I'm taking my traditional business online. What should I expect?
Sales & Customer Service mentor Lillian Vernon responds: First, your company's expectations must be realistic. You cannot expect your Web site to make a profit or become a leading e-retailer right away, with all the competition from successful dot.com companies that have established names and customer bases. However, you must act fast and keep up with all the latest technology and marketing strategies that competitors are pursuing. Remember, traditional retailers have in place fulfillment and customer service operations that are enormous advantages. Think of your Web site as an adjunct to your current business with great possibilities to market your products or services to new audiences and generate a broader customer base.