, ‘Does that go to our mission and vision? Does that align?'” she said.
AI and business process tools to help systemize your business
Here’s a list of tools that Frew suggested integrators use for various business functions:
- Trainual: A tool for documenting processes, creating training videos, and onboarding new hires.
- Zapier: Used to connect software systems like QuickBooks and automate workflows.
- Freelance platforms like Fiverr for outsourcing small projects rather than hiring full-time employees.
- Email management (Google/Microsoft): Utilizing filtering and automation features in Gmail and Outlook for managing email overload.
- CRM/Field service software (Service Titan): Centralizes customer information, job history, and photos.
- Notebook LM: A Google AI tool that can turn complicated documents like product manuals and turn them into engaging podcast-style audio.
- ChatHub: Allows access to multiple AI models like ChatGPT, LLaMA, Bing, and Anthropic’s Claude.
- Bookie.ai: An AI tool for managing finances and creating budgets.
- HeyGen: An avatar creation tool for producing influencer-style marketing videos.
- Humanizers: AI tools that edit AI-generated content to make it appear more human-written.
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