February 2010

I’ve been working in the virtual support industry for over 10 years now, as an OBM for much of that time (of course) and also in coaching/supporting the business owners who are hiring their own virtual teams.

And there is one thing that can very easily go wrong when it comes to business owners hiring their virtual team members. In fact, i’ve seen this go wrong time and time again in working relationships.

What it comes down to is the answer to this question:

“Who is managing this show?”

Most business owners start their business because they have a vision of something big that they want to create – a passion, a service, a talent. They love what they do and want to give it to the world.

What they don’t love is managing the day-to-day activities of their business. They hate being bogged down in the ‘details’ of their business and quite honestly many business owners simply aren’t good at it.

But the fact of the matter is that someone needs to be in charge – there needs to be someone who is managing the day-to-day activities of your business.

And yet the traditional virtual support model doesn’t always accomodate this need. Most virtual support professionals (VAs, web designers, etc.) either aren’t interested in managing your business or don’t have the skills to do so.

So one of two things generally happens:

1. The business owner assumes that the VA (or whomever) will fulfill this role and they become frustrated/annoyed when they don’t. I’ve seen MANY working relationships fall apart for this very reason.
2. The business owner takes on the responsibility of managing the day-to-day activities of their business. Not only is this a drag for most business owners, it can also seriously stunt your business growth – if you are stuck in the day-to-day stuff who is growing the business?

It’s a fatal flaw in the model, and yet it is also the reality of how many of us are working today. And I know that many of you are sick and tired of it.

What to do? Hire an Online Business Manager.

The official definition of an Online Business Manager (OBM) is:

A virtually based support professional who manages online based businesses, including the day-to-day management of projects, operations, team members and metrics.

However I like to look at the role from a bit of a different angle – what is the purpose of an Online Business Manager beyond ‘what they do’?

The role of the OBM boils down to one simple thing:

To free up the business owner so that they can focus their time and energy on the things that only THEY can do in their business.

Did I just hear a sigh of relief?

I just love this comment from Alicia, which I think illustrates this perfectly.

“After cycling through more virtual assistants than I’d like to admit, I was completely frustrated with the whole industry. And then this blessed little book ended up in my hands, and not by accident, I’m sure. What I learned was that yes, I did need and want virtual assistants to help me run my business (I knew I couldn’t do it without them, but the how to do it effectively had eluded me), but what I ALSO needed was an OBM. When that realization struck, a huge weight lifted from my shoulders. My VAs were doing a fine job – it was ME who was unhappy managing them. The solution? An OBM! I’m indebted to you, Tina – thank you for writing this book so I can go back to enjoying my business again!”

- Alicia M Forest, ClientAbundance.com

If you are interested in hiring an Online Business Manager let me know.

Comments, thoughts?

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by guest author Andrea J. Lee

I know, it’s pretty presumptuous to claim I’m your ideal client, when you likely don’t even know me, but allow me to earn that title, if I may.

Here are 4 reasons why I think it’s true:

1. I’m a veteran entrepreneur. I’ve been in business for nearly 12 years and am servicing several growing markets. >> This means I’m a stable client, not about to go under or freak out at the newness of running a business.
2. My business is in the financial sweet spot. Businesses earning less than six figures can struggle to hire or keep management. >> This means I can more than afford you and the staff you’ll manage.
3. I’m very educated about the benefits of incentive-based compensation. I’m eager to give you the opportunity to earn more than an hourly rate. >> This means you have no arm-twisting to do when it comes to sharing the spoils when things go well.
4. I have a good sense of humor and actually am not an egomaniac. Despite what this sounds like so far. >> This should mean I don’t take myself too seriously, and may be fun and inspiring to work with, at least most of the time.

In less than 2 weeks, the first-ever Online Business Manager Certification Training will begin in intensive, 3-Day format. Tina has asked me to assist in delivering the program, and lead certain segments of it from the client perspective.

In particular there’s one segment I insisted be included – it’s called ‘Putting Yourself in the Shoes of The Client: Closing Prospective Clients as an Online Business Manager.’
You know, that’s the topic about how to actually have the conversation with prospects and closing the sale? How to consistently and reliably get hired to be an OBM. A pretty critical piece in all of this.

As I prepare the material, I realize there are some essentials that everyone in Tina’s community should know, so I’m breaking it out of the training materials to have printed here.

