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Use the Force

Your sales force, that is, because you can't just sit there waiting for customers to find your Web site. You have to go find them.

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This story appears in the June 2001 issue of Entrepreneur. Subscribe »

Only a few years ago, some experts were predicting salespeople would be displaced by the New Economy. Netpreneurs have learned the hard way that a Web site alone doesn't bring in customers; now many are turning to traditional sales forces to pass the word about their products or services.

"The best way to build long-term customers is with a well-trained, well-motivated sales force," says Dave Donelson, president of Sales Development Associates Inc., a management consulting and training firm in West Harrison, New York, and author of Creative Selling (Entrepreneur's e-books), found exclusively at www.mightywords.com. "A Web site might introduce someone to your product once; but after that, you have to go after [people]. That's what a sales force does. There's no substitute for it."

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