"We don't often look at the website..."

Amid the gloom out there many companies are thriving because they have a clear value proposition, they are consistently communicating targeted offers to their customers, and they have their business processes operating efficiently and effectively.

Such companies prize new, walk-in customers because they represent everything they are looking for: expansion of their market, readiness to buy, and cash.

But other organisations are not so well structured: Case in point - true story - the customer searched in the online yellow guide, found a prospective supplier, called them on a Saturday to place an order and found the office unattended - no answering system, voicemail, nothing.

Persistently, he Googled them and found the website they hadn't listed with yellow, and right there was an e-mail address and enquiries form! Filling in the form, he placed the order and awaited a call early the following week. Still nothing. His office manager rang the store and asked if they had received the order and when could delivery be expected, please?

"What... Eh?? Oh! We don't usually look at the website, most people come to the store!"

Most people might. But if you could grow the market by advertising, attracting a customer who converts on your website to place an order, why wouldn't you want to check the website eagerly at least once a day?

If that's too much trouble, set up a process that sends an e-mail alert to someone with a pulse who can then process the order, deliver the goods and count the cash that ensues.

If you have a suspicion this story could be about your business, and don't know how to fix the problem, we'd be happy to help put you on the right track.