You make eye contact. You give a nice firm handshake. You put on your best suit. You make sure your Web site is perfect. Or do you?

Just like your personal outward appearance, your Web site speaks volumes about you and your company. I'm constantly amazed at how many business owners or marketing directors say, "Oh, I just have a Web site because I need an online presence. It doesn't get me any business."

Really? Why shouldn't it? Do you say, "My interview won't get me a job/client." No, of course not. In today's online world, your Web site is the first impression a prospect or new employee has of your company and your brand. Why wouldn't you put as much effort into having the best Web site as the best suit?

A Web site doesn't have to be complicated or full of flash images to be good. Actually, I believe the simpler the better. What it should be is benefit driven for the reader. I am always surprised when I look at a prospect's site, or any site for that matter, when the copy is all about the company and its products. Yes, the user is on your site to get information about your company, but they're there because they want information that relates to them - not you . It's the WIIFM principle (that's what's in it for me).

When developing a Web site ask these simple questions:

1. Who will be visiting my site?
2. Who do I want to visit my site? (they may not be the same)
3. What do I want them to do on my site? (i.e. make a purchase, fill out a lead form, call for more info). This is critical to how the site is developed.
4. What image do I want the user to walk away with about my company?
5. How am I going to get the user to come back to my site?

Here's the next principle - be relevant. In this fast-paced world, things are out of date quickly. Update your site on a regular basis with fresh content. If you set the site up in a content management system, you can even make the changes yourself without knowing HTML.

If you build it, they will not come. You have to promote the site. Let me repeat - YOU HAVE TO PROMOTE THE SITE. You have to employ strategies to drive traffic to your site. SEO, SEM, online advertising, a blog, word of mouth, Facebook, Twitter, include your URL in your email signature. Use whatever means you can to get people to your site. I can tell you that traffic to my company's site has tripled - yes TRIPLED - since I started this blog.

Finally, remember - you get what you pay for. People have the impression that anyone can whip up a site these days. Graphically, that may be true. Companies like Network Solutions have made it very easy to set up a site with a template. But a Web site is far more than an online brochure. It's an extension of you and your company. Make the investment, work with someone who specializes in online marketing, strategic planning and site development. Work with someone who understands how to communicate the benefits of your products and services. You'll get more bang for your buck...and we're all looking for that these days.

"Whatever you do, don't raise your hand!"

And with that very important piece of advice from my friend Christina, my Barrett-Jackson experience began.

If you're not in to cars, don't tune out - this blog is as much about my experience as the Auction. The Barrett-Jackson Auto Auction is the world's premier auto auction. If you'd like to read more about the Auction's history, click here . I've wanted to attend for years after watching the coverage on Speed . I found the Auction and event to be completely fascinating...and being a car enthusiast made it all the more appealing.

My experience was probably not the average attendee's. Through a business connection, I had Sponsor passes, which enabled us to go on stage. Here are some highlights:

• On Stage - we spent all of our time there (when not shopping) on the stage (or "on the block") with the bidders and cars. It was such fun to see the Auctioneers doing their thing and watching how the Auction is produced from that angle. Barrett-Jackson really has it down in getting the crowd involved, the bidders excited and selling the cars for as much as possible. From what I learned from the many people I spoke with, car values were down between 15-30% over last year - and it's a non-reserve auction, so you get what you get. Even with that, plenty of cars were selling for six-figures. Many of the cars that come across the block are one of a kind and worth every penny.

• The Ride of My Life - I was fortunate enough to meet a consigner from San Diego Classic and Muscle Cars named Joe. Just like that he made my dream a reality and allowed me to drive up onto the block in one of his cars - which turned out to be Eddie Van Halen's 1956 Chevy. (pinch me!) It's one of the coolest experiences I've ever had. There are 5,000 people in the audience watching, plus TV viewers plus the Speedtv.com streaming coverage, not to mention riding in THAT car. It sold for $85k! Wild...

• Amy Assiter , one of the popular Bidder's Assistants was nice enough to take a photo with me and chat with me a bit in between cars. Yes, she's as nice as she looks.

• Kindred Spirit - I had a lovely chat with David Burroughs, the CEO of Bloomington Gold , the longest running continuous Corvette show, about the importance of marketing strategy - and the lack of it in many companies. It was great to meet someone who understands it's critical to not only have a solid strategic plan - but to implement it.

• Dana "My Sugar Daddy" Forrester - One of the running jokes of the weekend was I was really in town to find a "sugar daddy." (Anyone who knows me knows this couldn't be further from the truth). Dana specializes in painting water colors of Corvettes. He painted a picture of the 1997 black Corvette Coupe (that looks an awful lot like mine) that I'd been dying to purchase. Well, for once my procrastination paid off...not only did Dana autograph it for me, he signed it "From Your Sugar Daddy." Now that will be a one of a kind!

• History in the Making - GM sold a group of cars from their private collection that were never available before. A 1989 Corvette ZR-1 Coupe "Snake Skinner II" sold for $160k!

