This article was written by WeddingWire Education Guru Alan Berg, CSP. Alan has over 20 years experience in wedding related sales and marketing, and is an author, business consultant, a member of the National Speakers Association, and the wedding & event industry’s only Certified Speaking Professional®. Learn more at alanberg.com.
Recently, I was conducting a mastermind group the other day in the UK for 10 DJ companies, who have varying years of experience (from 5 years to almost 40 years). What stood out to me was that this group, who all have good, successful companies, each have different business skills. Their technical (computer/internet/website) expertise ranged from low to very high. That’s to be expected with any group. What I didn’t expect is that one of the companies, who’s not known for his technical expertise when it comes to websites, was chiming in to help the group with some pretty technical features of Google Analytics. Quite a few of the guys in the room, including me (as I’ve consulted with him privately), were very surprised.
It turns out that he had been studying up, using websites and YouTube videos, and had picked up a few new tricks – and I’ll have to admit, I didn’t even know one or two of them. A couple of the guys in the room are pretty skilled in making websites and knew him personally, so they were even more surprised.
The point of this story? It got me thinking that each of us has our own history, knowledge and skillset. None of us is an expert in everything, and we shouldn’t ever assume what others may or may not know. We have our own, unique expertise that comes from the combined knowledge we’ve gleaned, and that knowledge is unique to each of us.
We’re each a product of our history
Many wedding pros have transitioned into their own businesses after leaving corporate, or technical jobs. They may have deep knowledge of software such as Microsoft Excel or Outlook. While others struggle to make a basic spreadsheet, they’re knocking out detailed reports with ease. However, those same people who have no problem using Excel might struggle with other areas of their businesses (i.e. marketing, design, websites, etc.). None of us is an expert at everything. When presented with a need for our business, we always have the choice of doing something ourselves, or hiring a professional. Knowing when to choose each path is something we often have to learn by trial and error.
It’s often easier to try to learn a new skill or software program, instead of hiring someone to do that task for you, especially when funds are tight. When you realize that the time you’re investing in learning that skill is time away from building your business, or away from your family, often the right answer is to hire the professional – after all, isn’t that why we want them to hire us? If you’re new at a skill, it’s going to take time for you to master it. If it’s a skill that you can profit from, maybe it’s worth investing in the training and time. For others, hiring a professional us a jump-start to that professional level. What’s that worth to you?
When is it time to make the switch?
I realized that when I switched from doing my own taxes, to hiring a professional CPA. My dad is a retired CPA and we would do my taxes together (my degree is in marketing and accounting). However, he’s been retired for a long time (he’s 86 now), so he’s not up on the latest tax laws and software. I never practiced accounting, so even though I have a good understanding, I wasn’t up on the latest info, either. So, a few years ago I hired an accountant, and the first year he did my taxes he showed me deductions I hadn’t been taking and was able to recoup some refunds from prior years. In other words, he paid for himself the first time I used him.
Too many of us fall into the trap of thinking that because we have expertise in one area, it’s automatically transferrable to another skill. We’re comfortable with using a computer, so we think we can make our own website. We’re creative, so we think we can design our own marketing collateral. It’s understandable, especially when you consider that most of us started as, or still are, small businesses, where you, the owner, is wearing many hats. When you’re bootstrapping a new business, you usually do everything yourself. As a matter of fact, Sam Walton, the founder of Wal-Mart, is purported to have said (and I’m paraphrasing) “When I started my business, I knew I’d be wearing a lot of hats. I just didn’t realize I’d be wearing them all at the same time.”
Time is slipping away
An important realization, in any business, is learning to value your time. It’s the one thing you’ll never get any more of. Sometimes it’s best to hire someone to do something you do have the skill for, just because your time is better spent on other tasks. I put off hiring an assistant for a couple of years. I knew it would be helpful, but I wasn’t sure I could justify the expense. Everything was getting done, but at what cost? The cost was my time, sitting on the sofa at night with my laptop, working, when I should have been spending time with my family, or even just relaxing.
What’s your time worth? What else could you be doing if you delegated some tasks to someone else (virtual assistant, intern, employee)? None of us is an expert at everything, no matter how long, or short, you’ve been in business. Sometimes we all need help. Becoming aware of that is the first step to accomplishing more, achieving more and profiting more.