I have latest versions of Internet Explorer and Netscape running. That is, latest what work. (I couldn't get IE 5.5 to stop locking up my new system. And I don't know of anyone who has Netscape 6.1 running yet; I couldn't make it work.)

To exclude any visitor because of way a site is put together or technology used, makes no sense to me at all. A small business can not afford this risk.

Let's Keep It Super Simple

Your site must seek to embrace all visitors, regardless of their software or hardware. So what is needed to make such systems work is a very simple recognition procedure. It might go like this.

When a visitor arrives, put up a page in straight HTML, without any bells and whistles that would break even older browsers. (My wife still uses Win 3.1 on a 486, and won't even talk of upgrading.)

Once page is loaded, try running a brief JavaScript to check for a cookie. If script fails, fall back and display only HTML pages. If script runs, but does not find a cookie, ask visitor if they would like a personalized visit about site. If no, forget it. If yes, get information, save it, and use it. And finally, given a read of a cookie, personalize as possible.

Will Bontrager , a top flight programmer, sees no problem in accomplishing above. Further, he has a plan for holding costs down. Use a standard database with all possible fields, all of which will not be needed by a given site. By holding to a standard format, great expense of a customized database installation is avoided. While Will did not put a price on it, a few hundred dollars might be ample.

With database in place, JavaScript can handle a vast array of personalization functions. If you don't want to get into writing this kind of code, libraries and code generators will provide you with workable code that can be cut and pasted into your pages. And, of course, there are people like Will, who will produce precisely what you need.

It's Past Time To Be Thinking

I ignored early announcements of CRM because there did not seem to be much of value to a small business. Which is area in which I and my clients work.

I see now, though, that there are some things that can be done in a simple, straightforward way. So long as we do not reject any visitor for lack of latest tools, we can make visit to our site more personal and more enjoyable for many.

Position Yourself to be a Market Leader: Are you content to follow herd? Step outside of your comfort zone and dare to lead than to follow. Set yourself apart from competition by developing your own USP-unique selling position sometimes also referred to as ESA (Essential Selling Advantage) What is your USP? It doesn't really matter 'what' your USP is as much as it matters that you have one. Prospective customers MUST have a good reason to do business with you rather than your competition.It could be your superior customer service, your lifetime refund policy,best prices or outstanding quality of your products.You have absolutely no reason to worry about economic slowdown or competition once your customers 'experience' your USP. Infact,you can use your USP to ruthlessly eliminate your competitors.

Adopt Cutting edge Technologies

One of best ways to stay ahead of your competitors is by keeping up with current technology. So if you aren't familiar with customer relation management software or even e-mail marketing, now is time to do so.You can put your business online, advertise with well-placed banner ads, send out information to potential clients via e-mail, outsource some of your administrative duties, manage your payroll, or establish an affiliate program all on Internet. Current technology can help your company run more efficiently and more cost effectively, plus it can open access to clients in next city, in another state, or even enable you to compete in global marketplace. You'll have potential to contact millions of people who would otherwise have never heard of you or your product and in a slow economy you need all exposure you can get.

Stay Focused

Nothing will damage your business more than business myopia or short sightedness.. In order to stay successful, you must always keep an eye on your long term goals and objectives. You will hit rough spots but do not get bogged down in present. Do not make this mistake. Instead keep your eyes on your target.Stay focused.Every decision, every cutback, every improvement you make now must be beneficial not only in present but more importantly in future. Think about this before you slash prices, fire employees, cut overhead, or lower your standards.

Seek New Ways to Improve

If you are like most people, you are content with status quo until something disturbs it. You should be constantly re-evaluating not just your marketing plan, but all of your business strategies including policies, pricing, and employee performance. The idea is to eventually be as efficient and effective as possible so your company runs smoothly and profitably. Look closely at your competitors. Talk to business leaders you respect. Read business management books. Experiment. Solicit feedback from your workers and customers. By doing several of these things you will accumulate a wealth of knowledge and experience crucial to survival of your business.

As you read this tens of thousands of businesses across country are headed for extinction. Use these recession-proof strategies immediately and you are guaranteed to see assets where others see liabilities, opportunity where others see failure, and extra profits where others see financial losses.