With the current economic downturn and significant layoffs among sales staff, the web has become more important than ever as a means of communicating with customers/clients/membership. But I have yet to meet a CEO who likes website development. It makes business leaders uncomfortable. The web experts speak in a cryptic language – CMS, KM, XML, CSS. The site seems to take forever to build, costs more than expected, and invariably provides less value than the organization had hoped.
10. Wouldn't it be nice if your warm, heavy These boots have everything you need
snow boots were as comfortable as your for stability and support in demanding
summer tennies? Our 400-gram snow boots conditions – and a comfortable,
may not be exactly as comfortable, but lightweight design you'll appreciate in
they're heaps more flexible than last year! any circumstances. Rugged, puncture-
Copying the comfortable construction of an and abrasion-resistant synthetic-fabric
athletic shoe, we replaced last year's heavy upper and polyurethane-coated leather
vulcanized outsole with a lighter weight rand reduce wear from rocks and roots.
(and still fully waterproof) model made up Waterproof, breathable Gore-Tex® lining
of a cushioning EVA midsole and a rugged keeps water out while allowing heat
TPR outsole. And for those days when vapor to escape. Internal support board is
you've got to bend to shovel, or try to sprint ergonomically shaped for superior
up a hill with a sled for "one more ride," stability and flexion. External heel
we've given this boot a combination insole counter helps your foot stay centered on
board, so it's more flexible at the forefoot uneven terrain. Exclusive Vibram® Orbit
(where your foot bends) and stable at the sticky rubber outsole for traction.
heel (to keep ankles steady in deep powder).
If you spend a lot of time working or
sporting in the snow, this is your boot.
And don't think we've forgotten the warmth
factor. The 400-gram Thinsulate™
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— now with a waterproof full-grain leather,
nubuck, and suede shaft — keeps out wet,
slushy weather.
13. 10 things customers will tell you
1. Don’t tell me how great you are. BE great!
2. Go the extra mile.
3. Don’t get in my way when I’m trying to shop.
4. If I know what I’m looking for, help me find it.
5. If I have questions, I want straight answers, not a salestalk.
6. Tell me if you’re going off to look for my size. Don’t just turn and leave.
7. If you expect me to buy something, tell me what it costs
8. Are your own affairs so important that you feel justified in ignoring me?
9. Don’t make me feel stupid.
10. If you make a mistake, admit it.
Sources: Paco Underhill, Eric Reiss
20. 10 things customers will tell you
1. Don’t tell me how great you are. BE great!
2. Go the extra mile.
3. Don’t get in my way when I’m trying to shop.
4. If I know what I’m looking for, help me find it.
5. If I have questions, I want straight answers, not a salestalk.
6. Tell me if you’re going off to look for my size. Don’t just turn and leave.
7. If you expect me to buy something, tell me what it costs
8. Are your own affairs so important that you feel justified in ignoring me?
9. Don’t make me feel stupid.
10. If you make a mistake, admit it.
22. 10 things customers will tell you
1. Don’t tell me how great you are. BE great!
2. Go the extra mile.
3. Don’t get in my way when I’m trying to shop.
4. If I know what I’m looking for, help me find it.
5. If I have questions, I want straight answers, not a salestalk.
6. Tell me if you’re going off to look for my size. Don’t just turn and leave.
7. If you expect me to buy something, tell me what it costs
8. Are your own affairs so important that you feel justified in ignoring me?
9. Don’t make me feel stupid.
10. If you make a mistake, admit it.
26. 10 things customers will tell you
1. Don’t tell me how great you are. BE great!
2. Go the extra mile.
3. Don’t get in my way when I’m trying to shop.
4. If I know what I’m looking for, help me find it.
5. If I have questions, I want straight answers, not a salestalk.
6. Tell me if you’re going off to look for my size. Don’t just turn and leave.
7. If you expect me to buy something, tell me what it costs
8. Are your own affairs so important that you feel justified in ignoring me?
9. Don’t make me feel stupid.
10. If you make a mistake, admit it.
28. 10 things customers will tell you
1. Don’t tell me how great you are. BE great!
2. Go the extra mile.
3. Don’t get in my way when I’m trying to shop.
4. If I know what I’m looking for, help me find it.
5. If I have questions, I want straight answers, not a salestalk.
6. Tell me if you’re going off to look for my size. Don’t just turn and leave.
7. If you expect me to buy something, tell me what it costs
8. Are your own affairs so important that you feel justified in ignoring me?
9. Don’t make me feel stupid.
10. If you make a mistake, admit it.
33. 10 things customers will tell you
1. Don’t tell me how great you are. BE great!
2. Go the extra mile.
3. Don’t get in my way when I’m trying to shop.
4. If I know what I’m looking for, help me find it.
5. If I have questions, I want straight answers, not a salestalk.
6. Tell me if you’re going off to look for my size. Don’t just turn and leave.
7. If you expect me to buy something, tell me what it costs
8. Are your own affairs so important that you feel justified in ignoring me?
9. Don’t make me feel stupid.
10. If you make a mistake, admit it.
41. 2. Don’t view your website as a
1.
software development project.
54. CMS = Content Management System
Publish to the Web
CRM = Customer Relationship Mgt.
Track, use, and maintain customer data
ERP = Enterprise Resource Planning
Optimize use of people and materials
DM = Document Management
Electronic filing system
KM = Knowledge Management
Share expertise internally
56. Interesting facts
Dr. Scholl doesn’t make cutlery
Georg Jensen doesn’t make wrenches
Bahco doesn’t make pens
Parker doesn’t make nail-clippers
57. Deal with your website
(and just your website).
Then take care of the other stuff.
58. 4. Don’t be afraid to set
1.
measurable goals for your
website.
61. What passengers say:
“Why publish schedules if I can’t use them?”
“I plan my meetings according to arrival times”
“I book connecting flights based on your promises.”
“I have people waiting to pick me up when I land.”
“Faster check-in. Now that’s service!”
“Better food. I’d like that.”
“More legroom. I’ll pay extra for that.”
“On time? That’s your damned job! So do it!”
62. Three god-awful metrics
We want more hits
We want folks to spend more time on our site
We want people to write to us
63. What are the “right” metrics?
Better lead qualification
Shortened sales process
Streamlined logistics
Increased conversion, conversion, conversion
64. Insist that your website become an
integrated part of your company’s
business activities
65. 5. Don’t confuse your personal
1.
needs with those of your
visitors.
67. Owner-visitor relationships
We want to tell I got what
our story I came for
We want to be I got the
understood message
We want to be Valuable I think it sounds
believed reasonable
experience
We want to be I’m ready to
trusted deal with them
We want to
I will come back
build loyalty
68. Fact #4
If you do not meet the needs of your visitors,
you will never meet your own business needs.
69. Four common errors
“We need pictures of ducks. I like ducks.”
(Executive ego)
“Look what they just did this”
(Competitor envy)
“We should talk about ‘innovation’”
(Strategy by buzzword)
“That change doesn’t fit our standard design”
(Form over function)
99. A British Airways timeline
1983 1986 1999 2004 2009
Willie Walsh
Colin Marshall
Colin retires can’t meet
joins BA
BA has world’s payroll
largest fleet of Boeing
BA named
747-400s
“Airline of the Year”