If you own or manage a brick and mortar business, you might be bumping into a very real threat to your company’s existence, the Internet Squeeze. And just what is the internet squeeze you might wonder …
The internet squeeze is the pressure that brick and mortar businesses are feeling on their bottom lines, cause by a combination of the increased marketing costs due to the need to “advertise” on the internet while also maintaining all of the traditional costs associated with a typical marketing plan. These additional costs are rarely being offset by gains in revenue.
Sales people for the traditional brick and mortar company are now finding tried and true lead generating techniques becoming less effective. These days, fewer people are willing to answer the telephone when a cold call is being received, and more people are turning to the internet to begin their search for a brick and mortar service provider. Unfortunately for most traditional companies, there is a gross disconnect between their internet efforts and their sales people.
This is causing the sales force to be less effective, yet they still need to earn a living, thus companies are having to pay their salespeople more money to keep up with the rising cost of living. So the result is increased cost of sales, increased marketing costs, and invariably no increase in revenues. Companies are now paying more to receive less.
The Internet Squeeze is a daily blog being written as I write my book on helping brick and mortar businesses transition to a model that uses the internet to replace many traditional business processes. By becoming an early adopter on the internet, brick and mortar businesses can reverse the effects of the internet squeeze and actually grow their profits. By using the internet to increase the effectiveness of their sales force, traditional companies can rapidly grow their sales while controlling costs.
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