“Our product seems to fall in the ‘nice-to-have’ category, not the must-have,” Nappi said, explaining the slow sales. Many companies are just in the process of putting up their sites and are concentrating on the basics. “Some companies put up a recommendation engine that asks one or two questions, like ‘How much do you want to spend?’ and steers the customer to one half of their product set or the other half. Apart from that they don’t feel like it is worth it to create a better sales experience. By analogy, it’s like going to a store that has aisles full of merchandise, but you can’t find a salesperson because the store doesn’t want to invest heavily in a sales-force.” On-line retailers are focusing on putting up shopping carts and being able to ship products. Creating good proactive sales capability seems to be on the back burner.