Hardware Reference
In-Depth Information
ing to see your website. The more people you get on your website, the more opportunities
you'll have to convert them into customers.
Lesson 2: Make Your Website Your Best Salesperson
Since your website should be a large part of your marketing plan, you want to be as cohes-
ive and intuitive as possible. Far too often when I search the web for a product or service, I
am turned off by my shopping experience on a particular site so I move on to another.
When you develop your site, this is your brand and initially the entire face of your com-
pany. Additionally, a nice-looking website is one thing, but an informative and working
website is another. Don't lose sales because of a broken link or inaccurate text. Instead,
walk through your own website from the viewpoint of your customer. Have a family mem-
ber act as a customer and place a test order. This will simply help point out the flaws,
glitches, and weaknesses before you go to market. From a customer standpoint, it will be
an easy decision—if a computer repair company's website isn't 100 percent, how can the
service be? Remember you're the expert in their eyes on all things technical, so your web-
site had better be on the mark!
Lesson 3: Expand Your Reach
So you've got your website running, you're taking some orders, and the information you're
presenting on the Internet is accurate. That's a great step in getting your brand out to your
local market.
When you're ready to expand your reach, you can do so on any level that you choose. Lots
of things are possible. But you can never know what is truly possible for your business un-
less you make an all-out effort. And you can't make an all-out effort unless you step away
from business as usual; look at the big picture and objectively assess what will take you to
the next level.
Say you have your business off the ground and you're offering repairs on Macintosh com-
puters. Maybe you describe your business this way: “We provide top-of-theline service and
repair experiences with outstanding support for discriminating Apple customers . . .”
Sounds good, but what do you really do?
Keep Your Eye on the Prize
I started my business on a kitchen table. I bet on myself and told my family that this was
going to work, so I made it work. I didn't have a huge pile of money to get things started,
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