For small businesses The Internet is a wonderful tool , but many people are still very disappointed concerning the results they have.

The real truth is the web can be effective depending on how the Internet strategy is designed. There is one big error that most business make from the very beginning: they didn't understand that The Internet = Communication!

Of course, they are aware of the importance of communications, but have they applied that knowledge to website strategy?

What most people use the internet for?

I am sure about the answer we shall receive most of the time : "They got on The Internet to sell product or service !!" Of course the answer is right, but they often forget that the process is most important than the objective itself, and turn their web page into an "Internet storefront", going to be disappointed at last.

On the other hand, from the above answer a second conclusion is rising: rarely people come on the internet to buy something. And is true also, as time as, excepting Amazon and a few select websites no one is making a killing selling strictly on-line.

Because people still like to see, to touch and to check goods the main activity of potential buyers is not to *buy* on the internet but to *collect information about a product or service*.

In that circumstances the number one goal of Internet sales strategy should be to give to potential buyers the information that will influence their final sales decision. People come to website looking for information, not for a storefront or a shopping cart. That means the storefronts and shopping carts can be important parts of the strategy - but they shouldn't be the main strategy.

Let's have a simple example.

I hope that some of you who read this article will click on the little link at the end to become new subscribes of my eZine. Let's say this could be my goal. But in order to reach your membership, I'm first giving you a large dose of free and useful information.

Why? As Hamlet said, this is the question!
Think of the benefits this article provides to me. By reading it:

1. I can show you that I know what I know.
2. I've created a dialogue ( built a relation) with you.
3. I've increased your confidence in me.
4. I've given you something of value for free. (you have no obligation to give me something in return).

Remember that the process is more important than objective? In other words, what I have done: I've initiated a relationship with you. I did not ask you to be my subscribers. But by giving you this information, I've initiated communication with you and, quite possible, I increased your confidence in me. At the bottom of this article there is a brief note regarding me and my eZine without any command. Because I hope you already trust in me, you might think that my product is good also, and because the sign up is also for free, may be I do convinced you to click the link to my MCF Newsletter.

In the same way, this weekend eZine offers constant a lot of information for small business on the Internet, about the Internets and its secrets, about many available jobs I am informed, refreshes your life with pieces of good humor. I continue to communicate with you in mutual benefit.

Conclusion:

The great advantage of the Internet is *not* your ability to sell your product along side companies that are ten times your size, but your ability to *get information* to potential buyers about your product!

Think all the time of a potential buyer of your product or service. Is your website giving them the information they need? If they are permanently stormed by the sharp buying competition, are you giving them all the detailed information they need to choose you?

Remember that the process is more important than the objective.