Would you have ever thought that a multi-million dollar marketplace could be created that is almost absolutely based on anonymity? Did you ever believe that it would be possible to spend huge amounts of money with a vendor you never met? Could you ever have expected to close a big deal without being able to shake the customer''s hand? Welcome to the new land of consumerism where you don''t even need an honest face to sell a used car. Despite the reports that people are still apprehensive about online shopping, there are millions of consumers sitting at keyboards with credit cards in hand.
What do consumers see when they open your e-door? If you''ve taken the time to make your site attractive, easy to navigate and you''ve spent the money on high-end technology, you''re probably pretty pleased with the results. If you''ve done market research and developed an advertising program, you probably have a fair amount of customers too.
The best designers, technology and consultants are available to any e-tailer who has the money available. If both you and a competitor start out with the same budgets and resources, isn''t it likely that your e-stores will be pretty similar? What advantage can you find to differentiate you from the other online e-tailers?
YOU. You''re the difference.
There are plenty of Internet users that click on the "About Us" or "Company History" button on web sites. Customers are really interested in who they are buying from because they want to find something to relate to in an otherwise impersonal arena. They want to see a face or read a story before filling up a shopping cart and entering digits.
So, push some of the slick graphics, javascript code and pop-up windows aside to tell your story and let consumers get to know you. Describe the history of the company - whether your idea was the result of brainstorming or your six-year-old thought of the concept. Avoid giving a resume but be descriptive about your experience, challenges and dreams of bringing your online company to fruition. Give your visitors a sense of who you are, how you came to find a place on the Internet and what you hope to accomplish.
Kick the developers, analysts and IT gurus out of your office. Don''t accept calls from your stockbroker or investors. Just close the door and find a way for customers to get to know you, like you and want to buy from you. It may be the only difference between you and your competition.
For more information on the increasing importance of personal relationships with customers:
Winning at E-Commerce
Customer Relationships in the Digital Age
The Bigger They Come, The Harder They Fail
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