| Ecommerce is essentially the art of | | | | Connection # 3 - Provide Firsthand Knowledge |
| meaningful connection. When online businesses | | | | |
| perceive their role as merely seller they are | | | | If your customers have questions not |
| liable to find themselves in a 'disconnect' | | | | addressed in your information-based website |
| with their customers. | | | | you should provide reasonable access to you |
| | | | for further clarification. Your availability |
| Connection # 1 - Know Your Customer | | | | may be the most potent form of connection. |
| | | | |
| The best step in connecting with your | | | | Connection # 4 - Don't Sever Connections at |
| prospects is to learn what they want. This | | | | the Point of Sale |
| generally involves research and being willing | | | | |
| to ask questions. There will be those that | | | | Once a transaction has been made you should |
| are captured by an idea and launch it without | | | | provide a means of connecting with your |
| gaining an understanding as to the | | | | customer to let them know you appreciate |
| marketability of the product. This first | | | | their business. This is often accomplished |
| point of connection is essentially the first | | | | through the use of autoresponders, but may be |
| building block needed for ultimate client | | | | enhanced with a series of available |
| connection. | | | | informational articles specifically designed |
| | | | for those who actually make a purchase. You |
| Connection # 2 - Content is King | | | | may also have an ecourse that you can make |
| | | | available. Some online businesses make |
| Once you establish a product or service that | | | | evaluation forms available on their site. |
| is in concert with the expectations of the | | | | Customers are then invited back to the site |
| consumer, you need to establish a trustworthy | | | | to provide feedback. Discounts on new |
| website that provides information that allows | | | | purchases are often a gift that can be given |
| the dots to connect for your visitor. Far too | | | | for taking the time to fill in a |
| often websites simply provide a photo of the | | | | questionnaire. |
| product and a brief description in the | | | | |
| 'store' section of the site. | | | | Even in cyberspace your customers want a |
| | | | connection, but the connection seems to be |
| In brick and mortar stores consumers are able | | | | increasingly dictated by the consumer. Online |
| to visit with a store clerk to determine the | | | | business is responding by making their |
| value of a product. With a website, you must | | | | customer connections worthwhile and |
| find ways to answer their questions. Often | | | | knowledge-based. Those who do not provide |
| this function is of greater importance than a | | | | this type of connection are often finding a |
| simple FAQ section. | | | | downturn in new customer sales as well as a |
| | | | lack of enthusiasm from existing customers. |