The very first group I joined was NAWBO. I knew how to be an assistant; what I didn’t know was how to run a business. And that’s where NAWBO came in.
Joining NAWBO was easily one of the best business decisions I ever made. Without the support of other women in business, in a safe space, learning best practices, I would not be in business today. NAWBO not only provided resources to me, but it also gave me a group of accountability partners, women to lift me up when I was down and provide actionable advice and—my favorite part—help me celebrate my wins!
Did I get clients and referrals out of the group? Yes. However, that was secondary to me. Networking within NAWBO was highly profitable. Whenever you network the right way, you should reap benefits. If I used this group mainly for sales, I might have gotten frustrated and might have left before getting that big contract.
Group 2: Clients
Where can you find your clients? That’s where you need to be. Choose a networking group where you can find potential clients. And consider your client’s schedule. If your potential clients are moms, they are most likely going to meet in the morning or over lunch hours. For them, late afternoons and evenings are spent picking up kids, attending practices, preparing dinner, and spending time with family. When you investigate a networking group, be sure its goals and events cater to your ideal client and his or her schedule.
Think about the options the group offers for meeting other members. Luncheons are nice, but that can mean quick networking sessions at the beginning and sitting around during the meal. Then people are running out the door to head to their next meeting. Happy hours can be fun, but again, make sure this suits your ideal client’s schedule.
My favorite groups are those with roundtable events and open discussion forums. You not only learn from and hear the frustrations of your ideal clients, you also get to hear their language, what’s important to them in doing business, and how they want to make a difference. Listening is key.
Another component is sharing. You might find it difficult to share at first but be patient. Inevitably someone is going to bring up a topic that is your area of expertise. This is your chance to speak with authority and provide value. This is how you get people to know, like, and trust you. You also create curiosity, which is how you open up the lines of communication and make connections.
Group 3: Community
A community group could be your local government, a charitable organization, or even a sports group. In a community group, you are connecting with other people who share your same goals or passions. Being a part of a community group is important because as you start your business, you tend to focus inwardly. It’s natural to forget what really matters in the grand scheme of things when you spend your time building a business. So you use a community group to help you put things in perspective. You’ll find yourself refreshed and renewed with a positive outlook on life after attending these group events.
I’ve been pleasantly surprised at the caliber of people I’ve meet in my community groups, people I had no chance of meeting otherwise. Organizing an event, hosting a fundraiser, and working at the snack bar together were like mini-business courses. And other members of my community groups were very intrigued by what I was doing, causing them to be more than willing to tell others about me and my business.
Networking is all about stretching yourself to make new friends. By joining three specific groups, you’ve taken a lot of the guesswork out of networking because you know what to expect from each group. Still, it can be a little intimidating. Change your mindset and the process will become much easier. Make it your goal to meet two interesting people who are creating a new course. Or someone who just hired another team member. Think about what your ideal client might be sharing. When your goal is to meet interesting people, it makes it much easier to have a conversation.
One of my girlfriends works in sales. When she attends networking events, she always has a specific goal in mind. It’s never to make a sale. She knows it’s not going to happen right now at this event. Making the sale is for when she is sitting in their office several months down the road. Right now, she is looking to meet someone very specific. She looks at her goals and decides where she’s going to focus her attention during that networking event. By the time she finishes a glass of wine while networking, she knows that she needs to make at least two solid connections with people she can follow up with. She cannot enjoy another glass of wine or go home until she meets her goal.
This might not be the best strategy when you first begin your business, but the point is you need to have a strategy. If you don’t plan to meet and connect with anyone, you won’t. Plain and simple. Much like creating your ideal client, when you have it in your head who you’re going to meet, the person appears in front of you.
Yes, You Need to Have an Elevator Pitch
I’m sure you’ve heard the term “elevator pitch.” It means being able to summarize you and your business in just a few seconds. Having an elevator pitch isn’t just for entrepreneurs who are raising seed money or making an important presentation. Thanks to these entrepreneurs, we now know the clarity an elevator pitch can bring to your business.
What if you’re not asking for anything? What if the person you’re speaking to isn’t even a potential client? Do you really need to have an elevator pitch? Yes! As a virtual assistant, your elevator pitch isn’t only for the client you’re speaking with. It’s also so people can refer you to others with complete confidence. Not only are they referring people to you, with the right pitch they are referring your ideal clients to you.
You may have the opportunity to explain your business to someone in person. However, if you have to explain it, how can someone else quickly refer you? They won’t. Chances are they won’t even remember you and your business because it’s too much information to take in. Remember, at networking events the goal is to meet your ideal client. You only have a few moments to share information. Your elevator pitch will help you do this the right way.
