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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.

By Peter Kooiman

Opinions expressed by Entrepreneur contributors are their own.

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."

Testing,Testing
When interviewing potential salespeople, DaveDonelson, president of Sales Development Associates Inc., amanagement consulting and training firm, suggests asking thesequestions:
  • What's the most important skill asalesperson should have? And why?
  • What company is your biggest competitor inyour present job? And how do you compete with them?
  • What's the best sale you evermade?
  • What are things you do to improveyourself?
  • What's in it for us if we decide tohire you?
  • Describe an ethical dilemma you faced. Whatdid you do about it?