Monthly Archives: May 2007

How to Alienate the Virtual Assistant Market 101

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A whole lotta Virtual Assistants are up in arms right now.

See, there’s this publicity expert who has decided to jump on the latest get-rich-quick, Virtual Assistant exploitation trend with her $500 training course designed to train Virtual Assistants on how to become publicity "experts" just like her in only four days.

At first, I thought this would be a terrific resource for Virtual Assistants, and this person is someone I have promoted on my Virtual Assistant organization as having great information.

However, this expert has made the egregious error of insulting at such a base level the very people who would be her students–it’s almost comical what a horrible mistake in marketing she’s just committed.

How she’s gone about this is in her marketing, instead of talking directly to the professional business owners (us Virtual Assistants) who would be her students, she instead has taken the tactic of addressing our clients, telling them they need to "send us" to her class–as if we were their employees. It’s like two people talking together about someone else’s future with that person standing in the same room as if they were invisible and had no say in the matter. The condescension and gall of it just blows my mind!

Then she’s developed some template text that she has provided to her affiliates (along with the attendant bribe of a "fat" commission) so they can help sell her program. In particular, there’s this sentence here:

"If you already have an assistant who does little more than administrative chores, it’s time to turn your assistant into someone who can assume many of the duties of promoting your product, service, cause or issue."

"Little more than" administrative chores?! That remark is so patently offensive.

How dare you demean and trivialize the value and importance of what we do in our profession, not to mention the real skill and knowledge it requires! Those "mere" administrative chores are the backbone of every single business, and it takes every bit of talent and intelligence to do well as any other profession.

Personally, I’ve spent 25 years developing the superior skillsets and knowledge that in turn benefits my clients and makes their businesses run more smoothly and profitably than they could ever accomplish themselves. Every single one of them will tell you that, too.

With all due respect to our clients, it’s not their place to "send us" anywhere or "turn us into" whatever they please. I run my business, and the only person who makes decisions in MY business and decides what services I’ll provide is ME. Period. If we TOGETHER decide something is beneficial for me to support them with, is something I feel I’m able to provide competently and am willing to provide, THEN and ONLY THEN does that become work they may delegate to me.

I am NOT supporting her in this program. Had she been more respectful in her marketing and how she spoke both to and about us, I would have supported it wholeheartedly.

Not now, though.

On principle I would not give her a penny because of the damaging and insulting way she is training people to think of Virtual Assistants and the work we do, and talking about us in the third person as if we don’t have a say in what training we will invest in our own businesses.

She’s made it plain as day exactly how little respect she has for Virtual Assistants. Personally, I’m done with her. She ain’t gonna be mining my pockets or those of my clients while demeaning and disrespecting me and my profession at the same time.

A few of my members have reported writing to this expert in an effort of professional courtesy in starting a dialogue, and received very dismissive responses. My members came up with the idea of unsubscribing from her mailing lists. I’ve taken their cue and also done so, and I’ve deleted her crap off our resource pages. She ain’t the only game in town and I’m sure there are much more respectful experts out there (Bill Stoller of the Publicity Insider comes to mind) who we can follow without debasing ourselves through the association with them.

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Is Barter a Good Idea?

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Dear Gritty VA:

I’ve had a businessperson approach me about bartering services. Do you think I should do it? ~ LJ

Barter can be great as long as it’s an equal exchange that both parties feel is fair. Problems arise when people "forget" what the terms of the exchange are or don’t live up to their end of the bargain.

So the first question to ask yourself is whether they have something to offer that would be useful or is of value to you. I don’t recommend bartering just for bartering’s sake. What’s the point of that?

If you do decide to barter, keep in mind that barter is considered reportable earnings. And you want to treat them as you would any other client. Have them sign a contract (be sure to very clearly and specifically spell out the terms of the trade arrangement), give them your new client welcome package, track your time and bill according to your usual rates. That will become the basis in determining the value of what they owe you in trade services.

Determine all of the details and agree to all of it BEFORE any work is ever performed. And because you will be basically extending credit, you should also work out the timelines so that you aren’t in effect waiting an outrageous amount of time for their trade "payments."

For example, you might agree that you will both extend each other services immediately and concurrently with each party tracking its own billable time to be reported and "billed" to each other at the end of each month. Or it might be decided that they are to provide services to you for a month, bill you for the value of that time/service, and at the end of that month, then it’s your turn to provide an equal value of services.

