Why There’s No Real Competition in the Virtual Assistant Industry
When you think about starting a Virtual Assistant business, your first thought might be, “How can I compete with so many other VAs already out there?” You’ve probably seen literally thousands of people in Facebook groups and on Instagram claiming to offer the same services. It’s easy to feel overwhelmed and wonder if you even have a chance.
If I told you that there’s absolutely no competition in the Virtual Assistant space right now, you probably wouldn’t believe me—at least not at first. But it’s true!
Like you (I assume, anyway, if you’re reading this), I used to believe I had to be the most skilled Virtual Assistant to stand out among all the competition I assumed was “out there.” I was in those Facebook groups with thousands—sometimes tens of thousands—of Virtual Assistants, and I constantly struggled to figure out how I could stand out.
But here's the thing: There's absolutely no competition in the Virtual Assistant industry if you know where to focus your energy. It’s not about your skills; it’s about you and the experience you provide to your clients.
Let’s break this down and shift your mindset around what competition really looks like in the VA space.
The Skill-Based Myth and Why Your VA Skills Don’t Matter
Most new Virtual Assistants make the mistake of thinking they need to have the most skills or the best certifications to stand out. You might be thinking, “If I just learn one more tool or add one more service to my offerings, I’ll finally get noticed!”
I was there, too. I spent hours perfecting my technical abilities, learning about project management platforms, and trying to identify services I could offer, thinking that would help me stand out from the crowd.
But every time a potential client posted about needing a VA, I saw hundreds of comments flood in. I often felt like it still wasn’t worth reaching out because so many others had already jumped in. How could I possibly compete with all those people who got there before me?
But eventually, I realized something: Clients weren’t choosing me because of my Virtual Assistant skills. They decided to work with me because of who I was and the experience I gave them.
Something that has always been important to me from day one is the idea of being client-first. This is crucial because it’s what will allow you to stand out from all this perceived competition.
And with that in mind, here’s the real truth about the Virtual Assistant industry: It’s not about the skills you have; it’s about who you are and the experience your clients have with you.
Clients don’t choose you because you know how to use Trello or create a stunning website—they choose you because of who you are and the experience you give them. And this changes everything about how you perceive competition in this space.
Clients are looking for someone who will treat their business with the same dedication and passion they do. They want a partner, not just someone who can manage their emails and disappear. So, while honing your skills is great, it’s not the key to success.
The Virtual Assistant Pyramid: Understanding the Layers
Let’s imagine the VA industry as a pyramid. Don’t worry—I come prepared with visual aids! And while this image isn’t an actual pyramid, you’ll get my drift in a minute.
Another way to think about this (and the way I’ve created the image) is this: You’re looking at a typical client’s view of the Virtual Assistant industry.
At the bottom, you have thousands of people who are thinking about becoming a Virtual Assistant. They’re focused on skills and services, just like I used to be.
Then, a smaller group actually takes action—they build a website, join Facebook groups, and start promoting their skills. There are fewer people in this group, so we’re already weeding out some of the perceived competition. But they’re still focused on skills, and most of them never move beyond this point.
You might have seen people in Facebook groups or on Instagram who seem to be running a business, but most aren’t successful. They might get a client or two, but they’re not able to transition into a full-time, sustainable business. Many of them are in what I call “side hustle status,” making project-based work but not enough to leave their 9-5.
They’re stuck focusing on skills, building websites, updating bios, and feeling like they need to learn one more thing before they can go for it. But none of that matters if your clients can’t trust you to help them succeed. Your skills don’t build that trust.
The group of successful VAs is tiny in comparison to the other two groups. This is where you’re going to be. There’s almost no competition here because so few people make it to this level. What sets these successful VAs apart is their ability to deliver an exceptional experience. They show up as business owners and partners, bringing confidence, reliability, and consistency—qualities clients struggle to find.
Think about this: There are over 400 million small businesses operating worldwide, which means there’s no real competition for you. The reality is, if you’re focused on building trust and relationships with your clients, you’re already in a league of your own.
