Be in no doubt that no matter the size of your business, be it a multi-national cooperation or a sole trader, the Internet does affect your trading. You may be in a position where you do not realise the impact, you may trading at the same level you were at several years ago, if so you will most probably have missed out on growth potential and fallen behind your competitors. It is not uncommon for people to misconceive the Internet as an effect of globalization. In fact there is a strong debatable point that the reverse is most probable. A secondary misconception is that it is only global and national sized companies that truly benefit from the World Wide Web. Nothing can be further from the truth. Our whole methodology in shopping around has changed. When we are looking for insurance to a tradesman, more and more we are turning to our Internet connection for the answers. Why? The answer is simple it is a matter of convenience; where else can we access the answers to our questions so readily?

Let's take an example of two local builders, one using a web site to advertise their services while the other advertises in the local paper. Both of these methods can be effective within the local community, as long as the local paper has been purchased and not thrown out, and found when that roof starts leaking. The builder using a web site for his advertising is assured that he is accessible 24/7. Taking another example with the same two builders; our driveway is in dire need of resurfacing, what are the options and costs of these options. At the moment cash is tight but we would like to get an idea of price. We could phone both builders for a quote, but this would of course entail catching the builder when they were phone available, not always an easy task. Or we could turn once again to our reliable Internet connection and retrieve an acceptable answer either through an automated quotation system of via the convenience of email. Its applying the old salesman adage ?get your foot in the door?. My advice to all is to consider carefully before dismissing the power of the Internet as affecting your business.