Date: Mon, 18 Sep 2000 10:50:18 +1100
Subject: Re: Web sites for balloon decorators
From: THE DIXONS <balloons@magna.com.au>
To: Balloon Headquarters <balloondeco@balloonhq.com>

G'Day from Downunder,
Hyperlinks from your web site to another web site ????
What Larry wrote made a lot of good sense. I also understand the concern of
some decorators not wanting to risk sending a customer to a competitor. So
maybe this issue is one of those that be either good OR bad for your
business DEPENDING on the hyperlink you include and weighing up the pros &
cons.

Question: Does the proposed link web site feature what you want to reinforce
about your decorating business?

Example: If my balloon decorating company used one specific brand of latex
balloons EXCLUSIVELY and I promote that point of difference (POD) to my
customers as a quality and visual advantage to them .... and the
manufacturer gave me permission .... I would seriously consider hyperlinking
to the manufacturer's web site to reinforce that "quality" POD to my
customers.

Yes, you run the slight chance that a customer will then hop across to
another decorator linked from the manufacturer's site. But think about the
sales proccess. The customer has used the link to CONFIRM your credentials
or claim of quality product. They were probably already given your name from
a friend or were impressed by your yellow pages ad. It could very well be
that you are already just one of three they are considering and the
hyperlink may be the thing that swings things your way? So, the hyperlink in
this case is used as a "tool" to covert the sale.

If the hyperlink is to the BHQ, it should be to reinforce your image of
"international standards, ethics, networking, recognition, capability and so
on. Linking to the IBAC site might provide a similar image? Remember; you
should get permission from the web site owner.

Playing the cards another way ...... you have a FABULOUS web site and you
know your nearest competitor has a very "ordinary" site with poor quality
images of balloon work, you might ask your competitor to agree to exchange
links? Your customers will think that you are not only a better decorator,
but have no fear of competition. If they have an impressive site, steer
clear of leading your customers to it!

That leads me to the final point; FEAR of competition? Far too many of the
balloon decorators I have met, tutored and/or worked with around the world
have a FEAR of competition. One of the unique qualities I have noted about
the likes of Wynn & Lindy Bell, Larry Moss, Christopher Horne, Alice Lai,
Marvin Hardy, Bruce Walden and the like, is that they rarely even consider
it to be a topic of conversation among their peers. They all RESPECT their
competitors, yet have so much confidence in their own ability that they have
no time to fear their competitors in business. They are busy MAKING more
money for tomorrow, whilst others are too busy worrying about guarding what
they earned yesterday. Think about it!

Don & Dolly Dixon  CBAs
Sydney - AUSTRALIA
Don's Web Site  www.bizballoons.com.au
Dolly's Web Site  www.celebrating.com.au
Members of the www.eballoons.com.au world wide online delivery network
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