Good Morning. Today is Veterans Day. A day to honor the men and women who’ve served in the U.S. Armed Forces. Their courage, sacrifice, and commitment make possible the freedom and opportunity we get to enjoy (and occasionally complain about) every day. To all the veterans reading this, and to the families who’ve stood beside them, thank you for your service. It doesn’t go unnoticed. Now let’s get into today’s Follow Up.
Treat them like a buyer anyway 🤝
Why in-person sales have never been better 🗣
What separates top reps from bottom ones 👀
Sales jobs & a meme 😂
Sales Tip of The Day 💡
When a buyer says, “We’re just looking,” treat them like a buyer anyway.
❌ “No problem, what questions do you have?”
✅ “Totally fine. Usually, when teams start exploring, there’s something they’re hoping to improve or understand… what kicked off the search?”
This changes a casual inquiry into a discovery conversation and allows you to gather context you can use to create urgency.
Always be qualifying.
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Face Time > Facetime
Digital sales tools are amazing.
Until you realize your buyers don’t do business with someone who blasts 17 mediocre cold emails at them.
You can automate emails, schedule video calls, even send a perfectly AI-written recap of the meeting… but none of that replaces the raw power of sitting across from someone and looking them in the eye.
The truth is simple: face-to-face isn’t old-school. It’s underrated.
The Digital Downside
We're all living in this fantasy of connection.
Slack notifications, Zoom meetings, LinkedIn messages, email threads - it all feels super productive.
But buyers just see you as another browser tab competing for their attention.
Psychologists have a name for this: the "online disinhibition effect." Behind a screen, people emotionally check out. That zoned-out prospect on your Zoom call is probably updating their fantasy football lineup while you talk about how great your product is.
In-person meetings flip the script on this.
When you show up, shake hands, and make actual eye contact, your prospect has no choice but to listen to what you’re saying.
You become a real human instead of a floating head in a rectangle.
The Science of Showing Up (in person)
Let’s talk facts for a second. Harvard researchers found that face-to-face requests are 34 times more successful than emails. That’s not a typo. Thirty-fricken-four.
And it’s all because of oxytocin: the trust hormone your brain releases when you're physically near someone. It's like a social lubricant that makes cooperation feel natural instead of forced.
There's also something called the "mirror neuron" effect. When we see facial expressions in person, our brains automatically copy them, creating genuine empathy. Video calls trigger this way less. Emails don't trigger it at all.
MIT studies show that 60-80% of communication is non-verbal. So, on video, you lose half those signals. Over email, you lose everything.
So when your ‘perfect’ follow-up gets ignored, it’s probably because it’s missing a human face.
The Hierarchy of Connection
Let’s rank the modern sales toolkit, from weakest to strongest signal:
Email: Efficient, scalable, and forgettable. Great for follow-ups, not great for trust.
Video: Slightly better. You catch some tone and expression, but lag and pixelation flatten all the subtle stuff that actually matters.
Phone: Still personal, but you can feel someone’s attention (or lack of it).
Face-to-face: Unbeatable. The handshake, the laugh, the pause before a tough question… these are persuasion tools no software can automate.
Use these like rungs on a ladder. Start broad with digital touchpoints, but climb toward in-person as deals get serious.
The ROI of In-Person Presence
Let’s talk about the cold, hard numbers.
McKinsey found that B2B buyers are 2X as likely to choose vendors who make in-person connections early in the sales cycle. Not because they enjoy small talk, but because they trust what they can actually see and touch.
Showing up in person sends a message that you're invested in this relationship.
Instead of just hunting for a quick commission check.
In a world of hyper-automated email sequences, that level of commitment is rare.
The Math Still Has to Make Sense
Of course, not every product deserves a plane ticket and a fancy hotel.
If you’re selling a $1M software package, it’s a no-brainer. The ROI on a flight and hotel is basically pocket change.
But if you’re pushing a $19/month self-onboarding SaaS, hopping on Delta for a discovery call is a waste of your time and money.
Instead, wait for moments that multiply reach, like conferences, trade shows, and partner events, where you can meet dozens of prospects at once.
Face-to-face doesn’t have to mean “fly everywhere.” It means showing up where it matters most.
Do you ever do in-person selling?
