The Web can be a great place to sell simple, high-volume products. But it’s not so great for selling complex products–and it can be a lousy place to be a salesperson. Salespeople rely on persuasion, experience, and personalized treatment to sell. E-commerce has given sales professionals little opportunity to use those resources, because the dominant sales models have been the catalog and the auction, where price is the most important factor and the goal is to eliminate the human element. But business managers emphasize that the time has come to integrate traditional sales models with the Web so that E-commerce efforts connect to, and sometimes mimic, actions of the sales force.
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