Den Dicke's Profile

Here are some of the other things they're doing right. The left-hand nav is
all about what the customer would want to do. It is an action-oriented list,
starting with "My Purchases," and "Order Status." CDW is doing everything it can
to make it easy for you to buy. Again, isn't that what you want customers to
do?

If you click on "Account Team," you see a page (mostly) filled with smiling
faces, including your "primary contact," the person who helped you with your
order. Note how the page is personalized. The impression you get is there are a
lot of people who can help you

create a laundry list of all the ways you can make it easy for someone to
contact you, and all the ways your customer might purchase your products. What
are the actions associated with their buying process? Are you making it easy for
them to compare products, mull over their choices (I did a lot of research
before I bought my new laptop computer), and send info and images to others
involved in the buying decision? Have you then given them access to individuals
who are able to answer their questions?

Before you create the website resources that will make it easy for them to
buy, make sure you understand every aspect of their buying process. Get on the
phone with customers and ask them to describe it to you. Ask them what you could
do on your website to make it easier for them. Ask them to refer you to any
websites that made it easy for them to make a purchase and get help.

Turn their wish list into a prioritized project list, and chip away at it.
Your website will start being a much more productive salesperson for your
company