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A Hard Sell

How can you convince your tradition-bound prospects to make the switch to e-commerce?

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This story appears in the August 2003 issue of Entrepreneur. Subscribe »

As this leviathan called internet commerce evolves, there's no telling what we'll eventually be comfortable doing electronically. One day, maybe we'll let a cyber-optometrist give us an onscreen eye exam or pay a virtual baby-sitter to watch the kids.

But for now, there are still lots of people for whom making purchasing decisions in certain areas means dealing with a warm body. One of those areas is insurance. And although we often do buy coverage from the voice of a warm body on the phone, the thought of making such decisions online may still be too 21st century for some.

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