Does My Business Really Need The Internet?

Does My Business Really Need The Internet?
May 1996

This topic came up in a working group earlier this month. Actually, we were discussing why anyone would not jump at the chance to use the Internet (yes, it was mostly techies, computer jocks, and gearheads at the meeting) so judge for yourself the opinions that were expressed around the table.

We began discussing why every business in the county is NOT using the Internet on a daily basis. We concluded that the people who don’t use the net are just too busy to learn something new, especially something as vast, albeit compelling, as the Internet.

We realize that learning to use a powerful tool can take some time and considerable commitment. And the Internet is the most powerful tool available to business this century.

We also looked at ourselves and those who we know are prospering with business growth. The similarities we noted are striking. A good majority of the truly successful businesses that are actively planning to continue their success in the coming years are using the Internet as an advertising and marketing tool. Eventually, the Internet will develop into an effective sales tool, but today, personal, face-to-face meetings and telephone sales are more widely accepted.

Creating an effective website, an information post on the World Wide Web, is probably the best reason to give your business Internet access.

Even if you don’t have time to “surf the net” yourself, you can make sure that your product’s message is being read by the other surfers (most of whom are in business, like you and I).

But what makes a website effective? What entices people to ask for more information, allowing you to sell them more of your products and services?

The most effective website that I’ve seen recently is prepared for a Realtor in Tempe, Arizona. Visitors to the site are invited to answer about 20 questions, ranging from price range to number of bedrooms, to yard size. The website’s database then selects only the homes that meet the specifications noted. The more specific the visitor is, the more likely she is to find homes that meet her needs.

Once the homes are automatically selected, they are displayed on the screen with full color pictures and neighborhood directions. Some of the exclusive homes even allow a virtual tour of the residence.

What intrigued me about this website was not the technical sophistication, but the obvious effort that the Realtor and designer put into the atmosphere and ambiance. If I were transferring to Tempe, I’d enjoy reviewing the listings online, maybe even selecting a few homes to visit in person. And I’d definitely give this Realtor a call when I got to town!

David Stephen Murphy is President and CEO of Damar Group, Ltd. which presents computer training classes, publishes computer learning guides, and helps organizations do business on the Internet. The website is http://dgl.com, and Mr. Murphy may be reached at dave@dgl.com or 410.567.5366.

updated November 2, 1996
http://dgl.com/tbm/tbm9605.html