Why get professional support?

As a small business owner, you will hire outside experts for many reasons — for technology support, social media development, financial planning, bookkeeping, legal issues, personnel reviews, or to improve your business management. You may also benefit from contracting with a business advisor who can be an expert sounding board on business decision-making, holding you accountable and helping you to meet your goals.

What to consider first

First, you need to be clear about why you want help and what you want from any professional. What is your challenge or opportunity?

Next, identify the qualities that would make a professional a good match for you and your business. You want to find someone who:

• Has skills and experience that exceed your needs
• Is ethical, transparent and trustworthy
• Has an approach that fits with your style
• Is available when you need them

How to find “the right one”

It can be hard to know if someone will be a good match just from looking at a website. We recommend asking for referrals from people you know and trust, and who are also in small business. After getting referrals, though, you must still do your own due diligence! You are not just hiring someone for an hour of their time (even if for now that is all you need). You want to find someone who can be a great support person for your business for months and years to come.

Due diligence

Whether you find a professional from a Google search or a trusted colleague, you need to do your homework. When interviewing potential people to work with, it is important to:

• Honestly represent who you are and what you are looking for
• Ask lots of questions to verify this person has the expertise you need
• Read their testimonials and/or reviews
• Understand the terms of the relationship and any contract, including fees.
• Pay careful attention to the questions he/she asks you. (They should be assessing if you are the right fit for them, too!)

(Once you are working with someone, be sure to continue to re-assess your needs and the professional relationship so that you get the outcomes desired as your business grows and your needs change.)

Finalizing the match

Take your time to make a good decision. You need to feel confident that this professional understands you and your needs, will be available when you need them, and will help you implement effective solutions. This person will be an essential business asset – giving you advice that you can use, and helping you to develop systems for your business. With the right support, you will be able to focus your energy on your clients, customers, employees and business goals… and see long-term positive results for your business!

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The recent Giants World Series win (woo hoo!!) has me thinking about the similarities between playing Major League baseball and running a small business…

It takes specific skills and years of practice
A baseball player must spend years in the Minor Leagues honing his craft and developing the skills, strength and confidence to perform well. He also has to get noticed.

Similarly, in the world of small business, successful entrepreneurs are those who have had a lot of practice developing the skills relevant to their product/service. By educating yourself about your industry, doing thorough market research, working for others, and starting with a pop-up or a simple business model that can grow with time, you can set yourself up for “major” success.

Success comes from trying, failing, and trying again
An excellent batter in baseball is only successful 30% of the time. Occasionally a batter might get on base with a walk or because of someone else’s error but he has to face failure with each batting experience. It is very hard to hit a small round ball hurdling through the air from 60 feet away at 90+ miles per hour!

A small business owner won’t be able to make a sale with every customer or client interaction. Being successful means putting yourself out there and reaching out to customers and clients over and over. You may have to contact a potential client 5 to 10 times before they are convinced to “take as swing at your pitch”. Yet with every business “failure” you will gain experience and confidence.

It is a team effort of stakeholders
The pitcher needs to throw fast and get the ball over the plate, the catcher needs to catch the ball, and each infielder and outfielder needs to be ready for every pop-up, fly or ground ball. Everyone has to work in coordination to keep a runner from scoring. That coordination and synergy is central to success—both for the offensive team and those on defense.

As a small business owner, your most important asset is your team. First it starts with you as the leader. Then there are the people you hired and trained who work hard alongside you to make the business a success. Most business owners can’t do it all themselves. Even if your business is too small for employees, there are professional support people, vendors, investors, clients and customers that all have a role to play. They are all stakeholders in the business.

It requires fans
Nothing feels worse than going to a baseball game with lackluster support in the stands. The fans are the 10th “player” on the field. Their enthusiasm and encouragement (and sometimes discouragement) can make a huge difference in the course of the game.

