It’s common that old-school manufacturers rely on old-school, word-of-mouth advertising, but these days a digital strategy tailored to reach a large audience is increasingly important. Getty Images Many business owners tell me the worst part of their job is managing the sales force. For many small business owners, having a sales force is critical, but managing one is an unending hassle. It also represents a dichotomy: The sales force investment can be substantial, but few business owners think that they get the maximum return on that investment. That’s usually why they’ve called me for assistance. While I strongly believe […]
