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.
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.
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.