Posted: September 2, 2011

By Susan Smigielski Acker

Correspondent

When small business owners need ideas and opinions for their business, getting help from an outside source is a wise strategy. Small business mentoring and coaching can keep your team on the scoreboard and in the game.

According to the Virginia Small Business Development Center Network, small business owners who participate in five or more hours of counseling during a year are more likely to thrive - not just survive - in a tough economy.

Businesses that sought help in 2009 from the SBDC created more than 1,500 jobs and saved nearly 800 jobs in Virginia, according to an economic impact study provided by Jim Carroll, vice president of small business for the Hampton Roads Chamber of Commerce and executive director of the Small Business Development Center of Hampton Roads Inc.

The study also showed sales grew just over $68 million, and the total financing obtained was $33.9 million.

Carroll said an outside business coach provides a second set of eyes.

"Many times a business owner gets so close to a problem, they cannot see a solution," Carroll said. "A small business counselor can give a different perspective and be very invaluable. They will say, 'Have you considered this or that?' "

Small business counselors can help with problems such as employee tax filings and other paperwork.

"We have several who do not understand the deductions, how to list an employee.," he said. "They can get in a lot of trouble if they do not file right."

Coaches can also offer solutions to human resource issues. Carroll cited a serious problem a building improvement contractor had with a particular job not getting done by his employees.

The contractor had several jobs in different parts of the area plus his office duties, so he was unable to stay with the employees to figure out the problem. A small business counselor suggested he put a satellite tracking device in the company vehicle being used for the job.

He did, and discovered the employees were spending several hours a day at a nearby McDonald's restaurant.

Newport News small business coach Shelley Smith, owner and president of Pink Sky Inc., meets one on one with clients to help solve "what keeps them up at night."

She also facilitates a group of business owners from different types of businesses to help each other. Referred to as a board, business owners describe a problem and get input from other members.

"It could be anything from getting opinions on the website or a new logo to a human resource problem," she said.

"This allows them to get some honest, frank feedback," Smith said.

Instead of asking friends, family or employees, she recommends getting objective opinions from outside sources who aren't afraid to speak up.

"Often friends and family do not want to hurt you," Smith said. "Employees, even though asked, often will not give their full opinion, fearing retribution."

Small business counseling also makes the business owner accountable.

"Sometimes a business owner will have a great idea, and months or even years will go by and they do not do it," she said. "If you have someone else asking you a few weeks later about it, then it makes you accountable to someone."

Anne-Lise Gere, owner of Gere Consulting in Norfolk, specializes in human resource consulting for small- and medium-sized businesses. She said having a coach or mentor is like having a business mother or big brother or sister.

The relationship should be with someone you genuinely like and get along with. Like a family member, they should have your best interest in mind, and there should be a mutual trust.

She warned some coaching relationships do not work out.

"Sometimes people just don't click," she said. "If that happens, don't get discouraged with the concept of having a mentor or coach. Instead, try it with someone else."

Carmen Alves, owner of Elite Cuisine Catering and Personal Chef, sought out a coach eight months ago after being in business for seven years. She is one of Smith's clients.

Alves said she got into catering because of her passion for cooking. But that passion did not include business skills, such as what to charge clients.

Smith helped her create a spreadsheet that figures everything from labor to delivery charges.

The Toano resident also learned effective networking to obtain jobs. For instance, Alves said, instead of just joining a local business networking group, she became president.

Like anyone learning from a good coach, Alves gained confidence - and the courage to turn down unprofitable gigs.

"When I started out, I took everything I could get, but I have learned to be a little more selective on what I take," she said. "I learned my services and time were worth something."nib