Free Advice

Internet is still an important business tool

Originally published in the Eastside Journal, September 4, 2001. Reprinted with permission.

Dotcom, dotbomb. The Internet is here to stay, the Internet has peaked. We’ve heard these and more. While it’s true the Internet’s luster is not as bright as it was, it’s also true that the Internet is important to small and large business and will continue to be so.

One question is what effect does the Internet have on non-high-tech businesses. Here’s how three local firms use the Internet.  Fiberlay, Inc. (www.fiberlay.com) distributes fiberglass supplies and epoxy materials, Varland Design, Inc. (www.varlanddesign.com) manufacturers artificial plants and decorates convention centers and other large spaces and Picture Source, Inc. (www.picture-source.com) provides art and framing services primarily to corporate buyers (hotels, furniture stores, offices).

Using the Internet, having a website and e-mail, is a necessity these days. Not having a website is like not having a brochure or business cards 20 years ago. It provides a positive image. Or perhaps, the image of not having a website is one to avoid.

Marketing

In addition to providing a presence and credibility, there were three benefits common to all of these companies. First, a website is a tremendous marketing tool. Picture Source and Fiberlay use their websites to display their catalog. It lets customers instantly see their capabilities, work samples, pricing and view some success stories. Even though Varland does one-of-a-kind projects, the web allows them to show pictures of events they have designed and decorated. Connie Granston at Varland states, “Now, with the Internet, at the touch of a key, people who are interested in our work can see great shots of our projects instantly. We can get the credibility issues over with immediately and start planning their project!”

The Internet also has allowed these companies to expand their geographic presence. Fiberlay was an early user, back in 1994. Especially over the last three years they’ve grown outside of the Seattle area and this has reduced the impact of seasonality. Picture Source has a roster of national, independent reps. Not only can the reps stay up to date, but they can direct their customers (the end users) to the website for up to date information and examples.

Communications

For many of us e-mail is so common we wish we would get less. However, it’s taken us a step beyond faxing. All three companies state they can instantly send pictures, project details, a portfolio and much more. Kathy MacIndoe at Fiberlay says, “[The Internet provides] an efficient communication vehicle for specials, new product introductions, customer applications and success stories.” Paulette Peitersen at Picture Source told me that the use of e-mail “allows customers to view framed images, mat and frame options, floor plans, previous project photos, and pricing information.”

Efficiency

Putting a catalog on your website can be a great time saver and a tremendous money saver. It allows prospects and customers to have instant and 24/7 access. It also removes ambiguity as all details are spelled out (the customer can’t claim he or she was promised something if it states differently on the website). Fiberlay uses their website to post technical advice and articles. This keeps their employees from having long telephone conversations (at the company’s expense) and, again, allows them to provide this help on 24/7 basis. I mentioned Picture Source’s benefit of having customers instantly get detailed, technical information, thus speeding up the sales cycle and providing less opportunity for competitors to get involved.

Varland recently found another efficiency. While interviewing for a job opening, candidates were able to review the company’s website before coming in for an interview. It worked as a screening device for both company and employee.

A good website combined with prompt follow-up levels the playing field between large corporations and smaller, family owned businesses. It allows small businesses to appear larger than they are. If they provide exceptional customer service, the customer won’t care about their size. 

The one area not addressed here is e-commerce. For all of these companies it is something in the future (Fiberlay is currently setting up their e-commerce operation). It won’t be long before e-commerce will be as common as mail or telephone ordering for many companies.

The bottom line is the Internet, through websites and e-mail, plays a huge part in the success of small businesses. It’s a necessity, not a luxury, for all industries, not just high tech firms.

© Copyright John Martinka 2000. All rights reserved.