According to NUA Internet Surveys, Jupiter Communications is predicting that the 1999 holiday season is expected to generate USD6 billion in online sales. This compares to a total holiday spend of USD3.1 billion in 1998. However Jupiter Communications cautions that the increasing number of mainstream consumers coming online will be intolerant of poor customer service, poor order fulfilment and poor site infrastructure, and will quickly turn to alternative retailers.

So what does this mean for your business? You need to be preparing now for the increased consumer activity over the holiday season of November and December. Here are some things you need to be working on now to make the most of the holiday season.

1. Advertising Plans

Ensure you have your advertising plans in place so that your online consumers can find you. Make sure that you know whom your target customers are and how to get in touch with them. Write your ads now and begin testing them so that your fine-tuning is done prior to the holiday season.

Don't overlook your existing customer base. Ensure that you have an ezine or mailing list so that you can make special offers to them. Encourage your existing customers to refer their friends to your site.

2. Web Site Performance

There is no bigger turn-off to online customers than a slow loading web site. Therefore, it is important to review all aspects of how your web site performs. Review all your web pages to ensure that they are fast loading and have a minimum of graphics. Check that all your links are working.

Also, ensure that a provider who has very low or no downtime hosts your site. You don't want people coming to your site to find that it is unavailable - this is a sure way to lose sales. If need be, change your web hosting provider to ensure you have reliable web site performance.

It is very worthwhile to review your web pages to ensure that they lead your potential customers smoothly through your sales process. Minimise the number of choices and links on each page so that you are leading them closer to the order form. Ensure that you have a strong guarantee and that the ordering process is simple. Also, have a privacy statement outlining what you do with their details and how you maintain their privacy. This will help in the trust building process.

3. Order Fulfilment

Your order fulfilment needs to meet its promise. Your customers will be expecting prompt delivery of what they have ordered. You need to review with your suppliers your anticipated sales so that adequate stock will be on hand to ensure orders can be filled promptly.

Also, you will need to ensure that your capability to accept credit cards is working appropriately. Can it handle the likely volume of transactions without downtime? Will orders be approved with the minimum of delays? If your current service is not up to the appropriate standard, check out alternative services now.

If your product is digital, then you need to ensure that you have the bandwidth to cope with the expected surge in activity. You do not want your customers requesting a refund because they have problems downloading what they ordered. Ensure that they will be able to obtain their products without delay (or at worst the minimum of delay).

4. Customer Service

Your customer service needs to be responsive to customer demands. With increased activity in the holiday season will be an increase in requests for more information and other customer enquiries. Ensure that you have the resources in place so that you can quickly respond to your customers' requests.

Professionalism helps to build the level of trust. If you are slow to respond to your email, your potential customer will not wait around. They will move onto another business that is more attentive to their needs. Acting with professionalism and promptness will help the potential customer to decide to do business with you.

If necessary, obtain temporary help to enable you to be in a position to provide prompt customer service. Remember that a good image created now will serve you well. However, poor service will tarnish your business image for a long time and those potential customers may never return.

To conclude, the holiday season is a perfect opportunity for your business to win new customers and to keep old ones satisfied. It can provide a strong foundation for the future profitability of your business - or it could mean your failure! Take steps now to ensure that you are prepared to handle the increase in business in a professional and profitable manner.

Article by Kevin Sinclair, CPA, of Be Successful! Business & Personal Success Resources ( http://www.ksinclair.com/ ). He is the author of 2 free ebooks: "Success Secrets" & "How To Choose A Home Based Business". Kevin is also the publisher of "Be Successful News" - a free ezine dedicated to your online business success - to subscribe, visit http://www.ksinclair.com/pbs_news.htm

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