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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.

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 "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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