I think you get the idea, which is basically that you don’t want to expend any of your business time and resources without receiving something of fair and equal value in exchange.

A drawback to consider with barter is that when money is not involved, people have a tendency to "forget" to extend the same professional courtesy and respect toward the arrangement as they would in any other business transactions. For example, they may blow off appointments without any notice, they may not give the work the same priority as their other work, they can be more demanding and less communicative.

You will want to voice very clearly and assertively, both verbally and in writing, your expectations for delivery, communication, trade and outcomes before you enter into any barter agreements.

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Press Release Writing Guide is Out

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Virtual Assistants and other solopreneurs are masters when it comes to do-it-yourself enterprise. Though blessed with flexibility and agility, as small business owners, they often must make do with much less than their larger business counterparts. Sometimes that means venturing into territory in which they don’t necessarily have experience–such as writing press releases.

I want to help demystify the process of writing press releases with my latest Virtual Assistant Guide, “Press Release Writing Guide & Style Template.” This 5-page guide is intended for Virtual Assistants, clients and any solopreneur or independent professional who wants to write better press releases using my simple, effective formula.

The guide includes:

  • press release template with editable form fields,
  • press release guidelines and tips,
  • list of all the parts of a press release with descriptions and instructions for each,
  • sample press release exampling the formula used for effective press release writing, and
  • press release writing resource list.

How to write a press release is a question that is constantly asked by the members of my Virtual Assistant association. We end up repeating so much information and correcting bad advice that I decided a single resource would be of great benefit. In this guide, I share the simple, effective formula I have used to get great results.

The guide is instantly downloadable and available for purchase at the Virtual Assistance Chamber of Commerce’s online forms store at http://www.virtualassistantnetworking.com/virtual-assistant-business-forms.htm in the Virtual Assistant Guides section.

If writing is not your strong suite, this guide will make it a snap!

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Value is Success

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I love this quote:

“Try not to become a man of success but a man of value.” – Albert Einstein

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If I Hear Another Word about the Four-Hour Work Week and Outsourcing to India, I'm Going to Scream

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For God’s sakes, can this society please pull its head out of its crack, stop being such greedy, tacky cheapskates and start looking at the bigger, longer-term picture beyond its own self-absorbed ass?

I’m happy for Timothy Ferriss that he’s quite the media darling of the moment with his gimmicky-entitled book, “The Four Hour Work Week.”

It’s hype. It’s spin. You will never, ever achieve a four-hour work week. Not unless you’re a wealthy CEO with unlimited financial resources at your disposal. Sorry to burst your gullible, gotta-jump-on-every-snake-oil-salesman’s-new-bandwagon bubble, but it just ain’t gonna happen.

Look, there IS some excellent advice in there, such as not multi-tasking and putting some structure, standards and better habits in place for things like checking emails and answering phone calls. But it’s this kind of advice that really pisses me off:

“Outsource tasks that bog you down to overseas companies for as little as $5 an hour (many of these businesses have employees with MBAs and Master’s degrees who are thrilled to do your bidding).”

For Christ’s sake, for those of you desperately trying to grow your own business and market online–look around you at your fellow business owners. Yeesh, look at your own circumstances. You are cheapskating each other right into the poor house.

And in the process, you’re contributing to the problems and decline of your own country’s economy.

Why on earth do you think you deserve to be paid the professional fees you charge, but expect third world rates for the professional services you need, and won’t give business back to the very community you take money from? What kind of business climate do you think you’re helping to create? How long can we sustain a dynamic like that? Your very own countrymen cannot make a living because cheap people like you won’t pay them fair and square market rates.

You know what the most just rewards would be for the cheapskates out there (which is already, verrrry slowly beginning to happen)? For the Indians and others to realize they are selling themselves short and to start charging their international clients the same market rates as everyone else. And gee, if you don’t give a crap, well, I think maybe you deserve $5 an hour clients as well. Personally, I refuse to give my business to anyone who engages in offshoring like that.

Hey, are you from India and reading this? Shoot, you thought you were getting rich on $5 an hour? Come on, these lazy exploiters are taking advantage of you. Use their greed against them. You can squeeze far more than $5 an hour out of them and REALLY get rich!

