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A Hard Sell

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

By Jerry Fisher

Opinions expressed by Entrepreneur contributors are their own.

As this leviathan called internet commerce evolves, there'sno telling what we'll eventually be comfortable doingelectronically. One day, maybe we'll let a cyber-optometristgive us an onscreen eye exam or pay a virtual baby-sitter to watchthe kids.

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

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