1996 – Managing Virtual Assistants and Boosting Engagement with Kirsten Graham

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1:06With us right now, it's Kirsten Graham. Kirsten, you are the co-founder and co-CEO of Six Figure Business Coaching. You are found on the web at sixfigurebusinesscoaching.com. Kirsten, thank you so much for joining us. Gosh, thank you for having me. I'm so looking forward to our conversation. Yes. Well, give us an overview of the work that you do and who you serve. Yeah, it's really funny. I was at a networking event the other day and someone referred to me as the outsourcing queen. So I guess I'm kind of stepping into that role. We really help businesses outsource overseas. We had started outsourcing about 16 years ago and learned a lot of hard lessons.

1:40So we really focus on helping business owners outsource primarily marketing tasks to virtual assistants in the Philippines. Yeah. Well, and I think that most of us have done that in the past, although that could come with a wide variety of experiences. I know I think most of us who have been outsourcing for any length of time, we've probably had some bad experiences. And then we've had some really great ones. So Kirsten, maybe you can help us maybe with some best practices on how to do that better. Yeah. First of all, it's a two-way street. Jeannie and I like to say, you know, when we first started, again, 16 years ago, it was before Zoom and Skype and WhatsApp.

2:22So, you know, we really learned the hard way we're taking advantage of. But on the flip side of that, we were probably kind of crappy bosses because we didn't always have a very detailed job description. maybe our onboarding process and training wasn't as good as it should have been. You know, those types of things matter a lot. So it's not just about getting the right person. It's about us being the right person and having the time to invest in that new hire. Initially, you know, it seems like a lot of work, I guess, in some ways, but then it's going to save you time in the long run. And that really breaks my heart because we hear it all the time.

2:57You know, I hired someone and it was more work than it was worth. Well, again, that's because they're making the same mistakes we made years ago, which was, again, not having a detailed job description, not having an onboarding process, not having your standard operating procedures in place, not using project management software to manage tasks. We lead people, we manage tasks. So I think those are the types of things that we have to focus on in order to be successful and in order for them to have a successful job with us. Yeah. Do you mind maybe going through some of those best practices on how to be a better contractor or employer of that virtual assistant?

3:39Sure. Absolutely. So first of all, we really, we don't, we're not a marketing agency and we're not an outsourcing agency. So we're kind of a little bit like you kind of in a unique space because we coach our clients on marketing and the things that their virtual assistant can do. But we pair our virtual assistants with a client and they work directly for them. And the main reason for that, Josh, is because we feel like it's really important. Instead of treating a virtual assistant like there's someone halfway around the world who's just going to do tasks, bring them on and treat them like a value part of your team.

4:09If you have a team meeting every week, get that virtual assistant on Zoom right there in the meeting with everyone so that they have a bigger buy-in to the business. You know, we always talk about when we have employees stateside, we talk about having them buy in to the vision and the mission of the company. but we really forget that when we're outsourcing. So that would be one of my number one tips is make sure to treat them like part of the team. And a lot of the same practices that you would apply with people locally are the same types of things you want to do. Build a relationship with them.

4:40Just because they're not in the office doesn't mean you shouldn't build a relationship with them. Giving constructive feedback, also giving really positive feedback, letting them know what they're doing a really great job on. I think the other thing is understanding cultural differences, right? And that is where it is very different hiring overseas. And we've hired in six different countries and all of them have very different cultural differences. So understanding those, most of our, most of our virtual assistants now come from the Philippines and they communicate very softly. And as Americans, we just, we communicate kind of aggressively.

5:12We don't realize we do, but we do. And it's not wrong. It's just different. So, you know, sometimes reminding our, you know, our clients, if you're, you know, you've had a busy day, you're wound up, you know, you get on the call with that virtual assistant, and you're talking too fast, or maybe you come across as really assertive, that can come off as really challenging for them because it's a different way of communication. So we really try to do that. We also work a lot with the virtual assistants, understanding the communication differences and cultural differences with us, because again, it's a two-way street.

