References to Help Get You in Shape for the Seminar Business

Q: I have a health and fitness program that I would like to promote by giving seminars. Where can I get some instruction on becoming a success in the seminar business?

--Connie Peterson, Altadena

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A: I recommend that you get a book written by Dottie and Lilly Walters called “Speak and Grow Rich” (Prentice Hall). Dottie Walters started out speaking to promote a small advertising business 30 years ago and has since become one of the country’s leading experts on public speaking. She runs a speakers’ bureau, gives seminars for people interested in being paid to speak and publishes a magazine on the topic. You can reach her office at (626) 335-8069.

You could also join the greater Los Angeles chapter of the National Speakers Assn. Call (714) 832-1113 to find out about its monthly meetings and membership information.

With these two references, you should be able to learn everything you ever wanted to know about speaking and giving seminars.

--Linda Bulmash, attorney, speaker, author and founder, Agreement Advocates, Encino

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Q: We have a husband-wife home-based corporation formed after a corporate downsize. We do custom Microsoft Windows software development and consulting for large clients, and we need help juggling projects. Although the first five months of 1996 saw tumbleweeds blowing through our home office for lack of work, we’ve had to subcontract some work this year to keep on top of demand. Unfortunately, the subcontractor to whom we paid $5,000 turned out to be a dud, and we had to redo most of the work ourselves. How do we deal with this situation?

--George Peck, Ablaze Group Inc., Redondo Beach

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A: In terms of juggling work, I think you need a consistent approach to marketing yourself, even when you’re at your busiest. You need to continue your outreach to the world, because that will be the best safeguard against downtime.

Another thing you can do is to take on projects without being hired to do them, either for personal enjoyment or so they can turn into income sometime down the line.

During the years when we were getting started in business, I wish I had invested all my free time in simply doing research that I could have capitalized on later.

As far as hiring subcontractors, it can be one of the most difficult things a businessperson must do. Somebody can have apparent expertise, but when it comes to handing them the baton, it turns out that they don’t come through for you because of a personal or a professional issue.

It goes without saying that you should get references and check them before you turn over any work to a subcontractor. Listen for incongruities in the responses you get. Is there a track record full of screw-ups, anger or procrastination? Watch out.

Before you subcontract anything really significant, try to give the person you’ve hired a small job with a long deadline, so that if it is not done right you can do it over without it being late. If you’re writing a book, let them start by doing a chapter or an outline. Make sure you review the work carefully before passing it on to a client.

Even after your subcontractors have proved themselves, stay in contact with them like a good manager would. Schedule a weekly telephone conference to touch base, or get together regularly for a meal or a cup of coffee. Subcontractors are self-employed and generally do not want to be treated like employees with lots of oversight, so make your contacts friendly rather than onerous.

--Paul Edwards, home business expert and author, with his wife, Sarah, of a series of books on home-based business

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Q: My daughter runs a gynecology/obstetrics clinic that helps many poor women. She offers classes, training, medical care and family planning. Hundreds of babies have been delivered by the four part-time doctors who work with her. The staff is bilingual, highly trained and efficient, but she needs help getting people who need the services into the clinic. Funds for advertising are very limited. Any help you can offer would be greatly appreciated.

--Harry Shames, Van Nuys

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A: Since it sounds as if your daughter operates a number of wonderful low- or no-cost educational programs, it should be possible to get publicity about them from the media, community groups and referral sources. When you publicize free or low-cost programs, they will broaden public support for your clinic and attract customers who will then get a chance to learn about your other services.

Choose one or two key programs and let local newspapers and radio outlets know about them by sending a press release, including a profile of one of your patients who has an interesting story. Target reporters and editors who cover health issues and community services. Send fliers about specific events to media people who handle public service announcements and community calendars.

Another strategy is to bring the clinic to the community. When you have a limited marketing budget, forming alliances with other organizations is key. Identify community groups, schools and large employers who have contact with women who could use your services. Offer to take your show on the road and bring your workshops to their locations. Once you have given seminars for them, these organizations will be more likely to refer their members or employees to you. Also, you may be able to leave fliers with personnel managers or executive directors who will help gain exposure for your business.

Look into bartering with a graphic artist to create an ad for you, and then speak to local newspapers about running your ad when they have “remnant” space, which is odd blank space that newspapers sometimes have left on press day. If they have your ad in hand, and particularly if it emphasizes a public service, they may be willing to run it.

Finally, I recommend that your daughter come and see us about taking a class, meeting with a counselor or attending a seminar on small business and marketing. Our services are free, and you can reach us at (818) 907-9977.

--Paul O’Reilly, Valley Economic Development Center, Van Nuys

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If you have a question about how to start or operate a small business, please mail it to Karen E. Klein in care of the Los Angeles Times, 1333 S. Mayflower Ave., Suite 100, Monrovia 91016, or e-mail it to Kklein6349@aol.com. Include your name, address and telephone number. The column is designed to answer questions of general interest. It should not be construed as legal advice.