If you've got it, flaunt it

Customer acquisition in the co-working industry is a weaving world of digital, brand and relationship marketing channels. While brokers (online, alike) are arguably still dominating the transaction for larger office requirements, co-working operators have a unique opportunity to showcase physical space and human interaction to re-emphasize their brand. And since co-working is, in essence, a product one physically inhabits, these are two pretty convincing value propositions.  

Physical space provides a special advantage in the sales process. To conduct a comprehensive assessment, the potential customer literally needs to "step inside" the space to make their decision.  Similar to "logging in" a potential software platform customer, this look inside allows the sales person to showcase intangibles that up level the product and differentiate it among the competition.  

Space planning, in particular, is one big way that co-working operators are stepping up their game. Gone are the days of throwing a bunch of desks into a basement space. Welcome the era of smart design - open floor plans, divisible walls, thoughtful finishes, greenery, human touch points, technology communication platforms, quiet areas, high tech conference rooms and a plethora of huddle rooms. On a tour, operators can guide their prospects through the co-working space, showcasing the special design elements and additional investments.  The colors, floor plan, finishes and furnishings create an energy and vibe that a potential customer is able to fully embody on the tour. This embodiment injects value that may very well be the edge needed to win this new customer.  

The opportunity for human interaction within a sales process in invaluable. Not only are you granted a prospect's full attention for your meeting, but you are also able to use your interpersonal skills to build a relationship and read and respond to your prospect as needed.  

This human interaction is especially important when evaluating co-working space. Since most operators offer at least 1-3 staff, the ability to showcase who works within the facility can have a huge impact on a prospect's decision. Staff who are hospitality-driven, smart and proactive can take a tour from standard to exceptional, easing any concerns a prospect may have about day-to-day life at the space. In addition to showcasing amazing staff, finding "champion" members whom prospects can speak to while on a tour will leave a lasting impression. Highlighting great staff and happy members will provide reassurance to the potential customer and further differentiate the competition. 

With an ever growing co-working market, it is becoming more and more important for operators to control and perfect their sales process. In addition to traditional marketing channels, co-working operators have the exciting opportunity to invite prospects into their product to drive home value. Investing in the physical space design and your staff is necessary to capitalize on this opportunity and leave a lasting impression on your future customers.