"When it comes to growth, every print provider should at least consider expanding their business by supplementing it with additional locations as a part of their strategy."
By Marty McGhie
In our company’s never-ending quest to grow business, we typically develop our annual sales budgets with the idea that we’ll increase our sales through traditional means. This usually means taking steps such as adding additional sales reps, or growing sales via expanding a product line or simply adding customers. At times, however, we find ourselves thinking “bigger.”
One of these more expansive ideas: Add another location.
When it comes to growth, every print provider should at least consider expanding their business by supplementing it with additional locations as a part of their strategy. But there are pros and cons to doing so.
When considering adding a satellite office, your first determination is whether that office will be a sales office only, or, alternately, an office that houses production capabilities as well as sales. Owning and operating a sales-only office vs. a production office presents two very different challenges and the decision should be based on the results you’re trying to achieve with the satellite location.
For example, if your primary goal is to expand your sales into new geographical areas, then a sales office might suffice. On the other hand, if your objective is to increase your overall business footprint, your better choice might be to expand with both production and sales capabilities.
In the case of a sales-only office, the benefits are pretty straightforward. A sales office located in a new location can be a great way to establish additional sales in that area. There’s a definite advantage to having your people actually live and work in the same area where your customers reside. Yes, managing customers from a distance by the occasional visit – whether once a month, once a quarter, or even once a year – can certainly be done, but it also creates some significant challenges. Being nearby, on the other hand, enables you to establish a more personal connection to your customers and it provides improved responsiveness to their needs.