Monthly Archives: July 2009

If You Want Ideal Clients, Be an Ideal Virtual Assistant

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I always say to clients and business owners:  If you want an ideal Virtual Assistant, be an ideal client. You should absolutely get the kind of quality support you deserve, but great VAs are not going to deal with prima donnas who don’t value their contributions, don’t want to pay for the value of skilled, competent expertise, or are in any other way a negative drain on their time and energy.

The same goes in reverse… if you want ideal clients, you had better be an ideal VA. What makes for an ideal VA? Here’s my list:

  1. An ideal VA has the skills she says she has.
  2. An ideal VA does what she says she will.
  3. An ideal VA is respectful of her clients’ time.
  4. An ideal VA follows directions and pays attention to details.
  5. An ideal VA asks questions and obtains clarification when needed.
  6. An ideal VA is an active listener.
  7. An ideal VA has great communication and follow-up skills and doesn’t leave clients guessing.
  8. An ideal VA runs her business like a business.
  9. An ideal VA takes pride in her work and service delivery and doesn’t do things sloppily.
  10. An ideal VA is consistent, committed and follows through.
  11. An ideal VA has excellent organizational skills.
  12. An ideal VA is able to maintain focus.
  13. An ideal VA is proactive and takes initiative.
  14. An ideal VA is a critical thinker.

Do you have any others to add?

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Be Unique, Not Cryptic

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I read an article not too long ago by C. J. Hayden. In it, she was talking about the idea that marketing that is too unique can hurt you. In one anecdote, she related how she had met a fellow who had a “unique process” for helping companies resolve conflicts between employee groups. When asked, he couldn’t explain his process. All he would say is that it had to be experienced to be understood. When she asked him how it compared to solutions like mediation or team building, he told her it was a totally different approach that defied comparison.

She said she would have liked to have referred him, but couldn’t picture herself calling a company and saying “Hi, I know someone who says he can fix your problem, but he can’t explain how. You’ll just have to hire him and see.”

This reminded me exactly of a prospective client who once contacted me. He couldn’t give me any clear idea about what he did or who he did it for. He abjectly refused to categorize himself (and was quite pleased with himself about that), much less give me any kind of term for what he did, ”I don’t believe in labeling myself; what I do is too unique.”

Needless to say, that conversation went nowhere real quick. I can’t help someone who makes what they do so completely incomprehensible, for both me and their would-be clients.

When you are marketing your Virtual Assistant business, the idea isn’t to be mysterious or so all-encompassing that no one can figure out exactly what you are. It’s about creating clarity and understanding–clearly categorizing the business, what you do, who you do it for and how you help improve things for them.

The more you focus your message on a specifically defined audience, the more attractive, resonate, compelling–and unique–it will be, and the less you will be parroting the same tired, outdated, ineffective message that clients see on every single other VA site out there.

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On the Topic of "Variety"

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When you ask Virtual Assistants why they started their businesses, one of the top reasons they’ll give is to have a lifestyle that allows for more free/quality time for family or taking care of loved ones. So it always surprises me that these same folks end up creating practices and operating conditions that allow them anything but that.  

One of the problems is that they resist the idea of narrowing down their focus down to a particular target market. And it’s so crazy because it’s the one thing that will make everything easier and more profitable–in terms of money and time–in marketing and running a successful Virtual Assistant practice.  

One of the rationalizations I always hear is some variation of the theme, “But I like lots of variety; I’ll get bored if I do the same thing all the time.” They think that in order to have variety, they have to have all these different kinds of clients. And there’s nothing inherently wrong with that per se. But what happens in having all these widely varying kinds of clients is that they have to shift so many mental gears in doing the work, that it actually make the work more difficult, more time-consuming and keeps them from making more money.

So my question is always this:

What’s the point of “variety” if you’re working yourself to the bone trying to scrape together a living at this and never have any time to enjoy the fruits of your labor?

Because I have news for ya–spreading yourself all over the map in an effort to have “variety” is going to keep you from creating the kind of Virtual Assistant practice that comes with more ease, more time and more freedom to spend with family and just live life. 

