Instead of defaulting to one method, sellers should strategically choose the communication channel (phone, video, in-person) that offers the highest probability of success for the lowest investment of time, energy, and money for any given situation.
Whether it's older sellers who only work in-person or younger sellers who only use digital channels, becoming "single siloed" is a mistake. To maximize success and income, salespeople must become proficient across all communication methods, from phone calls to emails to face-to-face meetings.
Sales is the ultimate human profession in the age of AI, but only if salespeople engage in real-time, synchronous conversations (phone, video, in-person). Relying on asynchronous methods like email is abdicating the human advantage to robots, which can perform those tasks better.
A customer's buying journey hinges on affirmatively answering five core questions: Do I like you? Do you listen to me? Do you make me feel important? Do you understand my problems? Do I trust you? These can only be addressed effectively through synchronous, human-to-human interaction.
Jeb Blount's high school experience of massively outselling his peers on the yearbook staff directly led to him being named editor. This illustrates a core principle: the ability to generate revenue provides influence and opens doors to opportunities and leadership roles far beyond the immediate sales function.