The trick is having enough skill to be able to evaluate the professional you're going to hire. I've been bitten by this before both in my personal and professional life. If you don't know enough about the field even someone with only a marginal amount of knowledge about the topic can seem like an expert.
As programmers we see this all the time when non-technical people make very bad hiring decisions. It's a chicken and egg type problem for a non-technical (co-)founder to build a good team because(or find a technical co-founder) he/she needs a good programmer to evaluate potential hires but they can't make that evaluation themselves.
I would expect myself to encounter exactly the same problems others encounter when trying to hire good programmers when I'm trying to hire some other kind of expert in a field I have little experience in.
