DETERMINE CONTENT

Depending on the type of company you have...manufacturing or services, consumer or industrial...a determination of what parts of your service, or which of your products you can sell or promote over the internet needs to be made.

Based on your purpose and goals for using the internet, a file of information should be assembled.

The most common website is basically a "capability" brochure posted on the web. Information about the company, its products and services are told in a broad, general manner. A contact form (like a business reply card) is usually added.

This is a good start, but lacks those special elements which truly answers the visitor's questions, and motivates them to request more information.

The web is an ideal place to provide detailed product specifications, to describe the important features and benefits of your products or services, and to actually ask questions about the prospect's immediate needs.

Many websites also include financial information for investors, employment opportunities, key people to contact, and lists of dealers or local outlets. The web is a terrific opportunity to do a very comprehensive selling job.

Even when a salesman's personal involvement is required, a well designed website can reduce the time from initial contact to placing an order. Others in the prospect's company can be aware of your firm and its capabilities, thus eliminating a troublesome sales bottleneck from decision-makers higher up the corporate ladder.

MAKE A LIST OF THE FEATURES YOU WOULD LIKE TO PRESENT

Not all items apply in every case, but the list may help you think of things you would like to tell a prospect. All of the points your best salesman would use in a presentation with a prospective customer should be included. Keep in mind that confidential information, such as special dealer prices, can be included in a password protected area only available to those you choose.