F) General Ground Rules

1) Clean, professional. For example, only use easy-to-read type fonts. Anything more works against you.
2) Use templates to insure consistency for all pages. Creates an easy update strategy of just putting in the latest info without re-inventing the wheel each time out.
3) Nothing under construction!!!!!
4) Speed. Make sure pages build fast. Do not overload them with graphics. For example, even the biggest prosoundweb.com pages are designed to build within 10 seconds at 56k.
5) Useful links are good - they enhance your site's function as an information source and will serve to help. If your site is good, folks will come back so don’t worry about them leaving.
6) Consider working a trade-type deal with manufacturers for banner ads to cut your costs while supplying them with valuable marketing.

G) Comments on how e-communications is changing things in general, i.e., our example from the promo:

"During a recent phone conversation with a church customer, it became plainly apparent just how the web has altered my business relationships. The customer directed me to a page on a web site he was also viewing, a page detailing a piece of equipment that had peeked his interest.

"He had as much information in front of him as I did - specs, features, functions - all the technical stuff. It used to be that a customer might see an ad or brief product release in a trade publication and then call me for details. As we talked, I suddenly realized that I'm no longer the primary source for this information.

"But while he had the information, he didn't have my experience. His questions ran along the lines of "have you used this before?" and "for my application, do you think it is the best solution?"

"In the final analysis, my role has changed. While I'm less of a source to my customers for strictly technical information, more than ever I'm relied upon for professional opinion, to give them the "straight scoop" on the application of technology, to supply specific installation advice, and often to take a hands-on role in their install and use of the device after they purchase it.

"After writing this particular sale, I reminded myself that I'm a systems contractor, not an equipment seller. I can't and won't compete with the catalog houses on a largely price-based sales methodology. My strength, and the reason customers continue to work with me, is that I offer an added dimension to their purchase. You might beat me on price, but you can't beat knowledge, you can't beat experience, and I can maximize your equipment investment way beyond mere 'specsmanship'."

In Case You Missed It...

We had a lively 45-minute session at NSCA Expo 2001, discussing Web Strategies For Contractors. Based upon the success of this initial presentation, we’re planning more sessions to share what we've learned, as well as to learn what you know. In essence, it's the interactive forum that is ProSoundWeb, taken to the field. And, our heartfelt thanks to Syn-Aud-Con for their support in this endeavor.

In the meantime, I thought it might be informative to share my outline for the seminar, listing out the topics and ideas we covered. There's some good info here - my hope is that it can be beneficial even in this limited format. As always, feel free to e-mail your comments and questions to me, gary@imgintl.com - Gary Z.