5:42Both sides need to understand those things. So I always say, take that into consideration. The other thing is we really hire and we help our clients hire for long-term, you know, virtual assistants, you know, we're not looking to hire someone off fiber to do a project, which there's nothing wrong with that, but we're looking to bring people on, you know, who can do ongoing tasks, you know, for example, video editing or audio editing or graphic design. Once that virtual assistant knows what you like and your style and they've got your brand down, you know, each week that passes is less and less edits that you have to give them.

6:16And eventually, like, you know, you glance over your content and it's fantastic because they know you, they know what you want and they're on point on a regular basis. So you want to invest in them. Yeah. I know one, Kirsten, one I'd say refrain I hear quite often is when we hired them, it started off great. And then a few months later, it was just like, I felt like I was constantly babysitting and it was frustrating. And it just it felt like that they lost their motivation. And it just it just kind of fizzled, which is disappointing because, I mean, it's bad for the VA because obviously they need to start over and find a new position.

6:59If it's not going to work out for us, you know, as an employer, as someone is contracting the independent contractor, you know, we have to start all over. And I just I've heard that quite a bit. We've experienced that a little bit and I'd rather not get to that point. Yes, absolutely. And sometimes it's like, again, sometimes we have to dig in and figure out why something happened, right? Because there's a million reasons why that could have happened. So it could be anything from, you know, you weren't keeping that person engaged. Maybe there just wasn't enough communication. Maybe there was too much communication.

7:33Like you're micromanaging them to the point where they felt like every time they did something was wrong, you know, or they were afraid to take the lead. You weren't empowering them to take the lead. And if it's a person, if you've hired someone, which is what we focus on is hiring people who don't need to be micromanaged, who are going to take the lead and do their task. And if they come up with something really creative, they're going to present it to you, knowing that you may or may not like it and you may or may not choose to use it. But they're going to constantly figure out ways to help you and help you grow your business.

8:01If you don't empower them to do that, eventually they can get bored or they can feel like they're just not doing a good job on a regular basis. So there is a balance between being there and really managing them and not micromanaging them and really empowering them to do their job, but also not being completely hands off to the point where they feel like, again, they're out in left field. They're just being treated like some contract worker rather than being treated like part of a team. Yeah, yeah. Let's talk a little bit about video marketing. And I would love for you to kind of maybe just take a few moments to our friend that's listening right now.

8:39If they're not leveraging all that video can do for them, let's fire them up. Okay, sure. Yeah. So my first experience with video marketing, because my background is real estate. I spent 25 years in that industry. Yeah. And in all parts of the industry. So in 2006, late six, early seven, I started creating videos for my mortgage company. and really my first video was done completely out of frustration. You know, Josh, I'd be on the phone with you and then you're talking about your loan application and I'd go over everything you needed to bring to us. I would send you an email with a checklist and then you would come in for your application and you'd have about 70 % of what we needed, which meant my processors had to chase you to get the other documentation, which made it feel like not a great process for you.

9:22So my first video was really out of frustration and it was like, you know, I need your W-2s for the past two years. I need 90 days of bank statements and I need all pages because the underwriter doesn't know that page seven is blank. So it was really that kind of content. But what happened was we realized that people started bringing in more of their documentation, right? So my processors weren't chasing them. The client had an overall better experience because even though my processors were going back and asking for stuff we had originally asked for that were on that list, it still felt to them like we were constantly coming after them for something new.

9:56So it was a better client experience. So then we just started doing videos on all types of things. Any question a customer or client ever asked you is usually a great piece of video content. So for example, one of the things was a young homeowner, first time homeowner asked me, well, what's the difference in a home inspection and a home appraisal? Well, you know, again, they sound very similar, right? That's, that's a great piece of content. That's something I know anybody in the industry knows, but if you've never bought a house, they sound very similar. So things like that, or, you know, for people having investment properties, what's a 1031 exchange and how do I use that if I want to sell my property, not pay capital gains taxes.

10:34So we just started creating all kinds of fantastic content that was just educational. But Josh, here's where it got really, really crazy is when first couple of times people would walk into my office and they knew me, right? They're like, Hey, who are you? And they're talking to me. They're asking about my dog. And I am, I'm literally racing through my brain thinking, how do I know this person? Where did I meet this person? And come to find out I didn't know them. I hadn't met them. They had just watched enough of our videos that they felt like they knew me. And so that's where video really builds know, like, and trust.

