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This story appears in the October 1998 issue of

One of the most natural entrepreneurial tendencies is to try to do everything yourself, but that's neither a practical nor a particularly productive use of your time. "My philosophy is `Defer to the experts,' " says Michael Lamb, host of "Moneyroom," a nationally syndicated radio talk show he broadcasts from his home office in Wichita, Kansas. "If you need something done that's critical to the quality or image of your business, find someone to either help you with it or actually do it for you."

Typical functions that might be outsourced include graphic design, advertising, accounting and bookkeeping, secretarial work, and Web site design and maintenance. You might also want to outsource all or part of your marketing efforts. "Everything in business [relates to] marketing, and people often don't know how to get and retain a customer," Lamb says. Consider a marketing consultant who can help you develop and implement a marketing plan or a marketing firm that will actually perform specific portions of your marketing program. Telemarketing firms can answer incoming calls, provide information and take orders. They can also do outbound lead generation using a calling list you've put together or do telephone follow-up for a direct-mail piece you've sent.

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