Tom Anthony Personal Blog

This is a real email from an old friend and colleague of mine – Chandler Turner

Tom, I think you told me that you were looking for e–business sites in the $10,000 to $15,000 range, is that right? I have talked to a 75 year old company here with loyal clients that IS NOT cross-selling its divisions at all and one manager who ″gets it″. However, they really do not need an e–business site but moreover; they would NEVER agree to spend that kind of money.

Here is my response

Well, first it would not necessarily cost them a do–over price. Actually it will not necessarily cost them anything at all – not if they currently have any budget allocated for generating sales. Most of what I do is strategic – not building the web site –but getting people to go there and then do something (like buy or call). If they spend money now on marketing or branding or advertising or public relations then all they need to do is shift some allocations around and get a better return on investment by using the web properly.

That said – it’s not a build it and forget it deal. In fact it is the exact opposite. I can’t tell you how many companies I work with that tell me their web site does nothing, only to find they built it three years ago and have not updated a single word. For me it’s about results. Like measuring visitors to the site, determining where they came from, and why they went to a particular page. It is counting how many sales came from the web and figuring out what works with their particular target market. It’s not about graphics; it’s about conversion from visitor to customer. Besides, these days just about anybody can build a web site. The thing I bring to the table is what happens next.

Sounds like that manager friend of yours could use a lunch with you and me to put perspective on his particular issue. What do you think?

tom

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