I’ve heard a lot of virtual assistants explain what they do instead of mentioning their client. The key is to combine both the ideal client or industry with your specific skills sets and unique values. Otherwise even if you stand out, the client is still unsure if they are right for you. Your elevator pitch should include your potential clients’ problems and how you can solve those problems with your services. When you describe your clients in this way, they will recognize you are the right choice for them.
Those who don’t truly understand the pitch process have ruined it for all of us. It seems like everyone is pitching you something every time you turn the corner. In most cases, it’s awful. The ones I despise the most are those who inflate their pitches. You know the ones. I work with exceptional world class leaders who are ready to take their businesses to the next level. Or I work with multipotentialites who are in the top of their field and are ready to break through their ceiling to discover their true potential. They kind of make me want to put my finger down my throat.
Your elevator pitch isn’t just for your client. It’s for everyone you come into contact with while networking. It should be so simple that it can be repeated easily. You want the person you are speaking with to understand your business and then repeat what they hear to others. You never know when the person you’re speaking with will meet your ideal client. You want that person to immediately realize, you could really benefit from this VA’s services. If you can master your elevator pitch, you will create referrals.
Your elevator pitch paints a picture of you and your business, just like your client avatar and your niche create an image for yourself. You’re not eliminating potential clients; you’re narrowing in on your ideal client. Oh, how I struggled my way through this one! Being simple and concise is an art. If you struggle in this area, as I did, sharing your elevator pitch as much as possible will give you the critical feedback you need.
Have you ever heard a bad elevator pitch? What was bad about it
? If someone has a bad reaction to your elevator pitch, find out why. Ask the person what they think it is you do and who they believe your client is. Some people will offer this up to you without asking. It’s how I became a “matchmaker.”
At first I referred to myself as a “staffer.” Part of my pitch was that I find the right virtual assistant. However, those I networked with casually said, “Oh, so you’re like a matchmaker.” When you hear something often, take notice. I decided I could either embrace this idea or change my focus. Matchmaking was the perfect word picture to describe what I do.
Here are some examples of clear and concise elevator pitches. They let potential clients know exactly what you do and to whom you provide the service. Don’t be scared to be very specific! That is the goal of a good elevator pitch.
I am a lead page expert for coaches who want to have a higher conversion rate on their lead magnets.
I create online courses for professionals who can no longer take on one-on-one clients.
I manage product launches for online entrepreneurs who are looking to grow their audiences.
I’m an executive virtual assistant for busy professionals who can no longer manage to get everything done.
Your clients can identify with these statements very easily. After hearing your elevator pitch, your potential client should know they are your ideal client. Your words say exactly what they want to hear.
If you try to create an elevator pitch that speaks to everyone, it will never attract the one. That’s because your pitch is too generic. It doesn’t matter if you do more than just the one task you mention in your pitch. You don’t have to describe all of your services. Those things will be implied.
You will have far better results when you are concise. Take a look at almost any VA’s website. They all say pretty much the same thing—I will save you time and money. I don’t have overhead expenses. I can work from anywhere. I know. I was a huge offender. But none of these pitches speaks specifically to any one client.
Create your elevator pitch then start using it with your networking groups. This will help you get over any fears and prepare you for the day you pitch to large companies. Remember, the longer you hold on to something without trying it, the more frightening it becomes.
Find a Networking Partner
Some of my NAWBO sisters and I have fun networking together. For one, it’s comforting to see a familiar face in the room when you’re nervous. Second, it’s a great way to make introductions.
Inevitably, through networking you will meet someone who is not a good fit for your business but is perfect for one of your partners. That’s when it’s so important to have a networking partner—you can talk up your partner to someone who needs his or her services, and they can return the favor for you.
Your networking partner also can serve as an accountability partner. You can’t be a wallflower when you’re being watched at a networking event. You can’t duck out early, and you can’t merely float around the room. You have to become part of the conversation. When you have someone in the room you’re accountable to, you’ll be more diligent about accomplishing this goal.
Networking In Person
You can’t keep in touch without business cards. Don’t assume you don’t need them because you’re virtual. Everyone needs business cards. Consider yourself unprepared if you don’t have this crucial business tool. Having a digital business card is another best practice. Put your information in your own contact list. Then when you meet someone and they want to immediately connect with you, send them a contact share. You’ll also be able to fit much more on a digital business card than on a printed one.
Don’t make it your goal to collect business cards at networking events. In fact, I try to accept cards only from people I want to form relationships with, and I never offer my card to a random person. Each card you collect requires a follow-up. Having to follow up with 20 random people is exhausting.