None of us wants to be bored or unchallenged in our work. And if you choose the right target market, you won’t be. You will have lots of interesting work and variety and experiences within a target market. Because one of the things that a target market should be is one where you have an affinity and predilection and enjoyment of the kinds of people and work that is involved. If you choose a target market on that basis,  variety will never be an issue.

Another benefit to focusing on a target market is that you get really good at doing the kinds of work that that market really needs. In the process of that, it allows you to become the go-to expert. Not only will that make your business easier to run, thus allowing you more freedom and time away from the work, but you can also command higher fees.

When you have a clearly defined target market, it gives you direction. You can better study your market, talk to its needs and frame your offering in ways that are the most resonate and attractive specifically to it. Your efforts are more focused and more effective as a consequence. You’ll be able to build your practice more quickly.

Some VAs worry that focusing on a target market will exclude other markets. But here’s the thing: it’s not going to. The irony is that the kind of clarity that grows out of extreme focus only makes you more attractive to all kinds of other markets besides the one you’ve chosen to “speak” to. Your message becomes more differentiated and more attractive and compelling. But even if it were true, what would you care if other markets were turned away if you were already getting all the clients you needed more quickly and more easily within your target market?

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Communication Is Key

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Here’s an article published today in “The Portable Business™.” If you’d like to subscribe, go here:

heartkeyGreat Virtual Assistants love helping their clients. They put smart systems, policies and standards in place because they know that ultimately these things allow them to deliver greater service to their clients. They also know that excellent communication is absolutely key to the relationship. Now, while there are lots of things Virtual Assistants do to facilitate great communication flows, it is a two-way street. Following are some things you can do as the client to help your Virtual Assistant help you.

1. Clearly communicate your goals and objectives. Your Virtual Assistant wants to know why you do what you do and where you’re ultimately wanting to go. She (or he) can then be more proactively involved in helping you achieve those things.

2. Provide the big picture. A Virtual Assistant’s help is limited if you only give her or him a piecemeal understanding of a task or project. Let your Virtual Assistant know how the task or project fits into the whole. She/he can then make sure all the pieces fit together even better and often will have suggestions you might never have thought of. Two heads are always better than one!

3. Place a priority on meetings. Virtual Assistants who offer telephone meetings to their clients do so as a benefit to them. They know that regularly touching base nurtures the collaborative process and keeps both of you in sync. Your work and goals can only be as important to your Virtual Assistant as they are to you. If you don’t make the relationship a priority, you may find yourself looking for a new Virtual Assistant.

4. Organize your thoughts. The more “stuff” a Virtual Assistant has to wade through, the more likelihood there is for simple human error and having some things fall through the cracks. You can help your Virtual Assistant when emailing work requests by keeping messages limited to one idea, one project or task, at a time, and providing a clear and descriptive subject line.

5. Too much detail is better than too little. Don’t assume your Virtual Assistant can read your mind. It’s better to be overly forthcoming with details, especially when you first begin working together. A confident Virtual Assistant is not going to be defensive. She/he will appreciate your effort to be thorough in providing everything needed to do a great job.

RESOURCE: Virtual Assistants are administrative experts who very much appreciate business owners who extend them the same professional courtesy and respect they give to clients. If you want to be a great client, make sure you understand and honor how Virtual Assistants want to be treated: Working With a Virtual Assistant.

About the Author: Danielle Keister is a business advisor and innovator in the Virtual Assistance profession. An administrative professional of 20+ years and veteran Virtual Assistant of 12+ years, her logical, no-nonsense approach to business development has gained her recognition as one of the leaders in the field. She loves what she does and is passionate about sharing her knowledge and know-how with the world. She’s all about inspiring others to reach for their highest excellence. When not taking care of clients in her own Virtual Assistant practice, she is busy leading the Virtual Assistance Chamber of Commerce and helping Virtual Assistants create six figure businesses.

© Copyright 2009, The Portable Business™. All U.S. and International rights reserved. You may print this article for personal use or republish it online only if it is left unaltered and used in its entirety, including bylines, links, copyright notice, resource and author information. Contact the author for any other permission.

