NFIB

Taking Your Business Online
10/ 11/ 2002

by Vicki Gerson

There is no doubt that taking your business online can add to your business's growth, giving you greater exposure and allowing you to sell your products to customers in far-reaching areas. But it also can create new challenges and raise questions. Make sure you consider the following before you begin selling on the Web.

Will your products sell online?

Some products are easier to sell over the Internet than others. Books sell well because people know exactly what they are getting. There is nothing to try on or test to see if it works properly.

If your business knits one-of-a-kind sweaters, people might be a bit more hesitant to buy without seeing the item. If you do sell unique products, it’s important to include good photographs so that customers can get a clear idea of what they are buying.

What is necessary to be successful?

If you decide that your products will sell online, you need to design a Web site that will make it easy for customers to shop. You need a secure server for credit card transactions and a shopping cart for customer convenience if you offer numerous products.

It’s equally important to make the transaction run smoothly once the customer has ordered. You may need to hire another customer service person to handle Web site orders.

How do I get my online business noticed?

If you decide to make the effort to put your business online, it’s important to do everything you can to make it pay off.

Make sure all of your advertisements include your Web address. If you have your customers’ email addresses, send them a message saying that they can now shop your store from the convenience of their own homes. Make sure your Web address is on your business cards, in the yellow pages and anywhere else your business is mentioned.

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