Business Centers Let Small Businesses Run With The Giants
by Nigel Crombie
Smart, small businesses can compete against bigger, better-established firms.
How?
By using a business center.
Business centers provide furnished, equipped offices with support staff
on an as needed basis quickly and without a major investment. In short
time, a business center can help a small enterprise look big. More
importantly, business centers offer big company resources, and many
customers expect nothing less. Business centers also allow you to take
your office on the road in a professional manner, meet a sudden demand
for expanded services, and even help you test a new market
cost-effectively.
Entrepreneurs are getting more attention than ever, but that doesn’t
mean top executives and purchasing managers are going to be any more
sympathetic to a small business owner. People feel most comfortable in
familiar surrounding. The bigger accounts will be watching for any sign
that shows you’re not ready for their league.
Customers are probably taking a risk in selecting your products and
services, rather than staying with what they know. A prospect may even
be unhappy with a supplier, yet stick with them at least they know
exactly how they’re going to be unhappy, and can plan accordingly. There
is an undeniable appeal to this approach in a fast-changing world. So
you’re not only selling against the competition, but against the way
your prospect has always done things.
Still, by using a business center properly getting the most out of
your investment you can reinforce your key sales messages in a number
of ways. Establishing a comfort level takes much more than an impressive
address. How you can best use a business center to your competitive
advantage can serve as a guide for deciding which business center to
choose. It should leave your prospects with absolutely no doubts as to
your professionalism, attention to critical details, responsiveness, and
to your ability to adjust to their rapidly changing needs.
First, determine that you are dealing with an experienced management
team. There’s no hard and fast rule to how a company’s personnel should
be organized. What is basic, however, is having knowledgeable,
articulate representatives work as your contact with the business
center. They should be familiar with all aspects of daily operations, so
you’ll have to make only one call for prompt assistance.
Be certain of the breadth and depth of the support team. In today’s
high-tech office, support staff jobs are more demanding than ever. Ask
what the ratio of staff-to-clients is because a high staff/client ratio
results in better service. Compare that ratio with other business
centers you’re considering. You want to have a sense that a business
center’s administrative team contains a considerable amount of
specialization.
Finally, observe how the staff treats visitors. Ask yourself if you’d
like to have your customers treated that way.
Nigel Crombie is an independent Commercial Real Estate Analyst based in San Francisco.