Businesses don’t just need customers and clients, they need enthusiastic and loyal customers and clients. They need fans who will “cheer loud” and spread the word—write positive testimonials, refer the business’ products or services to friends and family, and get others excited, too. Consistent contact and positive messaging to your fan-base is needed in both baseball and in small business.

You need a great coach or advisor
Bruce Bochy is an amazing manager—coaching the Giants to three World Series in five years! As a coach, he decides who plays each position, the batting order and when the pitcher will change. His attention to detail throughout the game can affect the outcome. Players on the team also take on the role of “coach”—helping to keep their team members motivated and working together. Hunter Pence or Buster Posey play this role with their constant encouragement to their teammates.

In business, the owner is often the “coach”—training new employees, guiding staff and creating at atmosphere of trust so employees feel welcomed, supported and motivated to take risks to grow the business. But small business owners need their own coach, too. This could be a trusted business advisor or mentor or it might be peers who are grappling with similar business challenges and opportunities. (PTA plays this role for many of our clients.)

You must take a position and play to your strengths
Some baseball players have an outstanding pitching arm, others seem to always connect the bat with the ball, while others are super fast on their feet. Players must play positions best-suited to their skill-sets.

Small business owners must play to their strengths, too. First, it’s important to understand what skills are needed to run your business well. Then, to be honest with yourself about what you do well and what you don’t (and what you would rather not do). Others should be hired to fill any gaps.

There are the stars
The Giants had some real stars this season, like Madison Bumgarner and Hunter Pence. They performed well under pressure and made the magic happen.

Small business owners and managers need to be stars, too, by “performing” well in every customer and client interaction. You must know your products or services inside and out and consistently rise to every challenge, be they complaints, delivery issues, employees who quit, or other unexpected emergencies.

Support people make everything work
A baseball team can’t be made up of “starters” only, though. There must be a solid crew of players who can be counted on to play well and become utility players at times, pinch-hitting when there is a need. And we cannot forget about all the behind-the-scenes people who make each ball club function.

Successful small businesses also need support people to make everything tick. Even a one-person small business needs a bookkeeper, administrative services, legal and insurance help, and access to the banking community.

You must take breaks and time off to rest and recharge
For eight months of the year, baseball players practice, stay in shape and play hard. But it isn’t non-stop. They take breaks to recuperate and for intense positions, like pitcher, players won’t even play the entire game.

Small business owners are always go-go-go and do not usually get to work just eight months of the year—at least not right away. A fast and constant pace is often required to get and keep customers or clients and manage cash flow. But it is key to manage your time well, too, both on and off the job. Taking a break to rest and have creative time is essential.

When you close a deal and win, it is oh so rewarding!
Every year baseball players go through arbitration or salary disputes. Sometimes they have long-term deals for two or three years but they still have to close the deal, perform at a higher rate and sometimes move to a different team. (We will see how Pablo Sandoval does in Boston. Sometimes your competition convinces your best people to leave.)

As a small business owner, you also have to close the deal. You have to make the sale, hire or fire the employee, open a new store, bring in a new manager, and continue to meet the complexities of the business by increasing your management, marketing and financial acumen (or finding others to help). And every time you make a sale, hire a new employee, find a new location and grow, it is incredibly rewarding.

It is a lot of fun and it is hard work
Baseball players play hard and they get to revel in a great hit, catching the ball for an out, or scoring a run. After all, it is just a game!

As a small business owner, owning a business is the hardest work you will ever do. But it is also a lot of fun—you get to follow your passion, blaze your own trail, create jobs, contribute to your community, and make a difference.

Now, if only the pay rate for small business owners was in the baseball player “ballpark”, we small business entrepreneurs would have it made!

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I recently read the Steve Jobs biography by Walter Isaacson and watched a documentary on his life and last few months. Jobs didn’t ever seem to give up. He pushed himself and others to be different and make a difference. He is an example of someone who had a passion for life, a commitment to make an impact, and a curiosity that never went away.

