Faking Techno-Knowledge? Time's Up!
You can't fake it any more. As the owner of a transportation brokerage, you need to be at the computer, on the Internet, sending and receiving e-mail, browsing websites. Only then can you understand the power this new platform holds. It will soon support your entire business. It's that important for you to comprehend.
If you are still pulling up your e-mail once a week, or having an assistant print it out for you, you're not where the action is. If your messages come by fax, they scream, "Old Technology" to customers, colleagues and friends. (Although you are forgiven if the faxes at least come directly out of your computer.)
Once you start using these tools yourself, your mindset changes. You understand what all the excitement is about.
B2B (business to business) e-commerce is not a thing of the future. It is here. Your Internet strategies must start in 2000. It's not easy; it's not fast. It's just revolutionary; literally.
The industry is starting to separate into the haves and the have-nots. Decide now how to get your company on the right track. If you're there now, what's your strategy to keep ahead of the curve?
The industry is starting to see a big difference between transportation companies. You see those who are waiting to be driven by customer demand. They say technology is not needed because customers are not yet asking for it. Others are out front, offering the technology that customers will soon seek out, informing customers that when they are ready, their transportation intermediary is ready too. Which are you?
Your response is invited.
Annette E. Petrick, Editor and Publisher