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Dear Gritty VA: When Clients Don't Call Back

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Dear Gritty VA:

Does it ever bug you when prospective clients who you’ve gone to the trouble of responding to and perhaps even consulted with don’t call back? I mean, doesn’t it seem like the polite thing to do to at least let me know they’ve decided to go with someone else? It takes me a lot of time to put together the proposals they ask for and then to not get a single courtesy reply sometimes really upsets me. –PO

Sweetie, you have to separate business from personal. In business, it’s not about you, it’s about the customer. When clients are out looking for solutions to their pains, it’s neither their obligation nor their priority to make sure every last vendor or service provider they contact or hear from gets a courtesy reply. It’s just a fact of business. And keep in mind, clients often receive hundreds of responses to a single inquiry. It can be unbelievably overwhelming and a huge task just to wade through responses.

That’s not to say you shouldn’t create a business that makes you personally happy, one that you enjoy working in and that brings you in contact with clients who energize you and appreciate your gifts and expertise. There are several things you can do to get off the track where you are going to great lengths to cater to prospects and then not hearing anything back.

1. Don’t respond to requests for proposals. Inevitably, these are just price-shopping forays. Don’t audition if you want ideal clients. Instead, create pipelines and engage in marketing that drives traffic to your website. This way, you are drawing your right clients to you and getting them into YOUR process rather than the other way around. That’s the way it should be. Look at it like this: your entire website should be your “RFP.” It should be holding up a mirror to clients and then showing them how you can help. Do this and you can get off the RFP merry-go-round that rarely pays off for your efforts.

2. Pre-qualify prospects. Once you have clients at your site, make sure they are the kind of clients you want before you go expending any great effort on them. What’s the point of doing that if they can’t pay, aren’t serious about hiring you, or don’t look like they will otherwise be an ideal fit? Make your website do this work for you by creating an online form for prospects to submit.

3.  Have an initial conversation (also known as the complimentary consultation). Once a prospect appears to be worth your effort and interests, offer them a consultation (at a scheduled time/date, not on the fly). The idea is to get to know more about the client and their needs before you (or they) commit to any further efforts. This conversation allows you to gain some clearer insight into the goals the client is trying to reach and how you then may be able to help them. From there, you both get to determine whether you want to talk more or work together.

4. Be a client snob. The longer you maintain a mindset of scarcity and desperation for work, any work, you will keep yourself on the hamster wheel of aggravation, ill-fitting clients, and the never-ending, exhausting work of jumping through proposal hoops with little return on the effort. It’s your choice. But if you choose to be desperate instead of selective, don’t complain about the clients because you’re the only one keeping you there.

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Be Careful Who You Take Your Business Advice From

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Recently, a member shared her experience working with a business coach who told her that her $50/hr rate was too high and that coaches in solo practice expect to pay between $15-$30/hr for a Virtual Assistant.

Around the same time, I came across a listserv post where a coach was schlepping his wife’s new Virtual Assistant business around to the lowest bidder. In the very next breath, he’s posting business advice to Virtual Assistants about what they need to do to create successful businesses. (Um, newsflash to Mr. Coachipoo: Charging professionally/profitably should be at the top of the list.)

You know what really pisses me right off, folks? That these so-called coaches are out there mentoring, advising and coaching people on business success–you know, like valuing/honoring yourself and what you have to offer, charging professionally–but then seem to think those things don’t apply to Virtual Assistants.

Be careful who you take your business advice from. Make sure it’s not from people who just rolled out of bed yesterday and decided to call themselves “coach.” Most of these people don’t know jack-shit about business.

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Yes, You CAN Write Articles to Market Your Business

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Here’s an article published today in “The Portable Business™.” If you’d like to subscribe, go here:

cluelesswomenHow do you think you will get prospects into your pipeline if they don’t know you’re out there? Article marketing is one of the simplest and least expensive methods for marketing and promoting your business (often costing nothing but your time). It’s one of the most effective ways to drive traffic to your website and increase your SEO at the same time. Yet business owners come up with all kinds of reasons to avoid article marketing. In this article, I’m answering all your objections–no negative self-talk allowed. You CAN do this!

Objection #1: I don’t think I’m a good enough writer.

No one is asking you to be Hemingway. In fact, some of the best articles out there are those that are straightforward and from the heart. All you have to do is be yourself, speak one-on-one to your audience (your target market) and write about something that they care about or want answers to.

Objection #2: I don’t have anything interesting or of value to say (I’m no expert).

