Beyond Email and LinkedIn: Mastering Traditional Sales Tactics for Better Results

Key Takeaways:

1. Digital Over-Reliance Limits Effectiveness – Many companies and salespeople rely too much on email and LinkedIn, leading to lower engagement rates, longer sales cycles, and missed opportunities to build real connections.

   
   

2. The Phone Still Works – The phone remains one of the fastest and most effective ways to engage prospects, allowing for direct interaction, immediate feedback, and higher conversion rates compared to passive digital outreach.

   
   

3. Strategic Interruption is Necessary – Fear of interrupting prospects holds many salespeople back. Still, well-timed calls and personalized outreach can break through the noise and capture attention more effectively than waiting for a response.

   
   

4. Face-to-Face Meetings Build Stronger Relationships – While digital communication is convenient, in-person meetings foster trust and are especially valuable for high-value deals, networking, and deepening customer relationships.

   
   

5. A Multi-Touch Sales Approach Wins – Combining digital and traditional methods (email, phone calls, LinkedIn, and in-person meetings) creates a more effective outreach strategy, increasing the chances of engagement and successful conversions.

   
   

Introduction

B2B SaaS & Tech companies have seen a massive shift over the last decade, particularly with the rise of digital communication channels like email, LinkedIn, and other social platforms. Whether or not your company employs sales professionals, relying exclusively on digital channels will likely result in lower engagement with your prospects.

Many companies and sales professionals have built their prospecting strategies around these tools, often neglecting or completely ignoring traditional outreach methods like cold calling, face-to-face meetings, and strategic interruptions.

While social selling and email outreach are valuable, over-reliance on these methods limits a salesperson’s effectiveness.

This article explores why sales professionals developing their skills must embrace old-school prospecting tactics and digital channels to form a balanced, Omnichannel Approach to unlock new sales opportunities more effectively.

The Digital Over-Reliance Problem

Many sales professionals and their companies prioritize digital channels today because they are convenient, scalable, and allow for asynchronous communication.

However, the downside of these methods includes:

• Lower engagement rates – Emails and LinkedIn messages can be easily ignored or lost in an inbox.

  
  

• Longer sales cycles – Waiting for a response can drag out the process unnecessarily.

  
  

• Lack of real-time feedback – Without hearing a prospect’s tone or immediate reaction, it’s difficult to adjust messaging effectively.

  
  

• Overcrowded platforms – Buyers are bombarded with digital messages, making it harder to stand out.

  
  

Jeb Blount’s book "Fanatical Prospecting" emphasizes that successful salespeople leverage multiple communication channels, including phone calls and face-to-face meetings, to create a well-rounded and highly effective outreach strategy.[¹]

The Power of the Phone: Why Cold Calling Still Works

Many sales professionals avoid the phone because they fear rejection or assume prospects won’t answer. However, cold calling remains one of the fastest and most effective ways to engage decision-makers.[2] Here’s why:

1. Direct Engagement – Unlike email, where responses are uncertain, or email ends up in the prospect's SPAM folder, a phone call forces immediate interaction and feedback.

   
   

2. Less Competition – Since fewer reps are making calls, those who do have a higher chance of breaking through.

   
   

3. Human Connection – Sales is about relationships, and tone, emotion, and enthusiasm can’t be conveyed the same way in a written message.

   
   

4. Opportunity for Immediate Scheduling – A live conversation makes it easier to set up an appointment right away.

   
   

Tips for Effective Cold Calling:

• Do your research – Know your prospect’s business and potential pain points before calling.

  
  

• Have a strong opening line – A compelling first sentence can determine whether a prospect stays on the call or hangs up.

  
  

• Be concise and confident – Get to the point quickly and with authority.

  
  

• Expect rejection but persist – Not every call will convert, but consistency pays off over time.

  
  

• Use a script as a guide – Don’t read verbatim, but having a structured approach helps.

