Q&A – January 2008

[q] I’ve been running my club by myself for the past two years with just my wife and occasional part-time office help, but management duties are eating up more and more of my time. I’m ready to hire a general manager-type person-what should I know?

[a] Good news: By waiting to hire until you needed the help, you’ve avoided one of the major pitfalls small business owners can run into: hiring before you’re ready. Though it’s great to have help, if you bring employees on board too soon, you can run the risk of hiring people you don’t really need. The best way to figure out how to staff your club is to spend time managing all the different areas yourself-not only do you get to learn all the nuances of your business (a must for any club owner), you also have the chance to see where you really need help and where it’s easier to just do it yourself. It sounds like you’ve done just that, putting you in the perfect position for hiring.

Finding and recruiting good employees can be tough, but it’s worth the effort. Here are some ways to find your perfect employee:

Ask around. Though posting your position on sites like Monster.com or craigslist may generate tons of responses, by the time you sort through them all, you still may find yourself with no viable candidates. A better bet: Talk to other company owners, whether they’re in your industry or not, about people they’ve worked with who might be a good fit for your position.

Value talent over experience. You may not find someone who has experience doing the exact job you’re hiring for, but don’t let a good candidate get away because of that. If you click with someone and she seems like a good fit for the job, don’t pass because of a resume. You can always teach the right person the skills you’re looking for, but if you’ve got the wrong person, all the skills in the world won’t make a difference. And with any small business, personalities matter. If a person seems perfect on paper but rubs you the wrong way for some inexplicable reason, trust your gut and move on to another applicant. Don’t obsess over salary. As a small business owner, you might not be able to offer a huge salary, but don’t underestimate the total value of a compensation package. A free club membership, a shorter commute, the option to telecommute, a stake in your company-these are all forms of compensation that don’t show up in your annual salary number but that can make a big difference to potential employees.

Above all, take your time with the hiring process and look for someone who wants to grow with your company and who you can imagine working with for the foreseeable future. It’s worth it.

Glynn Parrish, executive headhunter and employment consultant

[q] I have zero dollars for marketing, but I’ve made a lot of upgrades in my club and want to get the word out. Any ideas?

[a] A marketing budget can definitely make your life easier, but you can survive without one as long as you’re willing to get creative. Start by really figuring out what makes your club unique because that uniqueness is what you’re going to be selling. Since you don’t have a big budget, put together creative signage to lure potential members in-this is where that uniqueness comes in! You can’t seem like just any other health club if you want your windows to lure customers. Special offers are also a good way to attract potential members without spending a lot of money-offer to donate them to the local Chamber of Commerce for their new resident packages, for example, or ask a real estate agent about offering them to new homeowners in the area.

David Schaffer, direct marketing expert