Keep the Window Open

Blocking a customer's view in is bad enough but not looking outside spells disaster

An article today highlighted research showing that more than half of small businesses in the UK do not have an online presence. An industry expert went on to suggest that "Not having a website is like leaving your shop front boarded up or refusing to tell customers anything about the services you provide." Of course this is true. I certainly search for new services online and would suggest many others do the same.

But worse still, not exploiting the web has two sides to the boarded window. Of course, you're blocking potential customers from seeing in, but you're also blocking your view out. How can you get the most out of sales if you can't see whose walking down the high street, or what other businesses around you are offering?

And whilst window shoppers can be drawn to you, being online can present the chance to go and actively find new customers. Any networking requires knowing the right thing to say and web resources can provide you with the perfect opener. If you approach someone at a bar with nothing to talk about, the likelihood is you'll be sat back down by yourself in no time at all. But having a starting point, a trigger of conversation will give you a much better chance of getting the drinks in.

So when thinking about building a web presence, don't see it completely as an exercise to bring customers to you, see it also, as a way of stepping outside, stretching your legs, and finding out everything you want to know about your high street. Most importantly, see it as a way of introducing your services, rather than explaining them.



Step Outside now