Strategic Interruption: The Art of Getting Attention

Many salespeople hesitate to “interrupt” prospects, fearing they will annoy or alienate them. However, controlled, strategic interruptions are necessary to break through the noise.[3] Here’s how to do it effectively:

1. Leverage Warm Introductions – Get referrals or have mutual connections introduce you.

   
   

2. Use a Pattern Interrupt – Start with something unexpected to grab attention, such as an intriguing question or an uncommon observation.

   
   

3. Be Direct and Respectful – Don’t waste time; state your purpose clearly.

   
   

4. Add Value Immediately – Offer an insight or statistic that makes the interruption worth it.

The Lost Art of Face-to-Face Meetings

With the rise of remote work, in-person meetings have become less common. However, face-to-face interactions still hold significant value, especially in high-stakes B2B sales.[4] They allow for better relationship building, clearer communication, and stronger trust.

When to Prioritize In-Person Meetings:

• High-value deals – Meeting in person shows commitment and fosters stronger business relationships.

  
  

• Networking opportunities – Conferences, industry events, and trade shows provide invaluable chances to connect with prospects.

  
  

• Local prospects – If a client is in your city, offer to meet over coffee instead of just sending an email.

  
  

How to Maximize In-Person Meetings:

• Come prepared – Have a clear agenda and anticipate objections.

  
  

• Listen actively – Focus on the prospect’s needs rather than pushing a sale.

  
  

• Follow up immediately – Send a recap and next steps to keep the momentum going.

The Multi-Touch Approach: Combining Old and New

To be a successful salesperson today, blending old-school and modern techniques is key.[5] A multi-touch approach using different communication methods increases the likelihood of a response.

Example of an Effective Multi-Touch Sequence:

1. Day 1: Send a LinkedIn connection request personalized note.

2. Day 3: Follow up with a short, value-driven email.

3. Day 5: Call the prospect and leave a voicemail if no answer.

4. Day 7: Send a follow-up email referencing the voicemail.

5. Day 10: Engage with their content on LinkedIn.

6. Day 12: Attempt another call.

   
   

By diversifying outreach, sales reps increase their chances of breaking through and engaging their target prospects.

Overcoming Fear and Building Confidence

One of the biggest reasons developing salespeople avoid old-school tactics is fear—fear of rejection, sounding unprepared, or being seen as a nuisance. Overcoming this requires:

• Mindset Shift – Rejection is part of the process; every “no” brings you closer to a “yes.”

  
  

• Training and Practice – Role-play calls, listen to experienced reps, and continuously refine your approach.

  
  

• Tracking Metrics – Measure call-to-appointment ratios to see improvement over time.

  
  

• Building a Routine – Make calling and meeting prospects a habit rather than an occasional activity.

Conclusion: Embrace the Full Spectrum of Sales Techniques

While email and LinkedIn are essential tools for modern sales, they should not be the only methods in a salesperson’s toolkit. Developing sales professionals who learn to effectively use phone calls, face-to-face meetings, and strategic interruptions will differentiate themselves and achieve greater success.

If you’re a sales professional looking to improve your outreach, challenge yourself to step outside your comfort zone. Pick up the phone, schedule that in-person meeting, and don’t be afraid to interrupt strategically. Mastering these old-school tactics will give you a competitive edge in today’s crowded digital sales landscape.

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Sources

1. Fanatical Prospecting: The Ultimate Guide to Opening Sales Conversations and Filling the Pipeline by Leveraging Social Selling, Telephone, Email, Text, and Cold Calling, Blount, Jeb.

2. Rain Group. “Why Cold Calling Still Works: The Data Behind Successful Prospecting.” Rain Group Blog,

3. HubSpot Sales Blog. “The Decline of Cold Calling & How to Keep it Alive.” HubSpot

4. Gartner. “Multi-Channel Sales Strategies: How High-Performing Reps Drive Engagement.” Gartner Research Reports

5. LinkedIn Sales Solutions. “The State of Sales Report: How Top Sales Professionals Engage Prospects.” LinkedIn