Ask an Expert: Here's how to make money while you sleep

— -- Q: We are in the fortunate position where revenues in our business have been steady for the past few years, despite the ups and downs of the economy. Our problem is that that we don't seem to have the manpower to really take it to the next level, and I refuse to go into debt to do it. So what now? — Michael

A: There are plenty of reasons why this is a great time to be in business for yourself, take your pick:

• Inexpensive marketing options abound — everything from social media to pay-per-click are possibilities

• The ability to work anytime, anywhere ( a double edged sword to be sure!)

• More markets than ever

But for today, let's avoid these usual suspects and look at something different, something that any small business can use to grow, right here, right now:

Software automation.

Because of technology, because of computers and software and the Internet, it is easier than ever to automate tasks both simple and complex, tasks that you would either have to spend time doing or that may not get done because they slip through the cracks. And when they don't slip through the cracks because some cool software is doing them for you, you then are more professional, have more time, are more effective, and your business will grow as a result.

Specifically, what I am talking about is automating your most time consuming and basic (and sometimes not-so-basic) functions: email follow-ups, sales leads follow-ups, customer relationship management, invoicing and the like. Imagine if those things were automatic, what would that do to your business?

It radically changed Charles Mack Jr.'s business for the better, that's for sure. Mack owns a very successful business outside of Washington D.C., VIP Auto Appearance. His father started the company some 25 years ago out of the trunk of his car and it has since grown into a business with eight employees and 3,000 customers. So how does the son, who now runs the business, keep things moving and continue to grow?

Automation.

"My business changed on August 7, 2007," Mack told me. That surprised me. How did he know the specific date? "I remember it because it was so important. That was the day we got some software and started automating our business. We have seen serious growth since as a result. I can't forget that day."

Mack explained to me that his first foray into automation was so successful, so powerful, that he became a quick convert. "I now try and automate everything," he told me, "so now, whether it is billing, making appointments, follow-up reminders or what have you, I don't have to spend my time on it. I automate those sorts of things and they happen routinely."

There are all sorts of separate programs that do this sort of thing, but Mack raves about a great Web-based application called Infusionsoft which smartly combines customer relationship software (CRM) with email marketing, e-commerce, and automatic follow-up, so that Mack's marketing, sales, and customer management "runs on autopilot."

Automating your business in this way can have huge returns. If you are like many small businesses, leads get lost, or not followed up on in a timely manner; they too often end up in a maze of spreadsheets, Post It notes, emails, business cards and the like. But what if, instead, any lead was touched by your business on a regular basis, automatically? Whether someone is briefly checking out your site, signing up for your e-newsletter, or taking an online quiz, that interest should be considered a lead and that lead should become a sale.

The right software will allow you to track that lead, communicate regularly with that lead, let them know of specials, turn that lead into a sale, track that sale, and follow-up on the sale. Billing and invoicing can even be automated.

Of course there will always be a need for the human touch, but it is truly remarkable that everything in the sales cycle from interest to invoice can be done automatically these days. The result, as Charles Mack Jr. said, is that it will allow you to be "far more strategic" in your business.

You will "work smarter, not harder."

Today's tip:Service business owners often think that theirs do not lend itself to e-commerce. I think that is incorrect. Charles Mack owned a service business — an auto detail shop. Yet he attributes a significant part of his company's growth to opening a store online (using the same automating software). "This was definitely a major step forward because we are the only Auto Appearance Center in our immediate with an online web store. Having the web store gave us the ability to sell products and services 24/7, not just when our doors were open."

Any service business can do the same: A chiropractor can sell back relief supplies. A family therapist can sell books. The ability to make money while you sleep is an automation option that should not be passed up.

Ask an Expert appears Mondays. You can e-mail Steve Strauss at: sstrauss@mrallbiz.com.And you can click here to see previous columns. Steven D. Strauss is a lawyer, author and speaker who specializes in small business and entrepreneurship. His latest book is The Small Business Bible. You can sign up for his free newsletter, "Small Business Success Secrets!" at his website —www.mrallbiz.com.