Lately there has been a lot of talk, both in the professional organization I belong to, and among entrepreneurs looking to hire their first (or second, or third) virtual assistant, about overseas companies who tout VAs for only $3 an hour. My colleagues are expressing true concern about staying competitive and marketing themselves in light of such bargain basement rates.

Allow me to address their concerns with some (admittedly sarcastic) comments and questions of my own.

“Why would anyone pay $45 an hour for my service when they could get it for so much less?”

Why would you pay for a pricey filet mignon dinner when you could have a hotdog for a fraction of the price? Same thing, right? I mean you get full, both meals are beef … ish. (They say hotdogs are beef, but really, who knows?) A meal’s a meal. Riiiight?

And for the restaurant serving that pricey filet mignon: why would you spend all that time selecting the proper cut of steak and seasoning it and charring it just right and plating it in that fancy way when you could just drop a log of meat in some boiling water? Hmmmm?

Are you picking up what I’m putting down?

“But, they all have MBAs!”

Sure, that’s what their advertising says. So what? Have you checked your junk folder lately? If I wanted, I could have fifteen masters degrees by next week (and a year’s supply of Viagra). Ask where these degrees come from – I guarantee it’s not Cornell.

“How can I possibly compete with rates like those?”

If you think that the $3 VA is your competition, I strongly encourage you to:
1. Gather your marketing materials.
2. Set them aflame.
3. Start over.

Seriously, stop marketing your business on price. You don’t want to be the “best deal.” You want to offer the “best value.” When you are producing results for your clients, cost is not their concern; quality is. (Okay, they care about money, but they aren’t focused on that point alone). You don’t want to be a bargain. You want to provide excellent work at a mutually beneficial rate for you and your clients. Right? Right.

When your clients give you referrals do you want them saying, “She’s so cheap!”
Or would you rather they say something like, “She’s efficient, organized and returns amazing results!” And, “She took my project, finished it on time, on budget and gave me marketing ideas that turned a profit in record time!”

Listen. Overseas VA superstores are not your real competition. There will always be someone who is cheaper than you. Don’t let that be your focus. Charge what you know you are worth. Set your rates at a competitive level and provide room for growth for you and your company. Then, let it lie.

When it comes to marketing your company, promote yourself based on merit and quality of work. Prove to your clients that you DO get what you pay for. If someone can’t afford you, be okay with that. Besides, do you really want to work with clients who are satisfied with $.99 store work? Wouldn’t you rather have clients who understand and appreciate what you and your team bring to every project that comes across your desks? Exactly. Leave your time and talent free for clients who are looking for the results you’re providing.

I promise, they’re out there.