11:07And I think that's why it's so important for businesses to use it. One, you create that video one time. You can use it in a lot of different places. It's working for you 24 hours a day, seven days a week. And it gives you a great opportunity. I know you're big into giving, like givers gain and give the go giver. So giving value, giving content without asking for anything other than to give them information that they're looking for. So that's kind of our philosophy around video marketing. Yeah. And then of course, obviously kind of connecting the dots here, a virtual team that you facilitate in and around video marketing, tell me a bit.

11:47Oh, shoot. Sorry. There's your video that comes up again. So I'm at your website, sixfigurebusinesscoaching.com and connect the dots now. So you've got a virtual team and how does a virtual team through six figure business coaching help them implement a far better video marketing strategy? Right. So we work with our client to figure out their strategy. And we work with a lot of online businesses, but also local businesses. Because if you're a lawyer or a real estate agent, you can really leverage YouTube for local SEO, which is incredibly powerful. So our team, we actually interview and vet virtual assistants.

12:23Once they have made it through the interviewing process, they have to go through about six or seven hours of online training that we're not paying them to do. Once they make it through that training, they go into a paid internship. And then we're paying them to make sure that they are talented, that they're skilled, They can meet deadlines. They have great communication skills. Once that virtual assistant has proven themselves and they graduate from our internship program, they then go directly to work for a client. So, and then we kind of become matchmakers, right? So when I'm trying to match up a client with the right virtual assistant, I'm looking for them to either have a passion match.

12:58You know, for example, we have a guy who calls auto racing, like all over the world. He's been doing it for like 30 years. He has this great voice. And so we wanted to find somebody who possibly followed racing. And we did have a male virtual assistant who did follow racing. And so he was really excited. So finding someone who's going to be really passionate about the industry that you're in, or we're trying to find just the person clicks, you know, they just click right off the bat. So we're kind of matchmakers more so than, you know, they're not working directly for us. Once they go to work for our client, they are working directly for them, but they're still using all of our standard operating procedures.

13:35They're still using all of our processes, which we give to our clients so that they can manage the workflows. Yeah. Your website is sixfigurebusinesscoaching.com. Kirsten, for someone that goes to your website, what do you recommend they do? Well, there's a free resource. And if you click that button, it'll take you to a guide, a free guide called Double Your Income with a Marketing Virtual Assistant. And so you can get a free guide that'll talk to you a little bit about outsourcing and what that can look like as far as your marketing goes. and yeah, so it's got some really great content in it and hopefully it'll kind of expand on this conversation.

14:10Yeah, so in fact, you go to Six Figure Business Coaching, you'll see a link right up at the top. It says double your income, click on that and then that's where you can get the free guide. So whether or not you've already got a team of VAs, if you don't have VAs right now, if you're earlier stage and maybe you're just kind of working as a solo, it's a great resource. And then certainly I would imagine, Kirsten, anyone that's already got a team, but maybe they just want to do this a little bit better, particularly if they're hearing what you're talking about on the video marketing side of things.

14:42Sounds like you might make a really great connection. Absolutely. A lot of our bigger firms, like law firms, they may already have an in-house marketing person, but by bringing on one of our virtual assistants, it frees up the person in-house to maybe build relationships with other law firms that do different things. And generally, the person in-house then manages the virtual assistant. So we do place virtual assistants with companies that are bigger, that already have a marketing person in-house, and then they get the support that they need. And it's a win-win for everyone. Awesome. Kirsten Graham, again, co-CEO, co-founder of Six Figure Business Coaching on the web at sixfigurebusinesscoaching.com.

15:19Thanks, Kirsten. Thanks, Josh.

15:26Thanks for listening to the Thoughtful Entrepreneur Show. If you are a thoughtful business owner or professional who would like to be on this daily program, please visit upmyinfluence.com and click on podcast. We believe that every person has a message that can positively impact the world. We love our community who listens and shares our program every day. Together, we are empowering one another as thoughtful leaders. And as I mentioned at the beginning of this program, if you're looking for introductions to partners, investors, influencers, and clients, I have had private conversations with over 2 ,000 leaders asking them where their best business comes from.

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