1 The Internet has changed the economy forever.
'The Web will be the conduit by which we will do everything,' said Joel Kocher, CEO of Micron Electronics Inc.
2 Customers have armed themselves with vast amounts of information. Power has shifted to the buyer.
'Somewhere along the line, the last `idiot' customer is going to walk in the door,' said
Donald Warriner, CEO of Data National Corp.
3 Give consumers all the information they're asking for, including vehicle prices.
'You have to put cost on your Web site,' said Ernie Boch Jr., general manager of Boch Enterprises. 'And you should also have live inventory on your site.'
4 Put your Web address (also known as a URL) everywhere, even on license plate brackets.
'You've got to have the URL on everything, on every piece of paper,' said Mark Roman, program coordinator for Internet and new media at Ford Motor Co.
5 Dealers can use the Web to build stronger links to customers and increase 'downstream' revenue.
'Once you have the relationship with the customer, the belief is that you'll be able to sell them pretty much anything,' Kocher said.
6 Understand and be responsive to Web shoppers.
'The salesperson who does well with the Internet customer goes with the flow,' said Chris Denove, director of consulting operations at J.D. Power and Associates. 'He doesn't fight the process.'
7 Put your smartest, best people in charge of shaping a Web strategy. Consider hiring a chief Web officer.
'The Web is the strategy,' Kocher said. 'Denial can only lead to trouble.'
8 Allow customers to communicate with you through your Web site. Don't settle for Web sites that are nothing more than high-tech brochures.
'Customers are not accepting brochure-ware anymore,' said Greg Mushro, eBusiness director for TheNetLab! 'They have to be fully interactive and polished.'
9 For Web shoppers, there is such a thing as a free lunch.
'You're going to have to figure out how to give them something,' said James McQuivey, senior analyst at Forrester Research Inc.
10 Don't worry about making mistakes. Do something.
'We don't know what's around the corner, but we do know that we have to get there fast,' said Greg Robey, managing director for global integrated solutions for Federal Express Corp.