If you are running your business activities using your own real name, consider switching to a business name. Although there will be some red tape and costs involved, using a business name can help you gain important selling advantages. To understand why, picture this scenario.

You are a manager at a company with 50 employees. You have to find someone to network all the computers in your company's order department. Because of the importance of the department, the work must be done right the first time. If your company can't take orders or loses billing information, it's out of business. Furthermore you want the work done by a company that will be able to work with you down the road as the business expands.

Two salesmen give you similar estimates on the cost of the job, and each seem equally knowledgeable and interested in gaining you as a customer. Which of these two would you give the job to? John Smith, who sets up computer networks, or Bob Clark, president of Corporate Edge Computer Solutions?

All other things being equal, chances are you'd pick Bob Clark from Corporate Edge since his use of a business name makes it sound like he plans to stay in business for many years.

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