In selling products on Web, all possible must be done to emulate offline buying experience. Anticipate and answer completely all questions that may arise in a visitor's mind. There must be sufficient information for even a novice to make a good buy decision. While you likely won't show this to all visitors, it's got to be there. Possibly as an option on more-info page.

Until this happens on your site, you will not sell much to people unaquainted with your products. And you will not attract many offline consumers. Further, until this becomes norm for online businesses, don't expect any mass movement of offline consumers to Web.

But Hey, That's A Lot Of Work

You bet it is. And time-consuming as well. But I won't be buying a Palm until I find a site that cheerfully provides answers I need. And what may matter more, responds promptly to an email.

Further, I want to feel confident I'm buying from a pro who can and will support product. Give me that stuff about hardware support is referred to manufacturer, and I'm gone.

But given a site with a solid business person behind it, then my question becomes simple. Which model should I buy? Likely I'll get good advice in this as well.

And price won't matter much. If I pay an extra $20 over some discount site, so what? Call it insurance, if you like. I know where to turn if I hit a snag. A bit extra means little in comparison. And same is true for lots and lots of people.

Forget Price Shoppers

Some businesses are concerned about shopping bots, certain they'll get beat out on price on most any product in common demand. While there are those who shop price, I suggest you don't need this kind of business. You'll likely lose a sale on another item to a site with a price even lower than yours.

Build a site that satifies all needs of a person brand new to a product, or one even new to Web. A site that also satisfies needs of experts. If you demonstrate your expertise and credibility, your visitors will buy without much concern for price. And what matters more, do this right, and they'll be back.

If you have a mechanic who takes great care of your car, one whom you've come to trust, chances are you drop your car off, explain problem, ask him to fix it, and leave without more than a mild interest in cost. Since he's never treated you unfairly in past, it's unlikely he'll do so now.

Build this kind of reputation on your website, and you can safely ignore price shoppers. But above all, provide information to satisfy needs of novices and experts, and all those in between. Since most don't do so, this may give you precisely competitive edge you need to beat your competition.

If someone requests information from you, do you respond in a timely manner? Letting days pass, without even acknowledging their request, is a major "turn off".

Why not send an automatic reply that let's them know their request was received, and you will get back to them shortly. If it will take a day or so to get back, let them know. Don't forget that humans have egos, and egos need to be stroked.

An auto-responder is really a great thing, and should be in everyone's marketing bag of tricks. They serve a vital role in your advertising efforts by providing someone with information in which they have an interest.

But some people have confused things here a bit. They don't understand meaning of "NO". If I have made up my mind I am not interested in your offer, I really don't want you to give me same, or similar information again, and again, and again. These are just as aggravating as web sites that won't let you escape, and they keep opening up additional windows that you have to close.

Some people have set up their auto-responders to send 5-7 follow- up notes. I refer to these as "nag notices". They must feel that if they "nag" you enough, you will give in and buy their product or service. I don't know about you, but with each one I get, my resistance stiffens. I may have been a prospect before, but timing just wasn't right. These tactics have caused loss of a prospect.

When you get an order, do you remember to say "Thank You" to your customer? Those two little words can be key to getting repeat business from them.

E-commerce is here to stay, but mortality rate of "wannabes" will be high. Those that remember "Personal Touch" will be among survivors.