23.10.07

Personality Still Counts in Business, Says Expert Panel

Panel debate hosted by UK Online and SmallBusiness.co.uk with experts including the Institute of Directors.

"Whatever you do, keep it personal", was the message from the small business owners taking part in a recent panel debate, hosted by UK Online and small business resource, smallBusiness.co.uk. Getting quick answers to IT questions, whether to market online and the value in mobile working were all burning issues that divided opinion, but all agreed on the need to be online, and to project a business 'personality' in the internet age.

"I had to have a website really," explained Mandy Browne who is a partner in 'Ladies Who Lunch', a designer jewellery business. "It's proof that you're professional these days, but your personality has to come through and pictures are very important for that. I also found that having the Jewellery on display online encourages customers to buy more when they actually visit the showroom."

Paul Joslin, a long established Mortgage Broker who set up his own practice, 'Paul Joslin Associates', following a ten year absence agreed, "I haven't seen any major increase in business due to being online but it gives me credibility and allows people to contact me easily. Nowadays I rarely do business face-to-face," he admitted, "most of the business I do now is done electronically or over the phone which frees up my time to potentially do a lot more."

Small businesses, sole traders and representatives from the Institute of Directors and broadband comparison website, Seekbroadband.com comprised the panel, which discussed the challenges of running a business, both on and offline. They also shared tips and advice on the best way to approach and overcome these challenges.

The panel also agreed on the need for better resources to answer common IT questions for small businesses and start ups, with most confessing that they currently rely on word of mouth to solve their technology problems.

"It certainly seems that this is something there is a greater need for, " admitted Richard Swann, head of IT at the Institute of Directors. "This is already offered by various vendors and small business bodies but there is the question of how deep the level of assistance should go, and this is something that needs to be investigated further."

Opinion was divided, however, on the question of whether online marketing was a good way of driving business. Mark Clarke of Walthamstow based 'Clarke's Caterers' had used email marketing with some success, and said he would definitely use it again. Similarly, Steven Malpass, who runs 'Blitzworld' a specialist supplier of off and on road Buggies and 4x4 vehicles has always seen the benefits of trying new marketing techniques. But not all were convinced.

"Ten years ago it was all about putting ads in the Evening Standard or What Mortgage," said Paul Joslin. "But that's all changed now and I've considered doing an online marketing campaign but I don't really know where to start"

Chris Stening, managing director of UK Online, felt that engaging with customers via the internet is key; "Does anyone pick up a telephone directory any more? People are far more likely to "Google" suppliers rather than pick up the Yellow Pages or the local paper," he said.

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