If your customer base already feels comfortable buying products or services via the Web, then you may need to be there, too. Buying from you will be a logical extension of their current behavior pattern. And if you don't have a Web presence, your online competitors will have less trouble taking Web-savvy customers away from you.

Forget about the corner store. The Web is worldwide. Once you put your company online, you should be prepared to do business on a much broader scale. It's important to understand the supply and distribution implications of your new global marketplace.

Make sure your business plan addresses not only how you'll sell online - but why. Set clear objectives and create a budget accordingly. The Web works best as part of a fully integrated, multi-channel sales plan - i.e., don't give up your catalog just because you have a Web site.

The fact is, some products just sell better than others online. To date, items that have generated the best online revenues include: books, CDs, videos, computers, software, or hard to find specialty products like rare coins, unusual craft supplies, or collectibles.¹

You need to come up with new and unique ways to make your business stand out in a sea of millions of Web sites. Consumers are most likely to return to sites that offer real value.

You wouldn't leave the same display in a store window week after week. Or send out a new catalog with the same old cover. The same rules apply to the Web. Are you willing to make the effort to keep your content fresh? Do you have the time and budget to support that commitment?

The Web is a great place to build customer relationships with online product information, real-time customer service, and more. But ask yourself, are you prepared for all those new customers who may show up at your virtual store? And do you have the infrastructure to fill Web sales? If in doubt, apply the golden rules of business to the Web–never disappoint a good customer.