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It was predictable that by spending time better defining my work focus client relationships would evolve and change.  However, I believe that I am in a much better place now to meet client needs.  This process of clearly defining my business focus was necessary and will conytibute to my business success and the support of my clients.

Often when I first speak with a client I discover that need for VA services has not yet been fully defined.  It is at this point that a virtual assistant MUST assist the potential client with asking the right questions and providing honesty about what services the VA is the right fit for.  It might be tempting to simply volunteer that one can do “everything” the potential client is seeking. 

When we have a solid understanding of our services we can confidently say to the potential client, I can certainly help in these areas but perhaps you require an additional VA for these items.  As an example, I don’t do “live” phone answering.  I have had more than one occasion of speaking with a new client who needs many skills I can offer AND “can I take some phone calls”.  I am always, ALWAYS, honest with a NO.  But I continue to be helpful by introducing them to the concept that this can be better done by…… .

Well, I am feeling pretty good about the work I have done on defining my business plan and focus.  I am moving next to doing some local business launch activities.  I’ll keep you posted with that progress.

Have a great day

Kendall ~ All Digital Support

 

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If you read my previous post, I shared with you my thoughts on defining the ideal client.  Along with this effort I have also been formally defining my work area focus.  Before I became a Virtual Assistant I was a software analyst, consultant, IT manager, and systems analyst.  These were the job titles I had over the years.  What was great was that they usually came with a job description!  I look back now and realize how nice that was.  Yes, I know that everyone ends up doing stuff outside the job description under the category, “other duties assigned by boss”.  But never in my work history have I taken on something so large as “Virtual Assistant”.

There is nothing like a real live example to force your hand to complete this “work focus” definition.  Over the last 6 month I have narrowed my focus down and ensured that my web site seemed to present my skills in these areas. 

On a recent occasion I was still put to the test on communicating effectively with a client regarding my work focus.   I told a client that I can most definitely help set up his Google Adwords campaign.  Because honestly, I do know how to do it.  I know how to define keywords, optimize web sites, develop and run campaigns etc.  The problem is there is a whole industry of people and businesses that do nothing but PPC (pay per click) campaign development, management, monitoring, reporting.  I mean the gory manutia of it.

Well guess what?  He needed the gory manutia and I don’t include this work in my work focus areas.  I am now faced with explaining to a client that I believe he is looking for services that I am not focused on.  I could scramble around and spend hours clawing my way up this learning curve to meet his needs, but then I won’t be working in my “defined work focus” area.

This is exactly why I have spent the time developing focus in my virtual assistant practice.  You just can’t be well versed in all technical areas.  I also know that there is now a certain % of time that I want to spend on steep learning curves.  I instead want more time on learning activities that bring about “expert” skills in my focus areas.

So I’m feeling good about this time investment I have made.  My next steps will include changes to my web site and portfolio to reflect areas of focus.  I am also, (and this may seem strange) developing scripts that I can verbally use when communicating with potential clients.  Because I recognize that selling myself is not my strongest skill, I am committed to defining well thought out scripts to use in those initial conversations.

 

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Many virtual assistants work hard at defining there niche area so that they become experts and valuable additions to a clients business.  Lately, I have taken this a step further and have begun defining “My ideal client”.  Why?  Because just as important as working in areas that you are good at and have the right skills, I have learned that working for a client that falls in your “ideal client” profile enhances my ability to perform at my best for the client.

What kinds of concepts make up my client profile?  I’ve started with these:

• What industry do they work in
• What product do they sell or offer
• Geographic location
• Who are their customers
• Company mission/philosophy
• Company reputation
• Experience with virtual assistants, contractors, outsourcing

These next few are a little harder to determine, they take time, but often lead to the success or demise of a working relationship:

• Honesty/integrity
• Ability to see and treat me as a professional
• Business like in agreements, payments, details of contractual agreement
• Communication skills

Ok, so why spend the time in this area?  Isn’t any client a good client to have?

As a practicing virtual assistant, this is my business. This is what I wake up and do for many hours each day.  As a professional, I want to do my best to spend those hours in positive activities. 

Recently a fellow virtual assistant friend of mine took on a new client.  This client was so scattered, un-organized, and undefined in direction that the “new” relationship only lasted 4 weeks before my very organized VA friend suggested she was not the “right” VA for this client.

The better we have our “ideal client” defined the shorter period of time it will take to determine if a new relationship is a “good fit”.  One of my “ideal client” traits is that I hope to develop long term working relationships.  Why? several reasons:

• I really get to know my client and the clients business and enjoy feeling a part of it.
• It helps with a steady client base and cash flow in my practice
• Marketing for new clients is not my favorite activity and causes me some stress

Because I understand this client trait, I usually don’t look for “project work”.  One-time activities that do not lead to that long term relationship.  I’ll do project work in areas that I am very skilled and comfortable in.  But taking on a project in an area with a steep learning curve is not a good use of my time.  I may not use that skill again soon.

This process is not perfect.  I’m not even all the way through it.  But I have found that because I am taking my time to do it, I am much more focused and directed in my conversations with potential and even current clients.  For business owners considering using virtual assistants, ask a potential Va - ”who is your ideal client”.  This type of up-front question may save everyone a lot of wasted time.

 Good day!

Kendall Gjevre

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