When it comes to making information available to your customers, there should be no limit. Your marketing activities should of course focus on the advantages of your products or services. But your customers are also looking for drawings, certificates, specifications, updates, spare parts and a lot more.
Your website is the ideal on-line warehouse where all this information can be made available in a structured and easy to access way.
The C word
In discussions about making information available to customers, people often start talking about competitors instead of customers.
Although they have no problem with making the information available to their customers, they don’t want their competitors to have the same information. We should not make life for competitors to easy by handing them the information on a silver plate, they say. Competitors might misuse the information to steel your customers and revenues.
Who matters more
If competitors want to get information about your products or services, they will get it. One way or another. It may take them some more energy and time if the information is not on your website. But don’t fool yourself. They will get the information anyhow.
On the other hand your customers will very much appreciate if the information they are looking for is readily available on your website. It makes life a lot easier for them and they will like you for that.
Now who is more important to you. A competitor that is disappointed because he cannot find the information his looking for on your website. Or a customer that thinks of you as a professional supplier that is good to do business with.
So please never use the C word, unless you are referring to Customers.
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