International Door & Operator Industry

NOV-DEC 2015

Garage door industry magazine for garage door dealers, garage door manufacturers, garage door distributors, garage door installers, loading docks, garage door operators and openers, gates, and tools for the door industry.

Issue link: https://idoi.epubxp.com/i/603426

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Page 27 of 128

People still like to do business with people. In the cyber-world where we now live, this concept seems to be fading with each year that passes. When we need to shop for home services, we've gone from "I'll call them" to "I'll Google them", replacing talking to someone about their service to reading about it on their website. We fll out an online order form versus placing our order by telephone with a friendly voice on the other end. We can often complete the entire transaction without talking to a human. While I will agree that the shift to Internet commerce overall is a win-win for the consumer and business, when it comes to service businesses like ours, people still want to do business with people. People they know, people they trust. Your website should be the gateway to making this personal connection. In the 1939 version of The Wizard of Oz, towards the end of the flm there's a scene where Dorothy and her pals return to Oz to cash in on the Wizard's promise to help them if they can somehow rid Oz of the wicked witch. As they are trying to communicate their triumph over the wicked witch to the great and mighty Oz, with his booming voice and fery delivery, Toto pulls back the shroud to reveal the real wizard. "Pay no attention to that man behind the curtain" booms the voice of the mighty Oz as they see an older gentleman turning knobs and speaking into a microphone to create the illusion of a supernatural being. Once uncloaked, the great and mighty Oz turned out to be just a grandfather-like man SALES&MARKETING Continued on page 26 by Dan Apple the real Oz is who Dorothy and her buddies needed all along, not the illusion. Okay, Dan, what does this have to do with the garage door business? Plenty. Your company's website is a direct refection of the people who make your business work. You, your offce staff, sales people and feld techs all make up the team it takes to deliver your service to the customer. It is important to not only show the world what you do, but who you are. As I look at website after website of garage door dealers (and others) I am amazed at how many tell me about their products and services but very little about the owner and the staff. If there is little or no information about the people aspect of their business, how will I know who I am dealing with? So if I ask that as an industry consultant, don't you think customers ask the same thing? You bet they do! Assuming that is the case, why keep the human side of your company's information from a potential customer? Could it be that the company wants to keep up a wall of protection, effectively hiding behind the curtain like the Wizard of Oz? Is it possible they are intentionally creating a cyber-phantom illusion that is full of company-speak and overused clich├ęs about their garage door service to hide behind? I will submit to you that there are a few companies that actually do this. It is often those that are revealed in news stories to be gouging customers for repair work. No, it is more likely that the dealer does not realize how important personalizing his "I am amazed "I am aspect of their business, how will I know who I am dealing with? " amazed how many garage door dealer websites tell me about their products and services but very little about the owner and staff. If there is little or no infor- mation about the people aspect of their business, how how many garage door dealer websites tell me about their products and services but very little about the owner and staff. If there is little or no infor- aspect of their business, how will I know who I am dealing with? " dealer websites tell me about their products and services but very little about the owner and staff. If there is little or no infor- aspect of their business, how V O L U M E 4 8 I S S U E 6 D E C E M B E R 2 0 1 5 25

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