Running a small business is hard, a statement that every business owner can identify with. One item we learn early on is that we can't do it all. We can try to do it all for many reasons, often times because we can't always afford to hire an expert. I understand this issue, and in the past, have dealt with the same thing. How many of you have tried to create your own company logo in Word or Publisher because a graphic design firm was out of your price range? I know my first logo was done that way. However, there comes a time where we all need to realize as business owners, that experts are needed and should be seen as an investment instead of a cost.

The question you need to stop and ask yourself before moving forward is, "Do you want an expert or technician?"

Do you want an expert?

Hiring an expert means letting go and putting your trust in someone else that usually knows more than you do about a particular area. In taking that leap, making an investment in the knowledge and experience of someone else, you should see a growth in your business. Hiring an expert means paying more of a premium for their knowledge and experience, and letting their ideas guide the process. In this type of relationship, it is important for you to explain your goals and voice your ideas; but listen to the feedback of your consultant.  If you don’t follow their lead you may find the results are less than you expected.  When you decide you want an expert, usually you spend time reviewing their work and evaluating the services.  So after you have auditioned them you need to let them do what they do best.

Do you want a technician?

Hiring a technician is a completely different experience. Technicians are there to do what you tell them to do, carrying out the ideas you put on the table. Technicians may offer some feedback, but overall they act as an extra pair of hands for your ideas.  Technicians are familiar with the items you expect them to execute, but depending on their experience level, they may not always know different ways to approach a problem.  This will vary based on their background and many times, the rate they charge you.

As you can see, it is important to understand the differences. I try to advise my clients of the importance of certain elements for their project;  what will bring them greater success and what may be a better investment. For the most part, many listen to my advice, while others listen and just do what they want. When this happens, both of us find that measuring outcomes to be difficult.

Be honest with yourself; what are you really looking for? Are you looking for an expert with proven experience to bring your project to a new level, or someone with the technical knowledge to carry out your ideas? I understand; as a business owner I sometimes had to work through issues myself, but don't hire an expert and ignore their advice. If you decide to hire the band – let them play!

Author Bio: Jennifer Shaheen, the eMarketing and Technology Therapist, has more ten years experience working with small to mid-sized businesses on their eMarketing and Web-development needs. You can learn more about her by visiting her Web site, www.TechnologyTherapy.com