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It is inconceivable today that one can ignore the Internet as a way of sharing information, promoting yourself and your products, displaying your products, and taking orders. Sales on the Internet are increasing exponentially. As more people look to the Internet as their preferred method of transacting business, so does the pressure increase for you to have a presence in cyberspace.

The Internet can open your world globally overnight. Moreover, an attractive site builds consumer confidence and presents you as a more legitimate enterprise.

Use the Internet to create new interest in what you have to offer and to manage existing sales. But never expect your Web page to replace the personal touch. A wise salesperson will know which clients need the soft touch and which need the high-tech approach.

1. A Web site will give you many advantages. It will help you to

   • exchange information quickly

   • reduce your cost of advertising literature, phone calls, and postage

   • enable people who don't want a sales presentation to conduct some low-risk research of their own, prior to committing to a one-on-one discussion

   • pre-qualify prospects, allowing you to focus on those that are most interested

2. Maintain interest in your Web page by

   • updating it regularly, as frequently as every two weeks

   • listing new products, current research results, new people, industry trends, and the latest innovations

   • making it fun to explore by adding such things as tips, questions and answers, appropriate jokes, and quotes by people of great wisdom

3. Attract as many people to your site as possible by

   • registering with as many search engines as possible, particularly the most popular ones such as Yahoo, Lycos, Infoseek, and Google

   • showing your URL on all company literature, premises, and even vehicles

4. While ensuring that your information is comprehensive, be cautious about including trade secrets and areas that give you a competitive advantage. You can be sure that your competitors will visit your Web site and learn from it in an attempt to reduce any competitive advantage that you may have.