Friday, May 16, 2008

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E-Commerce: Getting Started on the Right Foot

By Linda Caswell
Manager of Client Relations

Just because you have a web presence, doesn’t mean you’re ready to sell over the Internet. There are a number of behind-the-scenes issues that need to be taken before you can handle online transactions. The good news is, it’s easy and you don’t have to be a programmer to make it all happen.

1. Organize Your Channels. Don’t plunge into online selling until you’ve squared things away with your other channel partners. If you have exclusive territories/accounts for your sales folks, you have to decide whether you’re going to pay commissions on Internet sales. If not, then consider only selling older parts or excess inventory online so you don’t ruin relationships with your reps. Or do as the computer industry does and create unique products or special configurations for each channel so there’s less in-fighting.
   
   
2. Open a Bank Account. To get started, you either need to open a bank account, if it’s a new business, or you need to talk to your bank about accepting online transactions in conjunction with your current account. You need the bank to accept funds from the credit card companies and deposit to your account. All major banks and most others can easily handle online transactions. Call a month or two ahead so their red tape won’t slow you down.
   
   
3. Set Up a Payment Gateway & Merchant Account. This is how you process your customers’ transactions and deposit funds into your bank account. Verisign and Authorize.net are two of the more well known Internet payment gateways.
   
   
4. Add E-Commerce Software to Your Server. Most ISP’s have one or more options for e-commerce software. We use MIVA Merchant a lot. It has several levels and provides flexibility for configuring products, options, and add-ons at different pricing levels. Don’t skimp on this piece as you need software that will grow with your needs. You’ll pay a lot more if you have to transition mid-stream from one e-commerce package to another.
   
   
5. Create Your E-Commerce Web Site. Now it’s time to expand your existing corporate web site and add an “order now” section. Make sure it’s easy for customers to find your online store and to use it, this includes finding, sorting, and pricing. If you make it difficult or confusing, prospects will walk away. The beauty of the Internet is that it’s easier to find you and your products. The challenge is that it’s just as easy to find y our competitors, too!
   
   
6. Secure Your Web Site. Make sure you have an SSL certificate from Verisign or Network Solutions. This is a secure protocol that uses encryption to securely handle transactions. Customers know they’re safe when they see the “https://” in your store pages.
   
   
7. Tell the World. You’re done. Now go tell the world they can order online through your new storefront. Get your marketing program geared up to tell current and past customers who might appreciate the convenience, as well as prospects who might prefer this to the more limited range of options your competitors provide.

To add transaction processing to your web site, find out more about Telesian’s e-commerce services.