This morning a client and I were doing videos for his upcoming weekly Newsletters for the C-suite.

We were providing advice to overcome problems that center on the combination of arrogance and ignorance that occurs in new senior managers when they don’t know what they don’t know.

 “You’re right,” he replied, “what they don’t know they don’t know could cripple them and their companies.”

But it isn’t just the youngsters that have to watch out for that combination. It can happen regardless of your age, your gender, or any other demographic difference.

For instance, Price Waterhouse once reported results of a survey of CEOs of the 2000 largest companies. These executives were asked if they thought electronic commerce would “significantly change business.” Nearly 60% of them said yes.

Problem is, when asked if e-commerce would “reshape how they do business,” only 20% said, “Yes.” 

They believed that the net would impact business but not their business.

Ignorance and arrogance is the deadly combination. How can you avoid that trap? Here are some controls you need to incorporate into your business planning:

1. Match your use of the web to your best customers and prospects. They will thank you for your concern and interest. You will have to exceed their knowledge just to stay even but it will be worth it as you maintain the relationship that brought you their business in the first place.
2. Give your customers the choice between people and technology rather than making that choice yourself. The best example here comes from the financial industries where the specialized advice and information to buy and sell securities that was once the province only of brokers is now available to day traders. Yet, some of the organizations which initially offered their services via the net now find themselves opening brick and mortar offices.
3. Your audience on the web, not you, will determine what they use… laptop, pad or tablet, smart phone and apps. It is critical to your success that your web site work with the lowest common denominator of software and hardware which your client and prospect base have available. If your customers use Mobile and texting, then make sure your web presence can be accessed that way. If, on the other hand, your customer base is confined to a group of web designers apt to have every plug-in known to man as well as the time and inclination to download your specialized software then offer it to them.
4. Treat each customer individually. Every interaction on the web is one-to-one. That means that you can and should take the time to learn from them each time they contact you. Only in that way can your relationship grow into the trust that will build a loyal customer base. But be careful. Acquiring information you don’t use is just as bad as not asking at all.

Another thing to keep in mind is that people want to know why you’re asking and how you intend to use the information including whether or not you intend to sell it. Take the time to tell them.

Nothing is as important as getting to trust. To become the constant resource for your customers you need to offer useful content. But the context of the site and the service behind that site are the true value to the customer. In the final analysis, whether you do business on the net or in person this remains the same. Make sure your service rewards loyal behavior and that you maintain their trust by honoring it.

Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com 

His consulting practice, founded in 1990, is known for Trust-based Brand development, Positioning and business development for independent professionals on and off-line.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
DIY Training: www.ingomu.com