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I Can't Afford Your Services

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Dear Gritty VA: I’m just starting out and I’ve heard more than once from a prospective client "I can’t afford your rate." I hate to turn anyone away. What’s your advice? LS

I know that can a be tough one, especially when you’re first starting out. You really, really want that new client… But here’s my thinking on the issue:

One of my favorite quotes is "I can’t afford to work with those who can’t afford me."

And this truth has always been borne out by experience.

The problem with clients who can’t afford you is that once you start stepping over your boundaries and standards for your business, it becomes a slippery slope. You start doing that with everything with that client, and it will even carry over into your relationships with other clients.

In addition, the client’s first experience with you becomes the idea that everything is now negotiable. From there, you will then have to constantly "battle" with that client because they will want to nickel and dime you to death, they’ll always be wanting something for nothing or try to finagle "deals" with you that end up only being to their benefit. In the process, they in essence are asking you to devalue your services and the very thing that earns your livelihood.

Now there are perfectly wonderful people out there who will be the first to tell you that your services are worth every penny–they just can’t afford you right now. And that’s all well and good, and you can have good feelings about them and wish them well, but you can’t let their business problems (e.g., the lack of their own proper business planning and cashflow) be your problem.

Going into business is something we do for ourselves first, especially as Virtual Assistants. So we have to think about the needs of our businesses and ourselves first before we can help anyone else. If we want to continue to stay in business, be happy and profitable, and serve clients well, we have to make smart decisions about the clients and work we take on.

If you take on problem clients now, they will take up the time and resources you could be spending on much more profitable relationships later.

Put another way, for every un-ideal client you take on (and that includes their ability to pay your fees), you create an obstacle for yourself, one that will take up double or triple times more of your time, energy and business resources than would an ideal situation.

That’s neither profitable nor smart business. And it’s not taking good care of yourself either.

Right now, focus on further defining your ideal client profile (financial means and business stability are going to be important characteristics on your list) so that you can start attracting the clients who will honor the value and results your services provide to them and who can afford to pay you fair and square.

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What's Your Secret to Being Productive?

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I’ve been tagged by my good buddy, Joy Slaughter of A Capital Solution to share one of my best productivity secrets. I actually have a couple to share.

One of the best things I ever did for both my business and my productivity was set aside one day each week where I focus on nothing but MY business. No client calls, no client work–just me, all me. Or my business rather.

So every Monday is the day I use to focus on my business, reexamine my processes, work on new products, learn new skills, work on marketing collateral, or what have you.

Sometimes, it’s just a day that I muse. I might simply sit and mentally strategize something in my business I want to accomplish. Or sometimes, if I’m feeling stuck, I use it as a goof-off day and change scenery, do something fun, and take my mind off things. Without fail, I always come back feeling re-energized and can attack something with fresh focus and clarity–and productivity!

My other productivity secret is sort of the same as the first–but this one is having a client meeting day. As a Virtual Assistant, I work closely and personally with my clients. And my work requires that I am able to focus without interruption and distraction.

This was a constant problem in my early days. Clients would want to call me throughout the day or have their weekly client telephone meetings on different days, and it was wreaking havoc on my ability to concentrate, dive into work and be productive. It was also affecting my happiness with my business and working with clients.

I realized I needed to have a standard and a policy for tackling the issue. My solution was to set aside one day a week, just like my Business Monday, where I conducted all my client telephone calls. No more having to field telephone calls throughout the day or spending time trying to schedule calls each week.

So each of my clients now gets a set time (same time each Tuesday) that we can meet on the phone, discuss projects and goals, and stay connected and in-sync. This way, it’s scheduled once and we don’t have to worry about it again. It becomes a habit that serves us both, and I no longer have my productivity and concentration disrupted. It really allows me to serve clients even better than I had been!

Okay, I guess I actually have three productivity secrets to share, LOL.

My third productivity secret is the policy I instituted in my business where I require all work requests to be submitted by email.

I’m only human. I admit it. And I am terrible when it comes to keeping track of requests if they come in by phone, voicemail or other way. I may have any number of projects on my desk at any given time, and I just never have been good keeping track of notes.

So what would inevitably happen is a client work request or some other task would fall through the cracks if it wasn’t sent to me by email.

Well, I don’t need to be Superwoman and recognizing a weakness and honoring it, in a sense, allowed me to come up with a solution, which was to require all requests be submitted by email.

Now, I have everything in one place–my email IN box. I’m better able to manage and field the requests, priortize and keep track and then organize everything in folders. Again, implementing this simple policy has not only made my life easier, but it allows me to give greater service to my clients.