Why Clients Are Struggling to Find the Right VA
Clients are jaded by the Virtual Assistant industry, but they still need support. They struggle to find what they want because most Virtual Assistants in the space don’t treat their VA business like a legitimate business.
Remember, most Virtual Assistants are too focused on competing on skills, so they never show up in that last group of successful VAs in the image above. What gets you there is your mindset—how you perceive the business you’re building and the relationship you’re building with your potential client.
When you think about your VA business, are you seeing it as a business, or are you thinking you’ll just be an employee of someone else? You need to shift your mindset from working for someone to working with someone, collaborating as a partner to grow their business together.
Clients haven’t found the VA they truly need because that VA is you, and you haven’t shown up as this person in your business yet.
Friend, I want you to leave this blog post knowing that it’s not your skills that will make you successful. It’s the person you are and the experience you provide.
Clients aren’t looking for someone with 10 different certifications; they want someone who can show up, be a reliable resource, and help them build their business long-term. They don’t want a transactional VA who will just manage their emails and leave. They want someone who cares about their business as much as they do.
When you create an experience that clients can’t find anywhere else, when you show up fully as the business owner and partner your clients have been searching for, you stop competing and start connecting with clients who value that.
And those are the clients who will pay you thousands of dollars each month to work with them. It’s not about the skills you have; it’s about the person you are.
There are people out there right now, waiting for you to find them. They think you don’t exist because they’ve had bad experiences with others, but we’re going to change that.
How to Position Yourself as a Client-First VA
If you’re feeling stuck, it’s probably because you’re focusing on the wrong things. You’re spending time learning and perfecting skills instead of building relationships and trust. I get it—it’s easy to think that if you just learn one more thing, clients will come flocking. But the reality is, your skills don’t matter if clients don’t trust you to help them succeed.
So, how do you shift your focus from skills to relationships? Start by asking yourself how you can show up as a partner to your clients. What can you do to make their lives easier, to show them that you’re invested in their success?
Here are 3 simple things you can do to position yourself as a collaborator and Client-First VA.
1. Be proactive. Don’t just wait for your clients to ask you for things. If you see an area where you can help, offer your assistance. Show them that you’re thinking ahead and that you’re invested in their business.
2. Communicate effectively. Clients want to know what’s happening in their business. Keep them updated, ask for feedback, and be open to their ideas. This shows them you’re not just there to complete tasks—you’re there to be a partner.
3. Bring ideas to the table. You’re not an employee; you’re a business owner. Act like it! Bring fresh ideas and suggestions to your clients. Show them that you’re invested in their success and that you’re always thinking about ways to improve their business.
The Green Zone: Where You Truly Shine
Think of the VA industry as a massive sea of people. You might feel like you’re just another drop in the ocean, but here’s the truth: When you focus on the client experience, you set yourself apart in a way that most VAs never will. You become that tiny green square in a sea of blue. You become the person that clients are looking for but haven’t been able to find.
And here’s the best part: When you show up as the business owner and partner that clients have been searching for, you stop competing and start connecting. You attract clients who value what you bring to the table and are willing to pay premium rates for your services.
The competition you think exists in the Virtual Assistant space? It’s not real. When you show up fully as yourself, when you’re committed to your business and your clients, you don’t have to compete on skills. You’re not just another VA; you’re the VA clients have been waiting for.
So, what’s your next step? Start positioning yourself as a partner, not just a service provider. Focus on building trust and relationships with your clients. Show them that you’re in it for the long haul and that you care about their business as much as they do.
Final Thoughts
Remember, the real differentiator in the Virtual Assistant industry isn’t your skills—it’s you. Your ability to connect, communicate, and show up as a reliable partner is what will set you apart. Clients are looking for someone who’s all in, who sees their business as a partnership. When you shift your focus from skills to relationships, you’ll find that there truly is no competition.
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Photo by: Gülşah Aydoğan
