a Pentium III microchip to be able to process more sophisticated data and 3-D diagrams;
a 56K modem, to ensure a reasonable speed in transferring data to and from the Internet;
700 MHz to process information quickly; and
128 megabytes of RAM to be able to use more than one software program simultaneously.
Whe choosing a Web address (URL), bear these principles in mind:
Pick something that people will be able to remember. Associate the URL designation with your name. For example if your company is Only Sox Inc., then consider www.onlysox.com.
Short is always better. A long URL will invariably lead people to making mistakes when they are trying to access your Web page, causing concern about whether your URL is operational or not.
Choose a “first-tier” address such as a dot-com, dot-net, or dot-org. It projects an image of universality. A second-tier URL, such as dot-on.ca, lets the user know that you operate more locally, which in some cases may be an advantage, but in others is less prestigious.
An easy way to find a name that you can use is to check with a registry, such as domainpeople.com. If your chosen name is available, you can immediately reserve it for whatever period you want, for a fee.
You will need a Web browser, such as Netscape or Microsoft’s Internet Explorer.
Learn to use one of the software programs, such as Microsoft’s FrontPage or Adobe’s PageMill, so that you can update your Web page very quickly as often as is necessary. These programs avoid the necessity of learning to use HTML and other programming languages, which can be intimidating.
Use a reliable service-oriented Internet provider. An ideal provider is one that offers
24/7 service
patient, knowledgeable people on their help desk
high-speed access
ability to log in from any major center worldwide
Design your Web page with these criteria in mind:
The front page is bright, simple, eye-catching, and uncluttered.
Text is written in simple, bold letters, which are easy to read. Fancy texts are sometimes difficult to read on a computer screen.
The color is the same as your stationery so that it maintains your corporate image.
The front page creates an immediate favorable impression. It should contain
your logo
a short crisp message letting people know what you are all about
links to other parts of your site, typically in tabs on the left hand side of the page
links to other useful URLs
It should be easy to contact you.
Encourage people to contact you by registering with you. Create a way to make the process fun and simple by
asking a few basic questions such as name, title, organization, and e-mail address. A phone number would be useful, but may bring about resistance, as people might feel that you will be badgering them.
limiting the length of the questionnaire to a few lines that require short simple answers
highlighting the submit button, so that it is easy to see and use
offering some kind of reward for responding, such as a free catalogue, sample, or consultation. Some kind of draw for a prize might sweeten the pot and encourage a larger response.
Using the Internet to Promote Sales
The Internet is a business accelerator unlike anything seen before. It has a scalpel-like propensity to slice away activities, processes, and institutions that do not add value to customers.
ED MCMAHON, BRICKS TO CLICKS: E-STRATEGIES THAT WILL ENHANCE YOUR BUSINESS
The cost of entering the Internet is low. It is inconceivable today that one can ignore the Internet as a way of sharing information, promoting yourself and your products, displaying your products, and taking orders. Sales on the Internet are increasing exponentially. As more people look to the Internet as their preferred method of transacting business, so does the pressure increase for you to have a presence in cyberspace.
The Internet can open your world globally overnight. Moreover, an attractive site builds consumer confidence and presents you as a more legitimate enterprise.
Use the Internet to create new interest in what you have to offer and to manage existing sales. But never expect your Web page to replace the personal touch. A wise salesperson will know which clients need the soft touch and which need the high-tech approach.
A Web site will give you many advantages. It will help you to
exchange information quickly
reduce your cost of advertising literature, phone calls, and postage
enable people who don’t want a sales presentation to conduct some low-risk research of their own, prior to committing to a one-on-one discussion
pre-qualify prospects, allowing you to focus on those that are most interested
Maintain interest in your Web page by
updating it regularly, as frequently as every two weeks
listing new products, current research results, new people, industry trends, and the latest innovations
making it fun to explore by adding such things as tips, questions and answers, appropriate jokes, and quotes by people of great wisdom
Attract as many people to your site as possible by
registering with as many search engines as possible, particularly the most popular ones such as Yahoo, Lycos, Infoseek, and Google
showing your URL on all company literature, premises, and even vehicles
While ensuring that your information is comprehensive, be cautious about including trade secrets and areas that give you a competitive advantage. You can be sure that your competitors will visit your Web site and learn from it in an attempt to reduce any competitive advantage that you may have.
Chapter 10: Career Effectiveness
Goal Setting
A good goal is like a strenuous exercise — it makes you stretch.
MARY KAY ASH, CHAIRMAN, MARY KAY COSMETICS
Selling is a process of setting goals and achieving them. People in sales are probably better than most at setting goals. You are constantly budgeting sales and comparing actual against budget. But goal setting often slips when it comes to ourselves.
You will enhance your career and effectiveness by focusing on yearly, monthly, weekly, and even daily goals. Your goals are your roadmap to a successful future. They will determine the direction in which you are headed and ensure that you reach your destination. Here’s how to set goals:
Create your personal vision of where you see yourself five to ten years ahead. Don’t be modest. Picture yourself as being highly successful. Then imagine your success described as a newspaper headline. Create that headline and superimpose it on a newspaper. Then copy it and post it on your wall next to your mission so that you never forget what you need to do daily (mission) and where you are headed (vision).
To achieve your goals you have to know exactly what they are. Make sure they are challenging and SMART:
S pecific. “I want to be the top-selling rep in the company” is much better than, “I want to improve this year.”
M easurable. “I want to sell 20% more than I did last year.”
A greed upon
R ealistic
T ime-based
Write your goals down. Post them in a spot where you can see them. Refer to them for motivation.
Make sure your goals do not conflict with your fundamental values. There’s no point planning to make a fortune if you are happy with what you have or if you are leery about exploiting others on the way to the top.
Put your goals in order of importance. At the top of the list go the goals that satisfy a personal need. Do these things first. If you want to spend more time with your family, arrange your schedule to enable you to do so. You can’t wait for your schedule to arrange itself.
Formulate a plan. What do you need to do tomorrow? next month? next year? Once you have a long-range plan, you can stop worrying about next year and apply yourself to the task at hand.
Check your plan regularly. Have you met your monthly goals? And are they taking you where you want to go? If not, now is the time to reformulate them.
Look at your goals often to see if you’re on track.
Once you’ve set goals, make a list of roadblocks that are standing in your way. Ignore those that are unlikely to happen. With the balance, highlight those that you have control over. Develop a plan to solve them one at a time. For example, you might consider a lack of training as a roadblock. So, develop a plan to get some training through your preferred learning method — reading, self-study, computer-based training, or workshops.
Create a personal mission statement. Sign it and display it on your wall so that you constantly remind yourself of what you need to do daily in order to be successful. To create a mission statement, complete the blank portions of the template (see Diagram 1 on the next page).
WHO ___________________________________________________
(Name)
WHAT __________________________________________________
(State what you do)
HOW ___________________________________________________
(State how you do it)
FOR ___________________________________________________
(Describe your customer)
WHERE _________________________________________________
(Describe the geographical area you cover)