Seeing the Light

 

Don Dennis, president and CEO of AVT Inc., in Littleton, Colo., said he was a "total nonbeliever" in E-commerceuntil recently. The General Electric veteran first sat up and took notice when he saw an article in an industrypublication about GE's plans to move all procurement to the Internet, amounting to about $1 billion in onlinesales.

Dennis decided to see how good the Internet was at lead generating. He was already advertising in the ThomasRegister. Why not try a listing on the Thomas Register Web site? He didn't have time to do anything fancy, so hejust took his published material and put it online.

In 45 days, he was getting more leads from the Web site than he'd gotten from the print version after one and ahalf years. In fact, of the 10 or 11 lead generators he has, the Web is now his foremost source of leads.

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