I’m sure you’re well aware that the web has altered some things about your business. But according to recent trends on marketing to customers over the past 5 years, it’s dramatically changed the way we run our businesses!
Dramatic Change #1: The buyers now have all the power.
Do you remember when you and your business “controlled” the information about the products and services you offered customers? You decided which features and benefits to spoon-feed customers. You decided when it was time to put things on sale. You decided when customers saw new products. With the use of the Internet, the momentum and information has now turned to the customer. Everything about any detail is on the web. The customers see and analyze everything BEFORE you have a chance! Customers can now dive very deep into their buying cycle before contacting you.
Dramatic Change #2: Physical proximity to your business no longer matters.
The Internet has all but eliminated the need to be physically close or near your business location or service area. The customers like the convenience and instant price comparison benefits of shopping on the web by themselves. But you can still win by building relationships with customers and offering your local customers the personalization experience that can not be duplicated over the Internet.
Dramatic Change #3: No longer can you manage what outsiders know about your company.
One bad customer experience and it seems like it’s all over the web! Bad news and comments travels lightning-fast through Blogs, Twitter, Facebook and Comments. Rumors can spread too. Lies can spread. Also, good news can get out there…just nowhere near as quick! So what can you do? The simple answer is that your company brand needs to extend past your logo and website. Your company brand must include personal service and customer interaction experiences. Resolve complaints quickly! Those reflect your brand. Clean up sloppy service techniques. Everybody on your team “oozes” your brand all day. Ensure that everybody knows how to resolve conflicts and solve problems with customers and coworkers. A slip of the lip can sink the ship.
Of course, the Internet has changed business for the good as well. The Internet lets us deliver our message and content much quicker to more prospective customers. I think the key is that you need to embrace the Internet for the good and the bad that it offers.
Plan for the good times, prepare for the bad times. For help on your business website, please call The Idea People at 704-398-4437 or email jay@theideapeople.com.
Dramatic Change #1: The buyers now have all the power.
Do you remember when you and your business “controlled” the information about the products and services you offered customers? You decided which features and benefits to spoon-feed customers. You decided when it was time to put things on sale. You decided when customers saw new products. With the use of the Internet, the momentum and information has now turned to the customer. Everything about any detail is on the web. The customers see and analyze everything BEFORE you have a chance! Customers can now dive very deep into their buying cycle before contacting you.
Dramatic Change #2: Physical proximity to your business no longer matters.
The Internet has all but eliminated the need to be physically close or near your business location or service area. The customers like the convenience and instant price comparison benefits of shopping on the web by themselves. But you can still win by building relationships with customers and offering your local customers the personalization experience that can not be duplicated over the Internet.
Dramatic Change #3: No longer can you manage what outsiders know about your company.
One bad customer experience and it seems like it’s all over the web! Bad news and comments travels lightning-fast through Blogs, Twitter, Facebook and Comments. Rumors can spread too. Lies can spread. Also, good news can get out there…just nowhere near as quick! So what can you do? The simple answer is that your company brand needs to extend past your logo and website. Your company brand must include personal service and customer interaction experiences. Resolve complaints quickly! Those reflect your brand. Clean up sloppy service techniques. Everybody on your team “oozes” your brand all day. Ensure that everybody knows how to resolve conflicts and solve problems with customers and coworkers. A slip of the lip can sink the ship.
Of course, the Internet has changed business for the good as well. The Internet lets us deliver our message and content much quicker to more prospective customers. I think the key is that you need to embrace the Internet for the good and the bad that it offers.
Plan for the good times, prepare for the bad times. For help on your business website, please call The Idea People at 704-398-4437 or email jay@theideapeople.com.
