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The easy access and anonymous nature of Internet is
both a boon as well as a curse for international business. Its a
boon as it provides a level playing field for small and medium enterprises
in international market. Anyone with little investment in computer
and Internet connection can reach out to world market and compete
with the heavyweights - a scenario completely unthinkable even a
few years back.
Its a curse - because a whole lot of ineffectual people
ranging from greenhorns, get-rich-quick agents to outright frauds
and conmen can easily disguise as experienced/respected businessmen
and waste your valuable time (at best) or at worse rip you off.
In the virtual world of cyberspace, often the only
mean your customer has to evaluate you is your communication - your
language, presentation and style. Your e-mail/web-site/ presentation
etc. are your faces to the world - and these must inspire sufficient
confidence in your customer to transact business with you or at
least take you seriously. This is a marked difference from traditional
business and you should be aware of this feature of e-commerce.
You may be well known in your own country but the overseas
customer has no way of knowing how true your claims are. The only
touchstone he/she has is your communication - you must make sure
they are really professional looking. The professional visitors
must immediately know from your offer that it has been written by
another professional.
Now what makes an offer professional or get distinguished
as serious ? It is not a 10-Mb file attachment on your company history
or flowery language that is going to impress your customer - if
anything these are going to bog down your rating further. The hallmarks
of a good communication are precise and relevant content, pleasing
format/style and professional presentation.
By relevance, I mean on subject, THE RECIPIENT IS INTERESTED.
Your communication must have a central theme and all arguments should
logically and coherently flow from there. ‘Precise’ is filtering
out stuff not related to main theme. This ruthless filtering out
will make your content ‘unambiguous’
The format and style has as much bearing as the content.
Sentences should be short and unambiguous - neatly grouped into
paragraphs. Use direct speech using a conversational style as much
as possible. Paragraph length should not exceed 10 lines normally.
The presentation must inspire confidence on ability
of the presenter. A 150 Kb Web-page with dozens of colors and fonts
only evokes disdain - however good the content or style may be.
Related Links:
Source: FAIDA
- Newsletter on Business Opportunties from India and Abroad
Vol: 2, Issue 41
March 21' 2002
Author :
Dr. Amit K. Chatterjee
(Amit worked in blue-chip Indian and MNCs for 15 years in various
capacities like Research and Information Analysis, Market Development,
MIS, R&D Information Systems etc. before starting his e-commerce
venture in 1997. The views expressed in this columns are of
his own. He may be reached at amit@infobanc.com
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