You should follow up with your networking contacts within 24 hours of meeting them. And your follow-up should be personal. Include where and when you met. Just because you’re following up within 24 hours doesn’t mean your contact will read your message before attending another event. Remind them who you are. Let them know why you might want to keep in touch and include something of value to them. Here’s an example of a successful follow-up email. Don’t forget to think about the subject line!
Subject line: Thanks for introducing me to Jane Smith
Body: Joe, it was a pleasure meeting you yesterday at my first XYZ event. I appreciate your taking the time to introduce me to Jane, who is an ideal client for me. We have a meeting scheduled for next week already! Please let me know how I can be of assistance to you in the future.
BTW—You mentioned that you are going to hire an in-person assistant to replace your longtime assistant who is retiring. I’m happy to post the position on my admin forums to increase your talent pool with experienced executive assistants.
Have a great weekend, and I look forward to seeing you at the next XYZ event.
You easily can tailor this message any number of ways. Keep in mind these key ingredients:
Keep it brief.
Don’t send anything they didn’t ask for.
Don’t send anything that isn’t valuable to them.
Create a specific subject line.
Remind them how you met.
Remind them of you and who your ideal client is.
Offer assistance in the future or now, depending on what is appropriate.
These are examples of in-person networking, something I do a good bit of in the United States. There are also plenty of ways to network online.
Networking Online
First and foremost, if you’re not hanging out where your clients are online, you’re losing money. Your online presence is a must so you can learn how others perceive you online.
There are many different online platforms where you can seek out potential clients. Make sure you are where they are. LinkedIn is my favorite platform, and my clients like it too. What is your title in your online profiles? How will you be found online? What will people see when they find you?
Again, don’t confuse your potential client. If they are looking for a VA, are you the one they’re looking for? Does your profile headline include “virtual assistant,” “consultant,” or “business manager?” What do these titles do? How do they benefit your client? If you truly do all of those things, can they be combined and simplified?
What you call yourself is important. I don’t work with freelancers, consultants, online business managers, or the like. I work with assistants, and there is a difference.
Consultants don’t do the work. They only tell you what work needs to be done. Consultants are known leaders in their fields. People actually pay for their thoughts. Are you a known leader? Is anyone paying you for your thoughts? This usually comes later in your career, not at the beginning.
Freelancers are not the same as VAs. They often can be in-person contractors. Freelancers attend meetings, make in-person pitches, or may take on only one client at a time.
Online business managers are questionable. Middle management? Who needs it? If you’re going to be using that title, you need to think about how your ideal client views the term “manager.”
Does your online presence, including your title, confuse your client? Be honest. If you don’t have any clients, the answer is yes.
After you create your online title, think about your online photo. This isn’t about judging a book by its cover. This is making a first impression. If you were meeting a potential client for the first time, is your online profile photo a good representation of the person you want them to meet? Are you smiling? Is the photo of good quality? Is it more appropriate for an online dating site? Is it animated? Is it even you? Did you post a group photo? All of these things contribute to a potential client’s first impression of you and your business.
You’ll
have to address these questions depending on who your client is. I have been told that my online photo is no good because I am not wearing a suit, nor am I standing in a corporate setting. Instead I am wearing casual clothes outdoors. Perfect! My clients don’t tend to be corporate. In fact, they have left the corporate life. In their online photos, my clients often are outdoors, and no one is wearing a suit. Most smile, some don’t. I smile because if I don’t I have resting bitch face. (Look it up. It’s a real thing.) Your online profile photo says a lot about you.
When online networking is done effectively, you can form true and lasting relationships. When I tell people that I have never met some of my closest friends and peers, they are surprised. I’m never sure why. It comes along with what I do. If I didn’t believe you can have a good working relationship or friendship online, I wouldn’t be a fan of virtual assisting. It’s not the time you spend together, it’s the time you listen and share together. When someone understands you, you feel like you have a relationship with them.
Networking in Online Groups
Spam is one of the most common online pet peeves for many people. People and companies trying to sell you stuff you don’t need. So how do you find out what people do need without spamming them? Join the groups they belong to.
Groups, on all online platforms, are a great way to be involved, answer questions, and add value to your potential clients’ businesses. Instead of wondering what your clients are thinking, you’ll know for certain because they’re posting questions directly related to the challenges they’re facing in their businesses. What better way to help them than by providing helpful tips and answers to their questions? This is how you become known, liked, and trusted.
Become A Successful Virtual Assistant Page 9