So, now I guess I need to come up with some folks to tag, huh?

Let’s see, how about my friends Victoria Miles, a fabulous Virtual Assistant in Argentina, Laura Jo Richins of Richins Business Support Solutions, and LaTanya Robinson of LaRobe Business Solutions. Can’t wait to hear your secrets!

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Let Me Tell Ya Why Retainers Are a Beautiful Thang

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I work with a few different target markets such as attorneys and marketing consultants and public relations professionals, and in a weird way, it’s always comforting to know that as service providers they struggle with many of the very same issues as Virtual Assistants.

My target markets struggle with managing client expectations; how to deal with–or fire–nightmare clients; how to avoid nightmares in the first place by identifying and focusing on ideal clients; and the whole gamut of issues surrounding getting paid fairly for the value of our services and the results we achieve for clients.

I guess it’s the aspect that we’re all in the same boat and can really understand–and help–each other. As a service professional, I’ve learned quite a bit in my 10+ years of business that has helped me overcome and avoid many of these issues, and I love it whenever there’s an opportunity to share my ideas and solution with clients and fellow professionals.

In one of my target markets, alternative billing methods is a hot topic. There are some really great conversations about this, but of course there’s no single fit for every situation. And as I watch all the agonizations and gyrations of these conversations, I sit back and marvel at what a perfect tool the upfront retainer model is for a service professional business.

Working on advance monthly retainer, you create instant cashflow for your business, which as anyone in business knows is critical to smooth operation and growth.

The retainer is also a perfect tool for value-based billing, another big "trend" that has actually been around for many, many years. You can set a single fee for the value of your services using hours to set the boundaries of that value, or you can package a set of monthly services and price for value with the retainer model.

But just as important, the retainer is great for clients as well.

Retainer clients require far less administration than do project clients, which is a business savings to you. As you work with a retained client, the time you spend on that client administratively is significantly reduced because you’ve gotten the main paperwork out of the way once at the beginning , and then simply bill once a month. That works to the client’s benefit in the same way.

Paying once a month also makes things really simple for clients. With a monthly retainer, they don’t have to constantly think about invoices and budgeting and accounts payable every single time they engage the service of their professional. That means there’s less administration required. And retainers are easier to budget for and contain costs while still working in a relational, rather than transactional basis.

In summary, here are all the advantages and benefits to the retainer model:

  • Instant cashflow
  • Better productivity
  • Increased efficiency
  • Decreased administration = business savings (both sides)
  • Fits perfectly with value billing
  • Easier for client to budget for
  • Simple; clients only need to think about it once a month
  • Commitment of hours allows provider to get more done, give more value, achieve better results for clients

So when someone tries to sell you on the latest hot trend in billing, remember that if you are billing by retainer based on a value-based rate, you’ve already been value billing for years. ;)

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Teeny Bit More Room at the Teleseminar Tonight!

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My organization, the Virtual Assistance Chamber of Commerce has a fantastic turnout for today’s free teleseminar with marketing consultant Jim Logan. We’ve got a teeny bit more room so there’s still time for you to register if you haven’t already.

Here are the details:

How to Insulate Yourself from Your Competition, Protect the Price of Your Services and Avoid Becoming a Commodity

Presented by Jim Logan, Marketing Consultant

DATE: Thursday, May 17, 2007
TIME: 5pm PST / 6pm MST / 7pm CST / 8pm EST
LENGTH: 60 minutes (please call in 10 min. early)
COST: FREE!

This class is open to all Virtual Assistants and Independent Service Providers. Feel free to invite your colleagues and clients.

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Walking the Employee-Independent Contractor Tightrope

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(Yet another insightful article on a relevant topic from one of my favorites, Nina Kaufman…)

Walking the Employee-Independent Contractor Tightrope

By Nina L. Kaufman, Esq.

“Helen” needed someone to handle her bookkeeping and billing. It only took one or two days per week, but she didn’t have the time. What she did have was an actor friend who would do the work for her. But the money he wanted, coupled with the cost of social security, worker’s compensation, unemployment insurance, and other employee benefits was more than Helen could afford.

Someone had told her that he could be a “1099 employee” and that she wouldn’t have to pay all these extras or even withhold taxes for him. When I tried to explain that she was taking a great risk in possibly misclassifying her friend’s employment status, she exclaimed, “But who is going to find out?”

