Internet resolutions for the New Year
Here's why you should explore the Internet in '98
By Sara Procknow -- Industrial Distribution, 1/1/1998
Since I began writing for Industrial Distribution's Web site, and over the course of the last four years working in this industry, I've heard a fair share of comments regarding the Internet and what its impact will be on the distribution and manufacturing fronts.From Steve Epner's "don't-be-afraid-of-the-Internet'' speech at the STAFDA convention to Frank Lynn's prediction at the I.D.A. convention that the Internet will be the source for product information, the Internet is creating quite a stir.
And, with the demise of Industry.Net, many suppliers are left with a sour taste in their mouths. So, just as they are wary about Industry.Net, these distributors are wary of the Internet in general. Even if you never sign up for anything remotely resembling Industry.Net again, make it a New Year's resolution to explore the Web and make yourself familiar with it.
The Internet is going to be the source customers tap into for product information, online training, MSDS sheets, spec sheets, and more.
Following are some tips on how to break into the Web. Think of it as your Top 10 Internet Resolutions for 1998:
1. Start small but think big. Use your e-mail, get comfortable exploring the Internet. Find someone who knows their way around the Interent to help you.
2. Visit other sites -- especially your competitor's site -- on a regular basis. Expand beyond industrial distribution and manufacturing into any area of interest. See what's out there.
3. Create a home page for your company. At this stage in the online arena, while no industrial distributor is making a fortune off the Web, much can be gained by simply providing information to customers.
4. Talk to your customers about their interest in the Internet. Remember, your traditional customers may not be Internet savvy, but there are thousands of potential customers out there who are. Having started small, you can improve your site as interest grows.
5. Learn what works on the Web. Putting an entire 845-page catalog as text onto a Web site doesn't cut it, but making your product catalog fully searchable does work. And it provides 24/7 access.
6. Show off your Web site. Put the URL on business cards, letterhead and sales literature.
7. Make sure your salespeople are champions of your Web site. Customers will eventually ask, "Do you have a Web site?'' or, "E-mail me your integrated supply proposal.'' By keeping salespeople in the loop, they'll be ready for the sale.
8. Stay on top of developments. Attend seminars about the Internet.
9. Have an open mind. An online catalog is not the same as your paper catalog, so stretch your imagination. If you don't get many visits, that's all right. Even a failure helps you learn.
10. The only way to find out whether customers will visit your site is to build it. Remember, start small but think big. Not every successful project demands a Herculean effort, just a first step.
I'm anxious to make the ID Web site a place for visitors to find information beyond what they read in each issue of the magazine. Over the next few months, we will provide online discussions of issues facing the industry. Also, we'll continue to provide up-to-the minute news reporting on our site.
With consolidation, integrated supply contracts and IPOs being a big part of the industry, we'll get information up on the Web as it's happening. Plus, we've listened to our visitor's comments about our site and are in the process of a redesign. Let's just say an even better Web site is one of my resolutions for the New Year.
Whether it be news, features, product introductions, access to back issues, or links to other sites in our industry, ID's Web site will offer more for you in 1998. If you haven't checked out our site yet, please come by for a visit at www.inddist.com. Furthermore, if you have any ideas or suggestions, drop me an e-mail. Consider it your first resolution.
Sara Procknow can be reached at sprocknow@cahners.com, or at 617-558-4289.
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