Administrative Assistant's Update

7 Administrative Assistant's UPDATE VA tips for retaining clients By Jennifer Lewington Unlike administrative professionals assigned to a boss or a team in an of- fice, virtual assistants provide remote support to clients on a contract basis. The ability to turn a first-time client into a monthly retainer is an essential skill for virtual assistants, according to Tawnya Sutherland, founder of VANet- working.com. "We love our monthly retainer cli- ents," says Sutherland, since the fees are paid up-front and guarantee a reli- able flow of monthly income. "They put a smile on our face." She became a virtual assistant in 1997 after a 19-year career as a secretary with various public sector agencies in British Columbia. In 2003, she founded VANet- working.com as a forum that offers free and fee-based training to a more than 25,000 regis- tered members. From her experience and that of others, Sutherland identifies the ingre- dients necessary to develop a long- term relationship with a client. She says the successful VA learns to: 1.Under promise and over deliver: The contract may call for a project to be done in a week. But if the task can be completed efficiently in three days, especially when the client is under time pressure, why not deliver a pleasant surprise? "You can't do that all the time because they [clients] will expect it of you," cautions Sutherland. "But once in a while it is nice [to do]." 2.Be an "opinionated expert": Do you have expertise in PowerPoint, webinars, email marketing or other supports of value to a client? Be ready to offer suggestions that, based on your expertise, could boost the client's business. For example, if the client offered free webinars as a profile-raising exercise, could you repackage them (for a fee) so they become a revenue generator for the client? "The worst thing you can do is not give your client your opinion," says Sutherland. "And you want to work with people who value your opinion." 3.Follow up with the client: Send a short survey to get feedback on the client's satisfaction with the work. Don't be afraid to ask for a testimo - nial. Ask how you can assist in pro- viding additional marketing or other business materials. Use friendly reminders, such as the anniversary of a successful job, to find out what the client needs now. "Anticipate how you can help them [clients] make more money in their business," she says. 4.Communicate well…and listen: Look for ways to understand the client's business so that you can of - fer relevant support, such as social network marketing. During a big project, provide progress reports. Sutherland says some VAs use project management systems that keep email communication in one place and, as well, keep the client up to date. "It is all about relationship-build- ing," she says. 5.Be an asset, not a liability: Mistakes happen. When you are responsible, own it, offering a free month of service, for example, to remind the client of your commitment to doing professional work. Ultimately, says Sutherland, the successful VA understands that relationship-building is the way to develop a loyal client base. "Become more of a business partner so the client can't run the business without you," she says. Credit: Daniela Barreto/Shutterstock VA networking opportunity Tawnya Sutherland, host of VA Virtuosos Seminars (#VAVS), will hold an online event May 23-25, 2016, an opportunity for virtual assistants to network with col- leagues and industry leaders. For more information: www.vavirtuosos.com Tawnya Sutherland

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