“I’m a lawyer, not a prophet,” I replied.

There comes a time in the life of every small business when it outgrows the capacity of its owners and needs help from others. Whether this happens at the inception of the business or after some period of growth, the legal issues remain much the same.

And thus, the age-old questions surface: “Should I hire a (full or part time) employee or outsource to an independent contractor in order to meet these needs?” And what really are the differences between the two?

The Employee-Contractor Divide

The difference between employees and independent contractors that business owners tend to focus on is the difference in the taxes that need to be paid.

Employees receive IRS Form W-2, which reports their wages. The employer must withhold taxes and provide employee benefits such as the employer’s portion of FICA and Medicaid taxes, unemployment insurance, and workers’ compensation.

No surprise, therefore, that the taxing authorities far prefer that people providing services be classified as employees: from their perspective, this means that more workers will be provided with employment benefits; fewer will require public assistance; and more taxes will be paid all around (independent contractors are notorious for not paying their taxes.).

By contrast, a business simply pays independent contractors their gross fee. It need not withhold taxes on the worker’s behalf, pay the employer’s share of taxes (as they are not, technically, an “employer”), or provide benefits. For this reason, many business owners are tempted to classify employees as independent contractors.

How “Controlling” Are You?

However, the overriding difference–which is the difference that the law focuses on–is the degree of control you have over the worker. The more control you exert, the more likely the government will deem your worker to be an employee and not an independent contractor, regardless of the label you place on the working relationship or the title you have on any written agreement.

The relevant factors that the courts (and the IRS) have considered fall into three main categories: behavioral control; financial control; and the relationship of the parties.

A business exhibits behavioral control over a worker when it has the right to direct or control how the worker performs the work. Do you give extensive instructions and training to the worker? Do you determine where the worker will perform the services? Do you decide what the worker will do and when? Do you provide the equipment, supplies, or other required materials to complete the work? Do you take care of staffing the work with assistants of your own choosing? The more of these to which you answer “yes,” the more likely it is that you are hiring an employee.

Similarly, companies show their financial control over the situation when they have the right to direct or control the business part of the work. Courts will look to whether a worker has made her own financial investment in her business or whether she gets reimbursed for some or all business expenses, such as rent and utilities, licensing or professional dues, or advertising expenses. Particularly telling is whether the worker takes a risk on the transaction by either realizing a profit or incurring a loss. If the answer is “yes” to these criteria, the scales tip to the independent contractor side.

Finally, how do you truly perceive your relationship with the worker? Do you provide benefits such as insurance, pension, or paid vacation? Do you have a written agreement suggesting that the worker is an employee? Do you make payments for the worker’s services to an individual instead of a corporation? Again, while these factors are not determinative in and of themselves, the more for which the answer is “yes” may tip the scales to “employee” if it is difficult to determine status based on other facts.

To return to Helen’s situation, let’s suppose that instead of an aspiring actor, the part-time worker will be a single-member LLC that provides bookkeeping and billing services. It has its own place of business, computers, and other equipment, and provides its services to two other companies.

The LLC owner decides when to provide the service and can do so at her place of business, as well as yours. In this scenario, the LLC operates as a completely separate entity with its own overhead.

Our actor, on the other hand, will work only for you at your place of business, will have no separate overhead, and no investment capital at risk. On these facts, the LLC would likely be considered an independent contractor, but the actor must be treated as an employee.

The outcome can depend on very subtle differences. Especially in close cases, governmental entities will almost always deem the worker an employee unless you can show otherwise.

To Helen’s question–“Can I do this?”–the legal answer revolves not around whether Helen can, but whether she should classify her potential employee as an independent contractor.

Although plenty of business owners claim to do it, the fact remains that improper classifications can result in expensive penalties. So be very wary of treating a worker as an independent contractor. And be sure to review your specific situation with legal counsel to ensure that you make the right choice.

© 2004-2005 Wise Counsel Press LLC. Nina L. Kaufman, Esq., is a small business attorney and the founder of Wise Counsel Press LLC, which offers easy-to-understand legal strategies and information products that protect small businesses and save them money . . . wisely. To learn more, and to sign up for their FREE how-to articles and FREE audio class, visit www.wisecounsepress.com. For more information, please contact info@WiseCounselPress.com. This article is for your general information only and is not intended to substitute for the specific advice of legal counsel.”

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