I wanted to sign up to be a dealer for a new product today so I decided to call the company directly. A nice receptionist answered the phone and advised me that the fastest way would be to fill out the online new dealer inquiry form. I filled out the form, clicked submit and it returned a very ugly error page. I tried a different browser but the error was the same.

So, I called the company back -but this time a different receptionist answered and advised me to print the form (which had quite a few drop-down menus), fill it out, and then fax it over. I mentioned that the form wasn't set up for that - but she said in an arrogant tone, "Well that's how other people do it when they get that error page."

Just for kicks and giggles, I decided to click the developer's link at the bottom of the website. After a quick visit, the first half of the mystery (the shoddy web work) was solved. The second half of the mystery (which will remain unsolved) has two parts:

1. Why is this obviously busy and well-funded company's website a piece of junk?
2. Why is this obviously busy and well-funded company putting up with a rude receptionist?

There's no excuse for broken forms on a basic website because the technology is too simple get right the first time and/or fix. Second, hire a firm to randomly call your company so they can rate the receptionists and customer service staff. Make sure that your staff is informed that this is company standard operating procedure and you'll find that their performance is more professional.

Two popular blogs today posted articles on "luck." One is Seth Godin's Blog titled, "Join The Luck Parade," and the other is, "Creating My Own Luck," by Josh Gault. I respect both of these blogs and suggest you subscribe to them also.

On our home page, in our Web 2.0 mini blog, we advise not to wait for business to come to you, but to go out and bring it in. This is the most fundamental of all advice and applicable to just about anything you want to accomplish in life. You have to take action for something to happen; you have to toss your hat into the ring if you want to be considered. In other words, you can't sit around and wait to get lucky. We've posted this before, but it's worth saying again: "the days of build it and they will come websites are long gone (if they ever really existed at all).

"You Have To Play To Win"

You should recognize the above title. If you don't, it's the popular campaign cut-line for many state lotteries - and it's absolutely 100% correct. You can dream all you want about winning the lottery, but if you don't play - you won't win (even if the odds of winning are slim). It's like that with marketing too (only with better odds). Consider these three related points:

1. If you don't participate on social networking sites, that market will not find you.
2. If you don't reward those that refer you business, they won't continue continue to recommend you.
3. If you don't market your product in as many channels as possible until one gets attention, you might miss the most important one.

Bring Yourself To The Opportunities

If you're in a business that is not, as Josh Godin says, "Marching in the Luck Parade," then start making a plan to get out of what you're doing -and into one that is following the parade of luck. Finally, remember the saying, "Luck happens when preparation meets opportunity." Just make sure that you bring yourself to the opportunities; don't wait for them to come to you.

Over the years, a number of our eCommerce clients have been vehement about not accepting American Express. This is one of the more costly mistakes a merchant can make in business, because it's difficult (if not impossible) to measure the lost revenues from loyal Amex customers.

When we develop an eCommerce system, it is user based, meaning that our priority is to built it from the perspective of our client's customers first, because they are ultimately the bottom line between eCommerce success and failure. The two arguments that client's have presented for not accepting Amex are:

1. The higher percentage that Amex charges merchants
2. Amex's no-questions asked consumer-sided chargeback policy

Yes, American Express charges a higher percentage to merchants. However, consider this: a potential customer visits your website and is motivated and prepared to make a purchase. Then they notice that you don't accept Amex -and so they leave without making a comment, asking questions or making a suggestion. They just leave, gone forever, period. Why? Because American Express is the only card they trust and use.

A few thoughts on the American Express no-questions asked consumer-sided chargeback policy: It's the fear of retailers that they will not only incur losses -but have absolutely no right to defend themselves. This is understandable. However, the purpose of this Amex policy is to protect the consumer. We suggest not sweating the small stuff by creating an old fashioned satisfaction guaranteed and return policy. If a customer is not satisfied within a reasonable period of time - then refund their money.

What's been most interesting to us, is that in 5 out of the 6 cases where a client has refused to accept American Express, it was their method of choice for paying us. Ironic, isn't it?