You’re a human being, aren’t you? Unless you are a mannequin, you have thoughts. You have opinions. You have experiences. There are things you are passionate about. Not to mention, you’re a business owner with some skill and knowledge in your field or else you wouldn’t have gone into business, right? You have something to offer and that is yourself. It doesn’t matter that the topic may have been covered a million times before. No one else can write from your perspective, in your voice, with your personality. Your right clients need to hear you so they can get to know, like and trust you.

Objection #3: I don’t have enough time—I’m too busy with clients.

That’s great that you have clients. But clients aren’t necessarily permanent fixtures in your business. They move on for all kinds of reasons. Sometimes, it’s you who outgrows them. Even if you have more business than you can handle at the moment, it’s always a smart idea to maintain your marketing presence to keep those prospects flowing into your pipeline. One article a month is completely doable even for the most time-strapped entrepreneur.

Objection #4: I don’t have enough time—I’m too busy trying to get clients.

That’s exactly what article marketing will help you do, silly! Article marketing is a way to drive traffic to your website, which is what you want prospects to do. Articles help increase your expert status in the eyes of would-be clients. Articles give them a chance to get to know you, increasing that all-important know/like/trust factor. Articles also lend to the laws of attraction and intention—your right clients will be drawn to you and want to learn more about how you can help them by clicking through to your website.

Objection #5: I don’t know what to write about.

Here’s my own simple technique: Imagine you’re at a networking function. You’re talking shop with the business owner next to you, getting to know each other. The business owner, now knowing that you are in the ___ business, asks you about ___. Your answer to their question is your article! It really is that simple. So go to those business get-togethers. Write down the questions that current and prospective clients ask you. These are the topics for your next articles.

RESOURCE: The VACOC has a comprehensive list of free article and press release submission sites that you can download here: Article and Press Release Submission Sites.

About the Author: Danielle Keister is a business advisor and innovator in the Virtual Assistance profession. An administrative professional of 20+ years and veteran Virtual Assistant of 12+ years, her logical, no-nonsense approach to business development has gained her recognition as one of the leaders in the field. She loves what she does and is passionate about sharing her knowledge and know-how with the world. She’s all about inspiring others to reach for their highest excellence. When not taking care of clients in her own Virtual Assistant practice, she is busy leading the Virtual Assistance Chamber of Commerce and helping Virtual Assistants create six figure businesses.

© Copyright 2009, The Portable Business™. All U.S. and International rights reserved. You may print this article for personal use or republish it online only if it is left unaltered and used in its entirety, including bylines, links, copyright notice, resource and author information. Contact the author for any other permission.

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How Many Times Do You Have to Be Told "No?"

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When someone goes to the trouble to tell you “no” as honestly and as politely as they can or care to be, accept the answer. Period.

It is neither polite, gracious nor respectful toward that person to keep pushing the issue. What it is, is self-centered and self-absorbed.

Who are you to argue with their boundaries, standards and priorities? Do you think they were put here on this earth with nothing else or nothing better to do than wait on you hand and foot?

You are not the center of the universe. No one owes you their time, attention or energy. No one even owes you politeness or graciousness, for that matter, and especially not when you don’t extend good manners or graciousness yourself in the first place.

Those things are gifts and it is each and every person’s right to decide upon whom they will bestow those things. They give what they choose or are able to give and you should have the good grace to respect that and not demand anything more as if you were entitled. When you’re paying for that person’s time, then and only then do you MAYBE have any say-so as to who and what they give their time and attention to.

Get conscious about this. Take responsibility for how you treat others (givers are conscious and grateful; takers are self-entitled and think everyone owes them). Be mindful of your manners and what kind of imposition you may be creating. Stop thinking about only yourself.

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Dear Gritty VA: Do You Subcontract Your Work to Other Virtual Assistants?

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A prospective client recently contacted me and asked a question that I thought would make for a great Dear Gritty VA post. Here it is:

Dear Gritty VA:

If we work together, will you be outsourcing any of my work? Do you subcontract to other Virtual Assistants? –LA

Just as clients shouldn’t be doing everything themselves in their business, neither should Virtual Assistants. They are business owners/solopreneurs as well. However, I know why you are asking. There is a trend lately where people are calling themselves Virtual Assistants when all they are really doing is farming out client work to individuals who subcontract with them. That is not Virtual Assistance. There is no personal one-on-one relationship dynamic involved in working like that, which is exactly the thing that makes Virtual Assistance what it is.

