Traditionally, the photographer has worn all the hats in the business, the creative, marketing - even bookkeeping. Since there aren't enough photo reps, many photographers find they need to employ someone to help with the daily chores of marketing and management. You could have an independent photo rep and still need a marketing coordinator. The difference is the rep has his or her own business and other people to promote but you have the undivided attention and control over an employee.

Before you say, "I can't afford to hire someone", keep an open mind. Maybe you can't afford NOT to get help. In the past, you could be just a photographer and survive nicely on whatever came in the door. That might not be true in today's competitive marketplace. You need to be a business owner and learn to delegate the work you don't absolutely have to do yourself. Delegating is usually the factor that keeps photographers from good delegating. You know you can do the work yourself better, quicker, faster. Yes, but at what price? Here are some steps to learn and practice the delegation skills you know will pay you back tenfold!

1. Analyze the task to delegate and write down all the steps. Sometimes, they are so automatic that you'll forget an important item and your marketing coordinator will not be successful. Not only is this lack of detail frustrating, it is very de-motivating!
   
2. Decide what parts of the task you need to keep control over and what you can let go of.
   
3. Plan the performance standards you will hold your employee to. Don't expect anyone to be able to read your mind! Be sure to explain what your expectations are and what results you are looking for.
   
4. Follow-up should be scheduled now as a "reality check" for later to catch any mistakes or problems before they get out of control.

There are many tasks you can give to someone else to allow you the time and creative energy to work on self-assignments or other "business owner" responsibilities. As you go through your day, write down the tasks you could have delegated that did not require your personal attention. Do this for several weeks. Then, categorize the tasks into specific jobs in the areas of marketing, office management and photography production.

Here are some suggestions:

• Marketing Tasks To Delegate
1. Organize client/prospect database
2. Research new leads/update database
3. Organize materials for portfolios
4. Prepare presentations for bids and proposals
5. Manage direct mail/mailing house or mailing list
6. Inventory promo pieces/printed pieces/tear sheets
7. Keep master calendar of promo design and production
8. Respond to requests from ads/mailings/Web page
9. Send/return traveling and drop off portfolios
10. Write/mail press releases
    
• Office Management Task
1. Billing, bookkeepin and filing
2. Updating vendor files and samples
3. Inventory and order office supplies
4. Stock Photography filing and research
5. Answer phones!
   
• Production and Studio Management Tasks
1. Order and inventory film and supplies
2. Research props and background supplies
3. Test equipment on maintenance basis
4. Test cases of film
5. Shoot Polaroid's of "tests" models for jobs
6. Organize and maintain location packing lists
7. Prepare, pack and unpack location shoots
8. Pickup and shopping for props, background
9. Film processing to and from labs
10. Janitorial/maintenance

Once you have a good idea of the job description and hours required, start looking! Here's a list of places to look:

1. Local Colleges (Business Departments, of course!)
2. Customer Service at Printers, Photo Labs (related businesses)
3. Referrals from local associations
4. The vast and highly qualified pool of early-retirees

Before you actually hire, talk to your accountant about becoming an employer and the financial responsibility, taxes and paperwork that will involve. For salary, you'll pay the going hourly rate for office or administration personnel. The greater the sales activity, the more money and incentives you should create. In addition to a salary, high-level client contact can be compensated with salary plus commission. You'll find that you could hire someone for as little as 15 to 20 hours a week at the beginning. Not only is this more affordable, but it is easier to find part time help among students or even retirees.

Finding the right person is critical to the success of working with an employee. When they answer the phone, they are often the first encounter with current and potential clients. They will probably be logging cash disbursements and receipts. They will be responsible for tracking mailings and portfolios. Talk with other photographers that have taken the big step. Use their experiences as lessons. You'll find that overcoming your concerns and concentrating on the search for the right individual will pay off in the long run.

When you have a "success story" to report, contact me at http://www.mpiscopo.com and I'll collect the information and your experiences and report on them in a future article!