| Using the Internet is crucial to the well-being of | | | | community" into a search engine. If you have a |
| just about any business, and that will be proven | | | | website, it should come up in the results. |
| again during the final quarter of the year. | | | | Prospects can see what you offer, compare your |
| I have written before about the value of using | | | | services versus the competition, even fill out an |
| the Internet to further your business goals, and | | | | online form with contact information. The |
| that is going to ring especially true during this final | | | | salesperson in each of you will see that a lead, |
| quarter of the year. | | | | and a good one at that. The website didn't close |
| Some of you will be skeptical since I work for a | | | | the deal, but it did open the door. |
| company that makes its money from people | | | | Still, you're not convinced. Business has been good |
| going online. That, however, does not make the | | | | and local customers already know how to find |
| point any less valid. Sometimes, the numbers | | | | you and are familiar with the product line. Does |
| speak loudest: | | | | that mean you don't want more business? And, |
| - The US Commerce Department says that, last | | | | how do newcomers to town learn about you? |
| quarter, online sales posted their highest increase | | | | Let's take that a step further; is your product |
| in three years | | | | limited to a locale clientele? The food delivery and |
| - Forrester Research and Shop.org predict that | | | | homeowner examples above are, by nature, |
| web sales will go up by 22% this year | | | | going to be geographically restricted. But, what if |
| - Digital cash registers will ring to the tune of | | | | the food company carries certain spices, sauces, |
| more than $170-billion this year | | | | or marinades? What if the exterminator sells pest |
| "That's just great, Alex," you say. "But my | | | | control products? What if the lawn care company |
| clientele is local; the Internet is for people who | | | | also carries a line of fertilizers or herbicides? |
| want things that are not available here." There is | | | | Anthony Jordan is a plumbing contractor in South |
| some validity to that argument, but it is an | | | | Carolina, but has regular customers in the |
| incomplete answer. Pick a business and there is an | | | | Midwest, Rocky Mountains, and West Coast. |
| online application that will help in some way. Take | | | | Obviously, those customers don't expect Jordan |
| food delivery, for instance, not an enterprise | | | | to make house calls, but when looking for drain |
| typically noted for using the Internet. Would it help | | | | cleaners and related products, they go online and |
| your eatery if hungry diners could go to your | | | | that's where they find Jordan. Online sales are not |
| web site and see an online menu instead of calling | | | | the biggest portion of Jordan's business, but they |
| so your staff can walk them through the options? | | | | are sales he would not otherwise make. |
| What if they could email an order? What if they | | | | If there is a 'but' in this, it's that designing and |
| could also pay by credit card? All of this without | | | | marketing a website takes time and money. |
| your workers having to break stride, without the | | | | Customers won't show up just because your |
| risk of someone's bad phone manners chasing | | | | website was built. Whether it's through paid |
| away business, and without the possibility of a | | | | advertising or including your web address on |
| customer being stuck on hold. | | | | letterheads, business cards, and all other printed |
| This scenario can be extended to almost any | | | | materials, you have to get the word out. You also |
| other industry, especially the ones that, at first | | | | have to do it consistently because the Internet is |
| glance, seem poorly suited to the Web, such as | | | | a crowded marketplace. Then again, isn't that |
| service-based companies. For example, a | | | | where your business should be? As the famed |
| homeowner who needs an exterminator or wants | | | | philosopher Yogi Berra once said in describing a |
| lawn care will have dozens of options. It is not | | | | restaurant, "Nobody goes there anymore because |
| likely that this consumer will contact each service | | | | it's too crowded." Think about that for a second. |
| provider, so your business may be eliminated | | | | The coming holiday season is likely to notch a |
| before it even has a chance to be considered. | | | | new set of online sales records and if you don't |
| Simply going online is no guarantee that | | | | already have a website, that spending will pass |
| consumers will find you, but increasingly, people | | | | you by. That's okay; the online business doesn't |
| turn to the Internet when looking for services of | | | | end with holiday buying. The fact is that, with |
| all types, even services that are available locally. | | | | each passing month, people are spending more |
| Let's say the homeowner mentioned above types | | | | and more online. How many more months are |
| "pest control, my city" or "lawn care services my | | | | you willing to let pass your business by? |