There are all kinds of pitfalls when working with a company that treats the work transactionally like that. I hear about them all the time from clients and from the Virtual Assistants who are being farmed out or taking on subcontracted work. The chief complaints I hear are that clients don’t like having their work sent out to people they don’t know (if they wanted to hire someone else, they would have done that in the first place). They frequently complain of problems with consistency in service and poor work quality in these arrangements as well. And for the Virtual Assistants, well, they just don’t make any money and often have to deal with issues of late or non-payment. It sounds like you have encountered your own negative experiences with that type of arrangement as well.

My business model is not one where I do the marketing and then spread out and rely on non-employees to do the work. I am the craftsman in my business. When clients hire me, it’s my brain and my skills and my expertise they get.

That said, I do have my own staff as well as my own Virtual Assistant who help me in my business. I have this help not only so that I can create the same kind of smooth-running business and life of freeddom that clients are seeking to create themselves, but also, ultimately, because it allows me to provide my clients with vastly superior support and attention. It does my neither me nor my clients any good whatsoever if I’m frazzled, overworked and spread too thin.

But here’s the difference… my relationship with clients is never outsourced. When clients hire me, it’s me they work with directly. Mainly, my staff and VA help me with things related to the running of my business. There are also instances when I might delegate certain tasks or non-critical parts of my work. But my responsibility and control over the proper completion, quality and accuracy of the work is never abdicated or outsourced.

I don’t farm out or subcontract anything to any stable of Virtual Assistants I may or may not know well. I only work with my own employees and my own VA. I pay my VA a full monthly retainer for a body of support just like you pay me. If there’s something additionally a client needs that I don’t provide under my own roof, I can refer them or help them find the proper professional whom they can hire directly.

If a one-on-one partnering solution is what you are seeking, there is no place for a middleman in the equasion.

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Free Teleseminar: How to Write Articles to Market Your Business Even If You Aren't a Writer

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The VACOC Guest Expert Teleseminar Series has another fabulous program this Thursday, and, as usual, there is absolutely no cost to attend. If you are a small business owner and you want to get in on article marketing to promote your business, but you think you don’t have anything to say or aren’t a good enough writer, this teleseminar is just what you need! Jan King, founder of The Publishing Store, is going to explain how each and every one of you CAN and SHOULD be sharing what you know…

How to Write Articles to Market Your Business Even if You Are Not a Writer

jankingEvery marketing book and seminar tells you that you should be writing articles to promote your expertise and your business. But if you have never written before, where do you start, and how do you know you have anything to say?

Writing articles is a great way to enhance your reputation as the go-to person who has deep expertise in the work you do every day. You may choose to write several articles at once or simply write them when new ideas come to you. Another great time to write is when a client asks you a question you can’t fully answer. If you need to research a topic, chances are others are asking the same questions and needing answers.

Jan B. King is a book publishing expert and author of numerous articles herself (just Google “Jan B. King” to see them). She says, “When I started to promote my first book, I had to find an interesting and short way of letting people know who I was and what I could do for them. Writing articles was definitely the right answer. Every week I still see that people have used articles I wrote five years ago in their new ezines. If you do it right, you have a way to market yourself for years to come.”

Jan has helped hundreds of people get their expertise out on paper as books and articles and she can help you, too. You don’t have to be a writer to write articles and in this session, Jan will share with us:

  • Where to find article ideas in what you do every day.
  • How to make your articles stand out and work for years.
  • Where to market your articles.
  • How to write and format articles, including the all-important title and resource box.
  • How to make articles interesting, fun and attractive to potential clients.
  • How to find the time and the motivation to write.
  • How to maintain ownership of your work.

Be sure and register now to claim your spot:
http://www.virtualassistantnetworking.com/teleseminar.htm

DATE: Thursday, July 16, 2009
TIME: 5pm PST / 6pm MST / 7pm CST / 8pm EST
DURATION: 60 minutes (call in 10 min. early to secure your seat)
COST: FREE!

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