Focusing on the Internet is the right move, judging by the
popularity of online ordering among entrepreneurs. In fact, of all
the people I talked with, not a single one purchases their supplies
primarily by dropping by the store-not even one business owner
whose office is located across the street from a Staples.
What's the selling point? In a word, convenience. You
don't have to leave the office, you can consult a running log
of past purchases when it's time to re-order, and you're
spared the burden of carrying a load of supplies back to the
office. Many feel buying online gives them more control over their
expenses because they can make a set list of approved purchases
employees can make.
And delivery is a real cinch. Staples.com, OfficeMax.com and Office Depot On-line all offer
free shipping for orders totaling more than $50. And actual prices
for products are pretty much the same regardless of where or how
you shop (see "Shop
Around"). Online ordering does have its downsides,
however. Budget-conscious penny pinchers will miss out on sales and
promotions offered in the physical stores and, consequently,
sometimes end up paying more online. (A Web site like
www.dealcatcher.com, which lists available coupons for a variety of
retail sites, can help, though.) Also, if you're particular to
certain brands, the selection you find online may be different from
what you're used to in the physical store.
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Ready to buy online? Then there's only one remaining
question to answer: Who do you go with? A few words of
caution-don't take this decision lightly. It's not just
another expense; it's a long-term relationship. "A tip I
would give to other entrepreneurs is to allow much more time to get
set up than you think you're going to need, and definitely do
due diligence upfront before selecting your supplier-you're
probably going to end up staying with them for a while because
it's just too much of a hassle to change," warns Rosemary
O'Neill, 36, co-founder of Infopop Corp. in Seattle.
O'Neill's company, which has annual sales of about $2
million and spends $300 to $400 per month on office supplies, has
come to rely on OfficeMax.com for the majority of its office-supply
needs.
While the ease of ordering and simply waiting for your delivery
is a definite draw for online shopping, some aspects of the
in-store buying experience simply can't be replaced. For
instance, the personal customer service found in a physical store
doesn't really translate well to the online world, where
you're dealing with computers instead of people. "In
stores we're constantly striving to beat customers'
expectations in terms of customer service," says Baisden of
OfficeMax. "I think we're really trying to add value in
the training we give our associates and how they interact with
customers."
For instance, if you're still fishing around for products
that will address your company's needs, then going to the
physical store, where you can consult with salespeople, is still
your best bet. If you're looking for office furniture, for
example, you might feel more comfortable going to the stores to
look at and touch the actual products. And some entrepreneurs are
accustomed to using special services the stores offer, such as copy
centers that let you whip up everything from business cards to
marketing materials.
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