Jobs felt that “the only way to be truly satisfied is to do what you believe to be great work.” He went on to say that “the only way to do great work, is to love what you do.” Do we all have this passion and enthusiasm? Are we committed to being a success no matter what stands in our way?

Most small business owners are driven… to do something our own way and to be a success. Yes, we want to be financially successful but other types of success matter to us, too: doing something unique, being remembered, teaching others, and leaving a legacy — something that will last.

But what happens when we get stuck? What if we cannot stay connected to the passion? What if success feels elusive and failures do not all become lessons learned? Innately, we know we must keep moving forward and that we will learn from our failures if we can figure out a different path. (Of course, trying to do the same thing the same way over and over is not wisdom, it’s insanity.) Success usually doesn’t just show up. We have to go out there and get it…tackle it, embrace it, own it.

Sometimes we have trouble figuring out the next steps on our own, though. There may be too many options. We may be spinning our wheels around one particular issue. We may hesitate instead of taking action. When we stumble and panic, who can guide us and nudge us forward? Finding someone we trust to mentor us can be critical.

I have a client who is a long-distance open water swimmer. When his group is on a long swim they have escorts in kayaks, rowboats and inflatable motorboats. As he explains, the escorts “look out for our safety, fending off other boats, telling us where we are, where to go, they feed us. They make sure we are okay in mind and body. They are our cheerleaders and companions in our journey to the goal.”

Small business owners also need guides through rough waters. We need escorts, cheerleaders and supporters as we deal with changes and difficulties in our businesses. We might be forced to move locations unexpectedly, have an important employee abandon us, or struggle to make the business financially sustainable. In these times, mentors are essential.

According to the Startup Genome Report, “having helpful mentors” is key to entrepreneurial success. This survey of 650 internet startups found that “the right mentors significantly influence a company’s performance and ability to raise money.” Though we may not have the data to prove it yet, I believe mentoring matters for all small businesses, both new and established. With great mentor support, we can all become the small business owners we want to be.

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As business owners, we cannot do it all by ourselves. Small business specialists can help tackle problems in accounting, law, insurance, graphic design, marketing, management and other critical areas.

I’ve found there are three primary reasons for a business owner to hire an outside expert:

1. For the short-term when over-extended, such as market expansion or preparing a business for sale
2. For specific or sensitive issues, such as personnel problems
3. For issues demanding special expertise, such as computer systems, taxes or engineering help.

Here’s how you can choose the right professional for you and your business:

Before your search begins
Determine what you really need, when you need it and how much you can afford to spend. This will help you decide the type of professional to look for and the criteria you’ll want to use in evaluating your options. Know the results or outcomes you would like to obtain. This will help clarify the level of expertise you’re looking for.

The Search
Ask for recommendations from colleagues in businesses of similar type, size and philosophy (instead of blindly searching the internet). If colleagues have been satisfied clients they will be happy and eager to refer the professional or consultant to you. You can also find quality help through business associations and industry-specific professional groups.

The Screening
Find an advisor who can really listen, evaluate the situation, make recommendations and then, if appropriate, help you implement solutions. When you first talk with the professional, notice if he or she can connect your problem to his or her previous experience. Pay attention to the questions the professional asks you.

The Meeting
Spend the first few minutes of your first face-to-face meeting setting an agenda, identifying possible outcomes and getting agreement on the length of the first session. This will help focus your time, set criteria for measurable results and keep you in charge. The professional should be able to define the basic issues and then estimate time, terms and fees.

The Agreement
It’s wise to get things in writing, including a work plan and timeline. Many professionals will provide a letter of agreement but don’t expect consultants, like a computer or management consultant, to provide a full analysis for free. A thorough analysis of your business situation and expert recommendations are worth paying for in advance of a solution being implemented. This important step, if done properly, can actually save the overall expenditure of certain projects and should be included in the total budget for the project.

Using professionals in your business is not a sign of weakness! It is an indication of sound management practices. As a business grows, staff can be added to replace outside experts or you can continue to use contract professionals.

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