Jan Morris – who is just about to start up as a Virtual Assistant interviewed me recently, to find out a few tips before she started.
Here is the transcript of the interview as I thought it might help some other VA’s or PA’s get started.
How and when did you get started as a VA – what made you decide to do it?
I set up as a sole trader in 2008, and changed to a Limited Company in 2011. I knew my strengths laid in organising things and that’s what I love doing, so I set up a business around that.
Are you glad you became self-employed and what are the pros and cons?
Yes I am very glad, I am my own boss and being a control freak, that really was the only way forward. The pro’s are that I answer to me, and I choose who I work for and when and where. The con’s are that I don’t have a big team behind me if something goes wrong, but I have set up a network of people that I can trust and rely on – but that took time, which I didn’t have in the beginning.
What was the most helpful pieces of advice you received about starting up your business?
‘I written books on marketing – cheque books’ – Lord Alan Sugar
‘You’ll be great at whatever you do – you always are’- My Dad
Did you get any help in setting up your business and if so from friends/family or professional advisors?
I did go on a free setting up in business course, and joined the Federation of Small Businesses, but no family help, only encouragement.
How did you find your first client and did you get most of your subsequent clients from referrals?
My first client was my old boss, most new work comes from referrals, or my website. This is a people business so I also get out and meet new people all the time at events etc.
Can you remember what your first job was for your first client?
After I left my full time job I went back to cover staff sickness, which led to quite a few more similar jobs in the early days.
Do you have a preferred job/role and if so why do you prefer it to other jobs/roles?
There is no defined role in this job, you match what you can offer to what the client needs, I know my limitations and skills, and adjust my role accordingly. But that has taken years to hone that skill.
Are there jobs you hate and refuse to do and if so what are they?
Making sales calls.
What has been your most fun role/job?
Some of what I do is teaching and training (I used to be an IT trainer years back) and I really enjoy that – helping others learn new skills. Probably social media and marketing training or team building skills.
Did you struggle to make a living in your first year or were you able to make a profit?
I made a small profit in the first year, but most of my income was spent on kitting out my office – laptop, printer, phones, desk, office stationery etc. Most of this was offset for tax, so even though my income was less than my salary, at least I wasn’t paying much tax.
What made you decide to work with your associates and was it easy to work out all the logistics, etc?
I needed to bring in associates to help with the work that was coming in, as I was unable to manage everything. I had quite a bit of new (and still ongoing) work come in during the second half of my first trading year. My associates work from their own offices (only very occasionally from mine) so the logistics are not hard, the difficult thing is finding not only good people but exceptional people.
As you are the boss/owner, do they take their lead from you, or are there arguments/spats?
I thoroughly vet every associate – sometimes taking months to decide if they are right to work with me, I have only been wrong once and we parted company amicably. Other than that everyone is so nice and I get on well with all of them.
Do you work from home or an office and if from home, is it easy to communicate with your colleagues?
I work from a home office, and communication has never been an issue for me, phone, email, skype are perfectly adequate, we meet only when we have to as time is precious.
If you are busy do you turn work away, or do you sub-contract?
I don’t turn work away if the work is something we can manage, that’s why I have associates to take on the extra work. If necessary I will work over the evening/weekend to meet a deadline, but I am proud of the fact that I am super organised so everything does get done on time.
If you do sub-contract, is it easy to manage, or do you spend time chasing them up?
I only sub-contract out small portions of work at any one time and always give a deadline, I know that my associates will deliver on time and if they cannot do this they let me know before they take on the work. I trust them, but its taken years to gain that confidence.
What is the normal split of rate with a sub-contractor?
There is no normal ‘split’ and in fact I take a small percentage rather than split, this is agreed in advance so that everyone is happy.
Do you spend a lot of time typing or are you more hands-on and go to the client’s office/home to physically sort out their filing system/email account, etc?
Not much typing for clients, not even much filing, everything is pretty much done over the phone and email these days. Most work is virtual but some clients like to see me in person once a month
Are you involved in affiliation schemes – Amazon page, etc? If not, would you consider it, or do you think it cheapens your brand?
I do have an Amazon affiliates account but hardly use it, I wouldn’t say it cheapens my brand, I just have better things to spend my time on.
Do you ever do any pro-bono work for charities, etc?
I already do a lot of fundraising for local and national charities, usually through running, I am also a member of a few charitable organisations that I pay a membership fee to, so I sleep at night knowing I have already done a lot.
Did you have to spend a lot of money on advertising?
I do most of my own marketing, but I did have to spend a bit when I got started on my branding/logo/website/letterheads/business cards etc. I called in a few business favours to keep the costs down.
Do you still spend money on advertising?
I don’t advertise – people find me, plus I go to a lot of events so meet people who know people, and you get your name around that way.
I have found a long list of documents on sale at a VA Association – do you use a lot of contracts/forms or is everything online?
I try to keep things simple, a lot of what I do is based on trust and I have found that a one page letter of agreement has been enough for me to form a ‘contract’ with my clients.
