Do you need a business whisperer? I got one and I'm making more money than ever!

Short of being coaxed and cooed by Robert Redford, I don’t think I could have asked for anything more from my business whisperer. Horses and dogs aren’t the only ones who need a little coaching now and then. As most business owners know, it’s not easy to ask for help. We’re ‘in charge’ after all. People are expecting us to escort them to success and lead them through recessions.
I’ve recently learned a secret that the truly great entrepreneur understands. When you’re stuck, you call in the cavalry. All great leaders – historical and current alike – know when to use the skills of an expert. Leaders know that their knowledge base is often industry specific. But it takes more than the skills within your trade to own and operate a business.
If your company isn’t staffed with the expertise you need, you can contract the services of a consultant, a ‘whisperer’. This person can help coach you through a roadblock; or help you develop new strategies. And, let’s face it, sometimes you get stuck. For me, I wanted to increase my sales and generate a solid client base that would withstand even the worst recession. Eventually, I realized that my efforts weren’t achieving the desired results. I needed a whisperer.
And I needed a whisperer who knew the IT business. After 25+ years in the computer technology industry, I didn’t need assistance with my core business. But I felt it would be helpful to have a coach who at least knew what a trickle drop mailing is. I was surprised at how many people are presenting themselves as consultants in our industry; but don’t have any practical experience owning their own business. I finally found the right person after a little trial and error.
To help shorten your own search process, I’d like to offer the following tips:

• Ask them all the tough questions. This isn’t the time to be embarrassed. Your business is at stake. If they can’t answer them…walk away. If they try to evade the issue…run away.


• Ask for references. These must be other businesses like yours that have used the coach; and got favorable documented results.


• Talk to vendors. You know who you buy from. Call your vendor rep and ask what they know about the coach.


• Test Drive. Hire the coach for a brief engagement or a single project. Grade them on performance, knowledge, experience, skills, professionalism and communication.


• Listen to your Gut. It’s the best judge of all. If your gut says, “NO”, don’t do it. Keep looking and go back to point 1 above.

My whisperer came in the form of a national business coach by the named Robin Robins. (Technology Marketing Toolkit). Not only is Robin a successful business owner, she’s a successful IT coach. With Robin’s assistance, I was able to put a complete marketing plan together for my network support business. She was able help me focus my knowledge and my strengths in a way that I hadn’t been able to.
One special tip Robin provided has to do with “Scattered Thinking”. It happens when we let constant interruptions take us out of our planned day. It was killing us. We worked evenings, weekends and even on vacation. Not only that, but what we thought was giving our clients outstanding response, was replacing the time we needed to plan and strategize. We spent so much time IN the business; we couldn’t MANAGE the business. In short, we were always in “crisis mode” and delivering reactive, rather than proactive service.
Within 3 months, I was able to see the difference. It’s funny how the concepts and approaches I was most skeptical about were the ones having the most impact. Gaining an outsider’s opinion and taking a fresh look at things was making all the difference. My bottom line continues to grow healthier; and I’m making great strides in developing my recession-proof client base.
2009 is looking up already. My coach became a business whisperer. My business is growing (so is our profitability). My staff is dedicated and gifted. I have great clients. And my husband is all the Robert Redford I need.

Val Aubry co-founded Main Street Software, Inc. (MSS) in 1984 utilizing her success in the personal computer and accounting fields to grow the business. MSS’s current focus is on the Microsoft Windows NT network platform and small to mid-sized accounting solutions, with an emphasis on Manufacturing & Job Costing. The experience of her staff (75 percent have been with the company for over 15 years) combined with the company’s dedication to their clients is a testament to Val’s commitment to excellence. You can reach her at Val@mssinc.com for more information.