Sarah Purcell of Amata Offices Discusses Company Strengths and Challenges
Sarah Purcell Tell us about your background and how you got into the industry.
I am originally from Indianapolis and moved to Chicago a little over four years ago. This is the first and only job I’ve worked since I’ve been in the city, and I really landed it by accident. I’d applied for a bookkeeping position after a month of not being able to find work and Amata called me back. The owner, Ron Bockstahler, put together a position for me based on my qualifications and put me in sales with his business partner, Frank Chalupa. And here I am, four years later.
Can you give us a brief background of your company?
We are a locally owned and managed company who opened up our first location in 2003. We have grown into five locations since then, with four in the Loop and one in the Naperville suburb. I have become very close to both owners over the years, and I really admire their work ethic and how they have decided to grow their business. Their motto is “grow at a fun pace” and we’ve done just that. Slow and steady, take your time to enjoy life with those around you while also succeeding professionally.
Tell me something unique about your company.
All Amata employees have gone through specific training on how to focus on the little things in order to improve the work experience for both the staff and clients. For managers and employees alike, our clients are our lifeline and we treat them as such. We keep up to date on changing technology, make sure each center is clean and presentable at all times, and clients are able and comfortable working with any member of the Amata staff. We’ve turned into a very detail-oriented group.
How did the video on your company website come about?
We often find that the best explanation is the simplest one. Many people who are searching for office space are completely new to the concept of executive suites or virtual offices, so we had the videos put together to walk prospects through what we offer. The main objective to showcase the unique personality of each of our centers, as well as giving an authentic account of our clients’ experiences there. Personal taste plays a major role for many, and this was a great way to entice leads to come in to see the space. I was very impressed with how the videos turned out and the response we’ve received since then has been nothing but positive.
With the poor economy now over the past few years, how have you adapted in terms of staffing? How have you adapted in other ways?
I feel very fortunate to be led by Ron and Frank who guided us through a tough 2009 completely intact as a team. With that in mind, every team member put every bit of effort in we could into selling our product. We continued to drive our marketing efforts toward new leads, but also to our current clients. We worked with struggling clientele as much as we could, and they worked with us. Amata’s family network extends past the employees to our clients, and we all found ourselves in the same boat, waiting for the storm to pass. In a way it reminds me of how Chicagoans survive our winters – you have to maintain good faith and good humor. It’s the only way we’ll all get through it. It’s the way we did get through it.
What has changed within Amata over the past two years?
A couple years ago, Amata started having meetings with each centers’ staff on a regular basis, looking for ways on how we can improve each location for both our employees and our clients. It gave each person a more distinct voice and pivotal role, regardless of what position they held. Each location has come up with some tremendous ideas and the implementation has been almost pristine. Our turnover has decreased and the personalities of each center really shines much brighter.
What service or product has the most potential for growth?
Virtual offices. I think the virtuals are the wave of the future, and we’re only seeing the tip of the iceberg right now. With most modes of communication going mobile, we are one fax machine in the trunk of a car away from breaking through the lines of traditional office space and this is the way to do it. Amata continues to go back to the drawing board on our programs, revamping and adapting to ever-changing demands. It’s a product I genuinely love working with, mainly because so many of our virtual clients have really been able to start a business because of it and show genuine appreciation.
In OBCAI’s Financial Study, we found that virtual officing was up only slightly in 2009 over 2008. Is that the same in The Loop?
I was somewhat surprised by the low volume of virtual inquiries, more so in the latter half of 2009. However, Amata’s virtual inquiries did go up quite a bit, I was expecting more since so many people were being laid off, most landing in an entrepreneurial role. There are many factors in play that have caused this, and for me 2010 is all about pinpointing and placating those exact factors.
What are your responsibilities?
I handle sales at Amata, as well as coordinating special projects and specific marketing campaigns for lead generation. Since we’re a small two-man sales team, Frank and I both have quite a bit on our plates.
What do you enjoy most about your job?
I most value the camaraderie of the people I work with and for. If I don’t enjoy the people I work with every day, I won’t enjoy my work. I believe in the product we offer our clients and it makes it very easy to sell for that reason, and I feel that also affects the Amata staff.
What motivates you? How do you motivate others?
I work best under pressure and with a deadline. My mind is at its sharpest when demands are high and when the adrenaline kicks in. I’m able to better focus my objectives and build teams based on clear logic. Part of that demands picking and choosing team members based on their strengths, so they are also able to show their talents.
What is your proudest accomplishment with your company?
A few years ago I had a prospect who came in with a very small budget and very large needs. The proverbial potato sack problem! We sat down, went over all the information and requirements, and I ended up leasing him our most expensive and largest office at the time. He has since grown into 3 additional offices since, and sends us an incredible amount of business, both in administration work and referrals. He’s really come full circle and to me he has become the poster child for why we should always treat every prospect like gold.
What is your company’s greatest challenge over the next year or two?
The industry has really taken a hit within the last year and it will be a while before we go back to the “good old days,” if those days ever come. It will be a challenge but it will also be very interesting to see how we adjust. As a small company, we are at an advantage to remain malleable and can afford to take a hit or two, but we can also bounce back quickly. We are all facing the right direction and I’m excited to see how creative we can be as a team.
What does your company get out of or hope to get out of – its membership in OBCAI?
We have enjoyed being actively involved with OBCAI for the last four years, and the relationships we’ve built are immeasurable. I am personally a strong advocate for the local member network (LMN) and encourage it, especially in the larger markets where competition is both strong and crucial. As OBCAI continues to plan and build great events and great seminars, I feel as if we have left no stone unturned when you have a diverse group to run ideas up against.
How do you spend time outside of work? What are your hobbies?
For the last four years I have worked as a board member for a local dog rescue called New Leash On Life. My responsibilities are in public relations and event coordination. We are a 100% volunteer-run organization and our success relies solely on fundraising and donations. Oddly enough, I feel my very active role with dogs has helped me become a better salesperson and team member by understanding motivation and working in groups, or packs as we like to say. This rescue has had a profound effect on my life for the better.
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