Every day, someone has a new pitch on how to get more traffic to your website. But unless you’re actually selling online, that’s just a means to an end, not the end itself. In fact, you could argue that all this emphasis on the online world makes the sales cycle longer, not shorter, by adding steps and making it harder for you to pitch in person. If you’re getting plenty of clicks, but not many calls, something’s missing. In a digital age, it’s easy to assume that digital solutions are always the best. But begin by thinking about the goal you have to reach, then ask yourself what solutions offer the shortest way there.
