As an independent business owner and operator, it’s important to use educational means to stay proficient in new technologies as well as keep the quality of work more personalized. The philosophy adopted by my small business is based on quality and not quantity. This approach has been successful in the past and if there comes a point where business forces company expansion there is the opportunity to change and hire individuals with the same attributes to serve my customers.
Technological Market
Companies have to adapt, adjust and embrace new technologies. From order entry to presentations, confirmations to specifications, sales tracking to sales training-automation and computerization are keys to success. This is important to gaining more information, such as contacts and leads. Successful companies constantly are working to make operations more efficient. On-line marketing and communication also are vital. Being online might not produce the kinds of leads and sales results that alternative strategies might, but it can be an opportunity for gaining information, such as specifications and market conditions.
Especially with the cost involved with marketing and getting the product or service to the consumer is being reduced significantly by technology. This is opening the market to more competition and reduced prices because distribution channels are shrinking and allowing products to reach the consumer faster and at lower price than traditional methods. The new mentality provides companies a better chance to survive if the plan is researched well and is executed with wit. Small Business Trends (2009) stated that, “Business owners are looking at how to change the customer experience with technology. That is what is going to change the way their businesses look tomorrow." Recently to gain a competitive advantage, my organization purchased new software that allows digital printouts of what the finished product will actually look like. The recent technological investment allows a higher income segment of the homeowners to be targeted as potential customers.
Recent online endeavors have also allowed Image Painting to compete with the likes of Gateway and Compaq to a certain extent. Image Painting, my company, can build a state of the art web page and offer my service for half the cost of these two companies because my overhead is minimal and the company can come to the consumer and offer my service when the consumer wants them not when they are offered. It also allows me to see data on who is interested in painting bids and with the proper channels I can create mailing list and phone sales directed at the novice. Also, I use online referral services like Service Magic and Respond to generate leads, another technological competitive advantage.
Customers
It is vital that companies focus their efforts in their customers and no longer take the position; we want to market and sell what services we offer. Instead, organizations should adopt a more realistic and modern position such as; we want and need to market and sell what the customer requires. This approach is market-driven, focused and positioned. This method is required in the future because of the infinite number of resources and business to be reached very easily by consumers will result in loss of customers as well as future customers. Because of technology customers as well as businesses can reach many customers very quickly causing severe penalties to business that offer poor services. As I stated before I have been successful by serving the customer and keeping their needs as the means of my services. It is not hard for me to accomplish these tasks because Image Painting is a small company and can achieve a personal approach where as large organization like Home Depot cannot.
Conclusion
Business building is complex, but it can be approached in a logical, well-organized fashion. Marketing principles, such as focusing on customers, are constants in business development. Technology is host to growing competition but also great opportunities if pursued in the right planning and strategies. A company must market their products or services as if their livelihood depends on it-because it does. Small Business Trends (2009) confirmed that, “small businesses are using technology strategically to get sales and to market their businesses”, a current and escalating future marketing trend. Technology is a future marketing trend that when used strategically to attain and retain customers, can provide a genuine profitable competitive edge in any small business.
References
Blumenthal, Ira. "Trends for the Millennium". Ira Blumenthal 1999-2000.
Availble at ()
Ogden, Mike. "Millennium marks shift in trends for marketing". Smart Marketing.
Dec. 1999. Available: at (http://www.pipelinemarketing.com).
Small Business Trends: Cisco Sees Small Biz Buyers Dipping Toes In Water Again, Using Technology Strategically. (2009). Newstex Entrepreneurship Blogs, Retrieved September 27, 2009, from Entrepreneurship, University of Phoenix, ProQuest Database. (Document ID: 1862646061).