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.
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.
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.
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.
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.