By Dr. Renae Sanders
If there is a group of people in the universe who believe in low cost value it is the small business owner (SBO). It’s no secret large institutions spend millions in time and money trying to offer necessary services to SBOs at low costs hoping that attracting more SBOs will reap financial gain. SBOs will, in an effort to keep costs down, make “free” work for as long as possible.
Many even forgo branding their own companies through email by maintaining their free email services despite pressure from coaches, mentors, and blog posts suggesting its past time to upgrade to a domain-based email setup. I have heard numerous “reasons” like:
- “I have had my email account with {named company} for years”.
- “Everyone knows my email account; it’s too much effort to change”.
- “I have a domain-based email account, I just don’t use it”.
- “I don’t have time to focus on that stuff, I am working my business.”
- “Business is built on relationship; no one cares about my email address.”
There are several important reasons a SBO should consider a change to domain based email and all are important to business reasons:
Domain-based email builds credibility
Two businesses equal in every way except by their email addresses, jack@bigdaddystrucking.com is perceived as more credible than bigdaddystrucking@xmail.com, especially in the absence of a relationship. Business people still collect massive numbers of business cards that they rely on if they need a future service.
Domain-based email introduces the business
Our interaction with the most successful businesses have taught us to look after the “@” symbol to find the name of the company. We often look here before we register the individual’s name. If your company’s name is listed as xmail then a perception is created about the business. When companies follow proper business protocol we things occur even before you meet the prospect (1) you have sent a positive message about your brand, and (2) you have given them a name – we know Jack works at Big Daddy’s Trucking.
Domain-based email protects the business
When SBOs hire employees and provide them with a company based email account, which is owned and controlled by the company, greater control of business information and continuity is maintained. Consider this true story: A SBO and two business partners open a restaurant. Each person is using their comfortable, well engrained personal email accounts to facilitate business. One is responsible for booking events (wedding parties, company parties, happy hour specials, etc.). One day this person suddenly leaves the business and will not return your calls. Once or twice a week, a party would arrive on site for their event and the remaining managers and staff had no idea. Why? There was no access to the departed managers email account.
If a company provides an email account tied to its registered domain, all of the employees email is yours. You can change the password and lock them out when they quit or released. These controls are lost if you maintain your “free” email option.
Domain-based email accounts are easy to remember
It’s easier for people who now know Jack, to remember jack@bigdaddystrucking.com than it is to remember Big Daddy’s email extension is one of many email providers that I have to look up or save. It must be the desire of every business owner to make doing business easy for prospects and clients.
The final bullet in the list of reasons businesses maintain the status quo, that business is conducted on relationship is quite true. But first impressions are lasting impressions and a company’s name appears in many places and prospects may “see” you before you see them. Your company name may appear on lists of references provided by other companies, on vendor lists, on business cards, in directories, mass email distributions, just to name a few. While your service and price may be the best, you may not be the first business contacted by individuals seeking the product or service you offer.
Trust, branding, management control, and easy-to-remember are important business values. Low cost value takes on new meaning when we critically consider the indirect contributions of a domain-based email account. At the end of the day, free may be costing more than you know.
Dr. Renae Sanders is the Managing Director at KRS Consulting, LLC, a business services and consulting firm specializing in business development and training. Believing people are the link between strategy and success, Dr. Sanders works with organizations, leaders, and managers to strengthen internal practices and business relationships. Email info@krsconsult.com to book an engagement or meeting with Dr. Sanders.
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