By Claudio Gormaz

Technology can cause a great deal of anxiety for many professionals. But for all the worrying you may do about it, the sole purpose of technology is to allow you to do more with less effort, and more quickly.

The considerations you need to make when weighing the pros and cons of investing in office technology should be: Where is my business as a result of the technology at my disposal? Have I made full use of my existing office technology to gain new clients? Will new technology help me in gaining new clients, or will it only add to the growing list of technological functions that I don’t currently use?

And here is another point to consider: With the speed at which technology moves, you can get frustrated and may feel somewhat cheated by the computer industry. You may feel that you're dumping your money into an upgrade of your system only to discover that within a few months of your purchase, your cutting-edge technology is on its way to becoming obsolete.

Technology is supposed to allow you to accomplish more in less time. But sometimes the learning curve can be exceptionally steep; so you spend more time learning the system than earning a living. If your current system, regardless of its age, allows you to keep regular and constant contact with existing clients and prospects and you manage and promote your business easily, you may have no need to spend the money to upgrade.

Technology is supposed to allow you to accomplish more in less time. But sometimes the learning curve can be exceptionally steep; so you spend more time learning the system than earning a living.

Your own website
Think of the Internet as a high-tech version of the Yellow Pages. There are customers now who search for your services online rather than pick up the phone book. Consequently, it's time to build your own website. There are many companies that can make creating a website simple for nontechies. NAIFA members, through Financial Visions, can get a customized website with NASD-reviewed content for less than $1 a day.

If you're going to create a website yourself, there are a few things to keep in mind. Ads on your website, a magazine and in the Yellow Pages are the only place where you and your competitors are side by side for your prospects to see and compare. You must make sure you attract prospects to your website and get them to call you first.

Here are a few tips to help you accomplish this task:

• Use headlines on your website, but stay away from "We’re the best!" or "We’ve been around since 1975!" Avoid cute ads and gimmicks. Instead, tell your prospects in one sentence what’s unique about your practice. That’s your headline.
  
• Offer specific benefits. How will your customer benefit from seeing you?
  
• Have an offer. If you create an incentive for your consumers, you will attract them.
  
• Use testimonials. What others say about you means more than what you say about yourself.

Define and direct your website presentation toward segments of people with common interests or professions. Then, appeal to their specific needs and desires throughout the website.

The only purpose of a consumer-directed website is to increase your market share. Your website must be a salesman in print. Unless your website convinces a prospect to pick up the phone or come to your office, it is useless.

Technology downsides
Technology entices us with the possibilities of business growth and ease of use, but it can also have an unexpected downside if you don't learn how to use it to your best advantage. Before you shop for a new system, speak with your colleagues about the ins and outs of their software. Ask them how they are using their systems. Does the software allow them to create varieties of promotional pieces? Is multitasking a problem? Is downloading a problem? How is the vendor’s customer service? Is it set up for expansion? If not, get network cards and a modem installed.

Also, look into free software previews. Companies like Download.com provide an assortment of free and promotional programs for you to try out.

Finally, if the technology you are using doesn’t allow you to easily contact clients and prospects, set up your appointment calendar or manage and promote your business, it may be time to consider buying another system. However, if your current system does what you need it to do, then keep it, at least for now.

Remember, technology should serve you, promote your services and bring customers to you.

Claudio Gormaz has more than 15 years of experience in marketing and advertising. He is co-founder of Superior Advertising Clinic and Business Booklets International in Murrieta, Calif. Contact him at 888-333-1520.

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