Sitting Pretty

"The Internet is our newest lead-generation tool," she continues. "We're only spending about $300,000 on it now, but we're looking to do more online, because it has such a low cost per lead."

So far, says Toscanini, the Internet isn't bringing in much unique business; it's primarily used by customers as an ordering tool. However, she sees some real potential there since 40 percent of the company's' direct sales now are coming in via the Web site, www.surefit.com.