This may seem like a curious admission for the owner of a technology business, but it's becoming clear that people outside the information technology industry really hate computers. The tourism industry is no exception.

There are a lot of coherent reasons for this.

While selling services to business owners and presidents of small businesses, I've learned that it hasn't been an easy year; 2003 will not be missed. And, when it comes to upgrading or bringing in new computer systems, the business owners are telling me:

• The old junk we have works and we know how to use it.
• I don't trust you.
• I don't trust technology.
• I don't like worms.
• I don't like spam.
• The computer business ripped us off for Y2K.
• You walk funny.
• Tell me again why are you in my office. Who let you in anyway?

Perhaps they're not saying all that, but the frustration out there is observable. As Quokka Systems was reviewing its marketing and sales, we realized that we have been selling "online booking". My previous article tried to sort out what online booking means. But what it means doesn't matter. We could call it Fish Bending Engineering Software. It's what it does that's important. This is why we have adopted these three key points when selling our services:

• Increased Bookings
• Improved customer service for your guests
• Reduced workload at your front desk

We are also willing to stand behind these statements. It takes longer to say them, but those value statements sure mean more than "online booking".

My challenge to you is, are you simply putting on a room for someone to sleep in, or are you creating an overall experience? What is your value statement?

Robert Ford is the president of Quokka Systems Consulting Ltd. and is a regular contributor to ComputerWorld Canada. (www.itworld.com)

Robert can be reached at Robert@quokkasystems.com

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