Do you sign a contracts and terms and conditions with your clients?
I have never been asked to sign a contract or terms and conditions with any of my clients. I am very discreet when working in similar sectors and never cross over different clients in different sectors, I wear many hats but never all at the same time. Its up to me to ensure I keep them organised.
Do you sign a contract with a subbie?
As above I have a letter of agreement – which is signed by us both.
If you do work virtually can you recommend software that you use for online “collaboration”?
I use a Mac and a huge variation in different sharing software. You have to be willing to fit in with what the client uses. I find Dropbox useful but generally speaking people still are sharing files via email. I have Mac and PC compatible software – its easier that way, but I am sure you will come up against some problems, the world is not standardised in terms of platforms, software etc.
Do you use Project Management software and if so can you recommend it?
No, but I have done in the past, Microsoft Project is quite easy to learn. I also used to be a PRINCE2 Practitioner – and Project Management is not really something I like or relish, so I steer clear.
I hear a lot about QuickBooks, Sage and lately Xero – have you used any of these? If so, any good?
I used KashFlow for a while, but I also use software that my clients like to use, so I have to learn those as I go on. For my own accounting I just use Excel, its adequate for my needs.
If you do your own bookkeeping invoicing, can you recommend your software – is it a “cloud” system?
Again I use Excel but Kashflow is easy to use, recommend if you do to use it from the start, it takes a while to set up.
How do you access clients diaries remotely?
Some use Google Calendar, others via a CRM system, but I keep a master diary on my laptop of all my client movements, luckily I only have 2 clients who travel a huge amount and both of them have their own travel agents.
Have you ever been scammed by a client – i.e. not been paid?
Yes once, but I learnt my lesson from that, and its what made me decide to set up as a Limited Company. Where ever possible I meet new clients, or if they are at the other end of the country I at least have a long phone chat with them. I also look them up on Facebook/LinkedIn etc.
Do you get would-be clients trying to knock your rate down? If so, do you manage to persuade them that you are good value and “convert” them?
This is harder when you are starting up, but I am completely up front at the start what my rate is and my negotiated rate is only available for longer term clients. I offer new clients a free one hour trial session, so that they can see the quality of my work. I let the quality of my work speak.
Would you ever turn work down/clients away (even if you are not busy) and if so why? Assume there might be some work you don’t want to do?
I have turned work down that I didn’t want to do, there is some element of a gut feeling when a new client makes an enquiry. Some things I am not suitably qualified or insured to do, for example collecting clients children from school, I am not a child minder or taxi service.
Do you have a strict checklist procedure for when new clients join you?
Again – and I am prepared to take the small risk – I go by my instinct. I don’t think its necessary to carry out for example credit checking on all new clients. Generally most of my clients come as referrals and recommendations so its not something I worry about.
Do you have a script ready to use when would-be clients call you? If so, any tips as to what to include?
No I am afraid it all comes from my head/heart. Probably best to do less talking and more listening, find out what they want, and come back with solutions. I always take notes while on the phone – even if its some-one I know.
Do your clients pay in advance – i.e. retainers, or do they pay 50% up front and then you invoice for the balance? If both, is it hard to keep on top of your billings?
My terms and conditions are that I ask to be paid within 30 days of the invoice date. I do my own invoicing once a month so that each client only gets one invoice a month. This is more difficult if you are working with associates, but they invoice me in a similar way. I know its not a water-tight system but it works for me and my clients.
What’s your best tip to obtain clients AND to hold onto them?
Be superb, be amazing, be invaluable, be there for them.
Are most of your clients based in Bath? If so, does that mean that you do not have to work “virtually”
Less than half of my clients are based in Bath, but even the ones that are I only actually see about once a month in person, the rest is virtual.
Did you find clients via networking orgs/groups?
Not directly but I have built up fantastic networks of people I trust and businesses that have become suppliers. I don’t go out to meet new clients, I just go out to meet new people and make business friendships.
Do you do your own bookkeeping for your business or do you pass it all to bookkeeper/accountant?
I keep basic Excel spreadsheets and send to my accountant once a quarter – she has been my accountant for 3 years so knows how I work and how my business works, its all done virtually and we meet once a year to talk about profit and loss, fees etc.
Is everything you buy for your role tax deductable -including solicitor/accountant, etc?
I can’t give tax advice but a lot of things are offset against tax, the best thing to do is keep records of everything. Also you should be able to go on an HMRC tax course – I did when I started up.
Do you invoice your clients yourself or do you sub this out?
I do it, I don’t have hundreds of invoices each month so its quite straightforward.
Is joining the FSB and/or Chamber of Commerce worthwhile?
Yes the Federation of Small Businesses, I have been a member since start up. Free banking, free legal advice, discounts etc.
Have you gained clients from joining the FSB/CoC?
Not directly, but I have made some excellent contacts through events, some of which may or may not turn into work in the future. I don’t try too hard.
Jan interviewed Angela over lunch in Bath on Friday 1st March 2013.