• A Phillie (or former Phillie) Sighting - Pat Burrell, the former left fielder for the Phillies was on stage. I told him the city was going to miss watching him play here very much. (he's off to Tampa Bay)

From a communication perspective, my BlackBerry was indispensible. My friend Rick was IMing me every time we were "sighted" on TV or Speedtv.com, I was able to provide updates on my Facebook page, not to mention sending texts to everyone I knew who might be close to a TV. Who would have thought even five short years ago that we could communicate so easily and quickly on a little hand-held device - in real-time.

To top it all off, I missed the 5 degree weather we had back east. Every day was 75 degrees and sunny.

I highly recommend attending if you ever have the opportunity. Barrett-Jackson also has Auctions in Palm Beach FL and starting 2008, Las Vegas. My wish for you is to have the same amazing experience.

Much thanks a few people for making this all happen:

• Soni Dimond- had a blast with you. - thanks for going with me! Thanks for all your support and enthusiasm and friendship.
  
• Christina McKay - for sharing your experience and for making sure we got right up front on that stage. I'm so glad we met last year! Palm Beach in April???
  
• Rick - for all the IMs letting us know what was going on and how we looked :-)
  
• Al Maag for connecting me with Phil to get the passes and for taking time out of your schedule to discuss the Business Marketing Association . Your help and guidance will enable us to launch the Philly chapter.
  
• Phil Neri - the VP of Marketing at Barrett-Jackson, for hooking us up. I owe you big time!
  
• Brian the van driver who shuttled us back and forth from the hotel to the Auction a million times - we had a blast with you!


• Greg the "Crowd Control" guy on stage who tried his hardest to keep me in line. You didn't succeed though... ;-)


• David Burroughs, from Bloomington Gold for an engaging conversation about marketing strategy.


• Kevin McKay from Corvette Repair Inc. (and more importantly Christina's husband!) for making me blush too many times.
  
• Lance Miller from Carlisle Events and his friends for making us laugh and for explaining things to me when I had questions (and just for being a really good guy). Hey Michele - we really missed you!!!


• Susan Matthews - for actually watching and because you're the most supportive and best friend in the world.


• Tom Mellett from Car Store of Glenside and Zane for taking photos of me in my "ride" and for sharing my excitement!

After spending my career in advertising agency account management for the past 18+ years, I've become obsessed with customer service levels. I don't care if I'm in the dry cleaner or working with a vendor, I simply expect good customer service. And if the service isn't up to par, I won't go back.

Let me start off by defining customer service. According to Websters:
Customer - n. person who buys, especially one who buys regularly; and Service -
1. the occupation of a servant
2. public employment
3. work done for others
4. friendly help
5. benefit; advantage
6. the act or manner of serving food

For purposes of this blog, let's focus on numbers 3 through 5 above. To me, good customer service is going out of your way to please the customer and to do it with a friendly, helpful attitude. It's not all that difficult, really. It just requires a little thought and following the golden rule - do unto others as you want done to you.

A few weeks ago, I was booking a hotel room in New York city. After researching rates and locations online, I found an excellent weekend rate at Le Parker Meridien. When I hit "reserve" on their Web site, I received an error message that the reservation system was down and that I should call their 800#, which I promptly did. That's where things went down hill...

I explained the error message to the "customer service" rep on the phone, to which he said, "I'm sorry but we can't offer you that rate over the phone." Huh? Why the heck not? "The rates we offer online are special discounts because you don't have to speak to a 'live person.'

Ok, I get this. It's how the world works - when companies have more expenses, they charge more. But the rate should have been extended to me if the site was down, which I politely explained. Response, "there's nothing we can do, the phone rate is $60 more a night." Realizing it was an exercise in futility, I didn't bother to explain back to him that his company just wasted more money by allowing him to argue with me and wasting his time when he could have just given me the rate and booked the room. I promptly hung up.

For the record - I'm convinced this was some kind of scam anyway to upcharge customers because, two weeks later, the reservation system is still "being updated." What a crappy way to do business. I'll never forget it, nor will I ever stay in Le Parker Meridien or refer my friends there.

On the opposite end of the spectrum, I found a hotel reservation service called newyorkcity luxury hotels by Magellan Vacations . Their site clearly states that you have to call to get rates. I explained to the representative what part of the city I wanted to stay in and she had numerous recommendations in my price range and I could even view a map of the hotel locations while we were speaking. After booking, I received a personalized email with a direct contact number to the rep I worked with over the phone. The whole experience was excellent and I highly recommend this service.

And things continued to get better. The hotel I booked was called 6 Columbus . It is a new, ultra modern hotel. From the minute the bell hop opened the door for me to the minute I checked out of the hotel, it was an excellent experience. Every single employee I came in contact with, down to the cleaning staff, was polite and friendly, and genuinely concerned that I was enjoying my stay. Yes, I said the cleaning staff. People introduced themselves and asked my name. Simple ways to create a positive atmosphere and to leave me with a good impression of their business. Will I go back? You bet. (and the hotel itself was just as fab - and I got upgraded to a suite, a rarity in NYC)

When I speak with college students, as I did last week at Wharton, I always tell them first impressions are lasting. My hotel experience proved that...by hiring friendly employees and teaching them the value of customer service, businesses are sure to make a good lasting impression on their customers. And in this economy, that just may make the difference in someone's purchasing decision.