How far do we go to educate others?

As much as I’m happy that Tim Ferriss has seen great success with The 4-Hour Work Week, and for all that it’s drawn attention to our profession, for the most part, what’s been heard from readers/followers of his/the book, I think, is that you can get a lot of stuff done on the cheap.

I’m reading blog posts. I’m seeing what people are posting via other social media channels. And frankly, I’m not impressed, *and* I’m a bit concerned about the best way to differentiate what we do from what “they” do.

Yes, of course, I know it’s different. Yes, of course, I know that there are maaaaaany clients who get that it’s different. But if that section of “clients” over there :::pointing off to the side:::: are shouting more loudly, or in a way that more people are picking up on, then my sense is that we will, before long, need to address it in some way.

Or will we?

All along, a philosophy has guided me in my work. It’s this: Play to the strong, not to the weak.” It can sound harsh, but what it really means is not to waste time on those one can’t help. And we all know that it’s impossible to help everyone.

This is why companies choose markets; why solopreneurs niche. There’s a smartness in not trying to be everything to everyone, or create marketing or ads that appeal to everyone. And so it is, I believe with us. Those who want to continue to think the best way to get support is by “hiring” cheap labor, doing piecework and projects, seeing things transactionally or in a comodotized fashion, should look to underdeveloped countries, and even to freelancers in developed countries who don’t realize that they don’t have to bid for work, and that in always being the low-cost provider, they are working harder than they probably need to, possibly undervaluing (almost certainly undervaluing, I suspect) their work, and, they likely aren’t being profitable.

I said on Twitter the other night, “Hey-all you masculine-energied, left-brained, lone-ranger, non-relational, cheap-ass peeps, go offshore and have fun!”

The follow-up ought to have been, “Hey, you feminine-energied, right/balanced-brained, collaborative, relational peeps who know a good value when you see it and know the power's in the relationship, not in saving the $, come get a VA *here*!”

That would have been great, but it was way too long for a tweet, and just didn’t happen. But it really is how I see things, and how I feel about them. We don’t need to bust our humps trying to get the work that’s going offshore. And yet…something inside me feels compelled to try to educate when I can.

Why? Because the most disheartened, disappointed people I’ve see/heard from with regard to working with “VAs” are the ones who are the masculine-energied, left-brained, lone-ranger, non-relational (at least with people supporting them), cheap-ass peeps who were looking for someone to handle tasks. They are the people who didn’t even consider that a relationship might end up netting them more. They are people who had absolutely unrealistic expectations going in, and whose disappointment sprang from there.

So, if I can help one person see all of this differently, somehow, then I guess I feel better for having tried.

Below is one of the comments I recently posted. The subject line of the blog post was: My Experience with Virtual Assistance and Outsourcing. The second line of the post read: “While I do not call those who work for me virtual assistants (I just call them writers) I have seen the pros and cons of hiring others who live far away to work for you.”

My comment:

“Hey, Nick... nice post! I like better what you wrote in your Tips for "hiring" writers, as you talk about nurturing relationships. I think that's something most people considering working with virtuals don't at all get.

So, to all that you've said, and because you've said that you don't work with VAs, but writers, I'd like to add (to make sure YOUR readers know) that while all Virtual Assistants are virtual professionals, not all virtual workers are Virtual Assistants.

In truth, for someone wanting to really get the biggest bang--for the buck, for the time investment, for the emotional investment (and we're ALL invested emotionally in what we do in our businesses)--the best use of VA is in finding one and choosing one to be a right hand person, rather than looking for task-based people to do specific project/piecework. And in that shift, the way to choose him/her changes dramatically, as does how a client would delegate to him/her.

The project/piecework outsourcing model is really commodity-based. There's a task, someone has the skill, between two seemingly samely qualified people, the one with the lowest price for task wins the work. It's the same way people buy cans of tomatoes, or gas.

Because no time is spent in getting to know the person whose work is being retained, first, there can be no trust going in. Also, there's no expectation of longevity of relationship, or collaboration, or anything beyond the transaction. As a result, what you speak of with giving small tasks and gauging success before moving forward, becomes necessary.

But...when wanting to work with a Virtual Assistant--a *professional* Virtual Assistant, rather than someone working in an offshored version of a sweat shop, a client should choose for fit (of personality, nature, meshing with one's own company's culture, work ethic, sense of humor--and several other ways of fitting) first, and foremost. Skills...*any* skills, can be gained/taught/learned.? Finding the right person to serve a person and his business long-term and collaboratively--a knowledge worker who can get handled the tasks of today (*whatever* them may be--quite literally!) *and* help him look out at the big picture and plan/strategize for the future--is where the magic happens.

And those people? They don't audition. They don't do trials. They don't start small. They aren't begging for work--from anyone. They probably charge in excess of $50 per hour (the best VAs I know are easily earning closer to $100/hour). They are fabulous professionals who are better than their clients at the things they're going to be taking off their clients' plates, and that makes them leaders (among other things) worthy of respect, and in many, many cases, deference to their suggestions for their clients' businesses.

