Second, the sales process is far more complex and demanding than even experienced retailers realize. Their primary use of the Web is for news gathering and research. Ironically, small companies with fewer channels may have the initial advantage in E-commerce. Recently, I spoke with a small specialty company that manufactures vinyl covers for pools and boats. Internet revenues had quickly roared from zero to the low six figures.
Traditional media is unable to truly bring to life the partnership between consumers and providers.
They establish community. Not only does this create a strong sense of ownership, it gives people a reason to keep coming back. They are relentlessly honest. Smart consumers despise Pollyanna sites. It will be tough.