But first, why should you listen to me, in addition to the above?

As a business coach going into my 7th year, you and I have something pretty big in common. I help business owners grow from six figures to seven. They work with me to build their teams, increase their income, not work themselves into the ground.

At a certain point in my work with them, it’s inevitable, like day follows night, they will ask me to help them find/hire/retain/promote/compensate an Online Business Manager. Sometimes, I even get asked to help FIRE and REPLACE an OBM.

So from that perspective, I’d like to share with you 5 Simple Ways to Succeed as an Online Business Manager, from the perspective of your ideal client.

Simple Way #1: Take things away from me.

If you’re a mom, there’s a simple way to think about this. It’s just like confiscating something from your child.

Here’s some sample actual verbiage you can use to cause your client to melt in happiness and thank the heavens for you:

“Let’s make Andrea’s life easier and do XYZ.”

“Why don’t we leave Andrea out of that process; she has enough on her plate.”

“I can totally take that on, leave it with me, I got your back”

“I have room for more work.”

Simple Way #2: Present problems or obstacles only with accompanying solutions.

Again, sticking close to home for clarity on these deceptively simple, but not necessarily easy techniques…

Think of a salt and pepper shaker. You rarely see one without the other because they’re a matched set. As an Online Business Manager, think of problems and their solutions and inviolably attached. Always together.

What not to do or say:

“Andrea, I’m stuck on this.”

Depending on how much external pressure your client is feeling, saying something like this (and only this) is the equivalent of boiling the skin on your client. Instant boils.

Instead say:

“Andrea, my head isn’t clear on this right now but I’m going to take a break and come back with fresh ideas, and consult with my support community. I’ll get right back to you.”

Hear me melting again? Mhmm, oh yeah.

Simple Way #3: Know that it’s almost always about money.

When your client does something you don’t understand, ask yourself why pressure around money might be causing this behavior.

Did they just tell you to stop working on a project? Maybe they took some work back. Did they nitpick some work of yours in an unusual way? Probably they’re hoping they can make it even more effective and bring in more revenue.

One of my favorite sayings as a business coach is “Money solves a lot of problems.”

Knowing this, your job is to then find ways to stand shoulder-to-shoulder with me and look at the money situation, see opportunities to increase income or decrease expenses.

More actual verbiage to use (yes, today, if needed!):

“Someone just called wanting to buy X from us. Would you like to handle this personally?”

“You know that ‘do later’ task of compiling a list of potential joint venture partners? I did it today.”

Simple Way #4: Don’t explain or require me to explain.

As someone who’s had an OBM on my team for years, I like to explain why I do things the way I do them, sometimes. But not every time. Sometimes I just want them done, and I want my OBM to be savvy enough to connect the dots, or, not need them connected.

Even more important, most of the time, I don’t care why something didn’t get done, or got done in a certain way. You as OBM are my ‘extra hard drive’ ‘project management brain’ and essential thinking partner in my business. If I have to explain, or be engaged in your explanations all the time, we lose all that extra brain capacity.

This one is simple and doesn’t require verbiage. Just do it.

Simple Way #5: Make me look better than I can make myself look.

Thomas Leonard said it this way “Add value for the joy of it.”

By taking what I create, and improving it so that it improved, without my having to do it, you give me such lift off and energy that I’ll be dancing at the joy of having you on my team.

When I write a newsletter, have it proofed for me. Add links.

If I’m doing a speaking gig, make my order forms look extra professional.

When I’m meeting a client for an important, high-ticket meeting, ensure I’m extra prepared, and help me follow up, for that very juicy next sale.

If becoming a well-paid Online Business Manager is in your future…

If trading time for dollars as a Virtual Assistant is getting old…

Or if you’re a professional looking for an up and coming, mobile, lucrative and highly inspiring career…

I can think of no better decision than to become an Online Business Manager, and it starts with the simple things above.

For more tools, skills and actual verbiage on turning ‘maybe’ into ‘yes, I want to hire you as my OBM’ be sure NOT to miss registration for the Certification Training program which starts in less than 2 weeks. It’s the only one of its kind on the planet and business owners around the world look first to graduates of Tina’s program.

Either way, I hope you take this article as a challenge to make your clients’ hearts sing, today.

Comments, thoughts? Post them here at the blog.

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