I'd caution your readers: Instead of looking for cheap labor, look for relationships with professionals. There's so much more to be gained, there.”

Bit O’Moxie: Just as I have to create a standard for myself around how far I’m willing to go to educate the public, so do you. Moving forward, it will be important for you to be able to differentiate yourself from what others are doing—and I’m not talking about having a strong USP. I’m talking about having a standard around how you talk about this industry, and what stand you take for it, as well as for yourself, and the colleagues to whom you’re closest.

I know where I stand. It’s the same place I’ve always stood. But my own standard around the education piece is just getting handled. As visionary as I am, I’m still no good with a crystal ball, and didn’t foresee what I’m seeing today. So, yeah, there’s a little bit of catch up for me to do. Maybe you have it to do, too.

I’d love to hear your thoughts on all of this in comments….questions to help you figure it out for yourself are welcome, too!

Comments

[Cheryl Harless]

Stacy,
I couldn't agree more. Sadly this mind set has seeped into the Virtual Assistance industry itself and caused a lot of the confusion for New VAs getting sucked into the idea that they must be all things to all people. Not to mention the notion that they must charge rates that are hardly above what they might have made when working as an employee (sometimes even less!). Many new VAs feel they are in competition with folks in 3rd world countries and give up before they even start because so-called industry leaders are telling them the same thing. It’s just sad.

Virtual Assistants that are doing it right know that they must have sustainability built into their businesses or they won’t be in business for long. If we are not charging reasonable rates, we won’t be around long. On the other hand, many entrepreneurs that have VAs simply rave about how great we all are. They are evangelists for our cause!

My advice is for us to make our stand known. Let those cheap-o’s go offshore for transactional work (and thereby work harder themselves!) and continue to nurture those that get it. Hopefully those riding the fence will see the light and come over to “our side”.

[Donna Caissie]

You're a better person than I, Stacy. LOL Every time I hear Tim Ferriss' name, I want to spit, but that's only because I see him as the head honcho of the cheapskate movement :-).

I agree with you about standards and educating the VA markets, but since VAs, as an industry, can't agree on the definition of what a VA is and what a VA does, then I don't hold out much hope for educating the VA target markets. I think that without VA unity, onshore VAs will continue to battle what administrative assistants in the brick and mortar world have long sought - the aura of respect and professionalism that comes from people valuing your work.

As for not foreseeing virtual assistance going offshore, that's just another measure (and downside) of the VA industry's success. The first measure was everyone working virtually adopting the VA moniker, and the second was those smart, overseas rascals getting on what they perceived to be the gravy train :-). I've gotta admit that I never, in my wildest imaginings, ever imagined that my work (administrative) would be coveted and seen as a good target for offshoring. LOL

=>Donna Caissie
ExtraOrdinary Assistance
www.extra-assist.com
dcaissie@extra-assist.com

[Jeff Yablon]

Hey, interesting post!

Most of our clients don't fit the mold you describe, but WOW have we seen them. And they're bo fun.

VAs, like their clientele, will do well to heed what you say and adapt!

And the good ones will.

Jeff Yablon
President & CEO
Virtual VIP

[SueAnne Warren]

Thank you, Stacy, for articulating all this so clearly. For the past two months I'd been enduring feelings of frustration doing piecework for a client only because our personalities and values were so similar, because I really enjoyed speaking with her and believed in what she is doing. This morning, based on the realization that she and I are not creating value for each other, I made the decision to let her go, and then your post appeared in my email affirming everything I'd come to know.

Over the past month I've learned that, among all the other benefits of working with ideal clients, is the fact that they bring out the best we can be as virtual assistants.

[ellathinks]

an informative one! virtual assistant is really a nice job that help clients a lot. look for VAnetworking

[ellathinks]

an informative one! virtual assistant is really a nice job that help clients a lot. look for VAnetworking

[Kimberly]

Hi Stacy,
Thank you for addressing this as it is something that I've been thinking about for a while as well. That is, the balance between needing educate others or just leaving those who want to outsource to the cheapest available to their own devices.

I do think that we are helping ourselves and our industry by educating where we can but that we can also do ourselves a great favor by focusing on marketing the value that we bring to our clients. Which I think it also your point.

Thanks again!
Kimberly
http://www.jkvirtualoffice.com

[Becki]

I honestly have found that the potential clients whose first priority is saving money are NOT the clients I want.

I own a transcription service and we don't try to be everything to everyone. We specialize in information marketers, coaches, speakers, and authors.

That means we don't do insurance companies, focus groups, medical or legal, media transcription,etc.

Why? Because I decided not to be a commodity and to specialize. In this market, the people willing to pay for professionally edited transcripts are also the people who are pleasant to work with, do interesting work, refer us generously, and pay quickly without reminders.

Yes, some people inquiring have said, "I can get that done for 1/4 the price," obviously thinking India or Romania.

I just think, "Go ahead. I'll either see you soon when you get a crappy job back and need it redone, or you don't care enough about your own reputation to get it done right in the first place."

Either way, we get to control who we work with when we set those parameters.

Becki
www.WordsIntoProfits.com