Marching is what a salesperson does when confidently and enthusiastically proceeding to the next sales encounter.  Slogging is what a sales person does when tiredly and unenthusiastically moving on to the next sales encounter after a series of disappointments.

 "I'm also convinced the only way to get out of a slump is to stay in there and keep swinging.  Nobody can help you.  I'll bet at least 100 players gave me advice during the season and no two had the same idea," said Joe DiMaggio, after slogging through a long hitting slump.

All sales persons and all companies will most likely experience a slow period in sales. This slow period is what we call "the slog."

What can sales organizations do to avoid the slog or pick up the pace to move onward and upward out it?

First, advertising does not close a sale, but it does open the sales cycle. If a prospect has heard of your company and/or its products and services, it makes the job of the sales representative a little easier.

I have talked to numerous companies that are frustrated because their prospects have not heard of their companies. Advertising will help overcome this problem. If your company is unknown or not well-known in the pulp and paper industry, Paperitalo Publications can help you.  We have the largest online audience in the industry and we can help you build name brand and product recognition quickly.

Don't expect to move up from the slog quickly by attempting too quickly to close sales.  I have said the sales process is like dating.  Your first call may be like a blind date.  You have to build brand and product recognition with your prospect and develop a level of understanding about where the prospect is in the process before the relationship will go further.  Online advertising is your introduction to a blind date--and online ads are also your references that will help your prospect to trust you and want to move ahead with the relationship.

According to an article in Forbes, "Sales is ultimately a numbers game. The more good interactions you have with potential clients, the more likely you will be able to sell."  Good interactions start with brand and name recognition.  Recognition today starts with online advertising.

Helen Roush is Executive Vice President of Paperitalo Publications.