80 solicitations a day, and she reads none of them

"Ronald, I have 80 solicitations every day from companies who want to work with me. Do you think I give any importance to any of it, if there's no one behind?"

A purchase director in the Netherlands told me this a few weeks ago.

80 emails a day. She ignores all of them. Unless she knows the person.

That's the game at the decision-maker level. Your cold email lands next to 79 other strangers who all sound the same.

This is why I go to trade fairs. I get on flights. I pay for the VIP invitation when the event is important.

When you walk in, shake the hand, and say "I'm Ronald," and then the email from you lands in their inbox a week later, the person opens it.

The email wasn't better. There was someone they knew behind it.

Meet them first. Trust me, it's the number one thing that gonna help you close the deals.