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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 salespeoplewould be displaced by the New Economy. Netpreneurs have learned thehard way that a Web site alone doesn't bring in customers; nowmany are turning to traditional sales forces to pass the word abouttheir products or services.

"The best way to build long-term customers is with awell-trained, well-motivated sales force," says Dave Donelson,president of Sales Development Associates Inc., a managementconsulting and training firm in West Harrison, New York, and authorof Creative Selling (Entrepreneur'se-books), found exclusively at www.mightywords.com. "A Website 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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