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Personality still counts in business

Oct 22 2007

‘Keep it personal’ – that was the message from the small business owners taking part in a recent panel debate hosted by SmallBusiness.co.uk and UK Online on the benefits and pitfalls of creating an online presence.

The aim of the event was to provide a forum for small businesses, sole traders and business influencer organisations to discuss the challenges of running a business, both on and offline.

All agreed on the need to be online but that it was as important to project a business 'personality' or brand to your customers. ‘I had to have a website,’ explained Mandy Browne, partner at designer jewellery business Ladies Who Lunch. ‘I found that having the jewellery on display online encourages customers to buy more when they actually visit the showroom. Having a website shows that you're more professional but your personality has to come through too.’

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 there is a greater need for assistance,' admitted Richard Swann, head of IT at the Institute of Directors. ‘This is already offered by various small business bodies but it is something that needs to be investigated further.’

The panel was made up of the following small business owners and industry professionals:

Adam Wayland - editor, SmallBusiness.co.uk (Co-host and Chair)
Chris Stening - MD, UK Online (Co-host)
Debbie Robertson – marketing director, UK Online
Richard Swann – Institute of Directors
Manoj Solanki – Seekbroadband.com
Mark Clarke – Clarke's Caterers
Paul Joslin – Paul Joslin Associates
Mandy Browne – Ladies Who Lunch
Steven Malpass - Blitzworld
Daniel Bausor – Famous 4 Communications

To have your technology question answered by an expert, visit our Q&A forum.

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