In episode 195 of Paper Napkin Wisdom, Govindh Jayaraman welcomes Richard Walton, founder of Outsell Sales, to discuss a profound shift in B2B sales. Walton, joining from South Africa, shares his perspective on why sales professionals should “Go back to the ’80s to sell better.” This throwback isn’t about nostalgia; it’s about reconnecting with the essence of human relationships that used to define sales success.  Walton’s core message is that the digital-first, hyper-automated strategies common today often overlook the value of personal, face-to-face interactions. In his view, building trust and credibility with high-ticket B2B clients requires more than emails and LinkedIn messages; it requires taking the time to meet people, listen genuinely, and show up with a sincere desire to understand their challenges.  Revisiting the “Shoe Leather” Strategy  One of Walton’s main points is that sales in the digital age has lost its personal touch. “The competitive advantage that every single person can have is how often they can meet people in the real world,” he explains. Walton believes the sales process has become too reliant on technology, which, while efficient, often sacrifices the trust-building interactions that in-person meetings naturally foster. According to Walton, this return to what he calls the “shoe leather” method—physically meeting prospects and investing time in face-to-face interactions—can make all the difference.  Reflecting on his own experiences in B2B sales, Walton recounts the evolution of his approach. Years ago, his daily grind involved hours of driving to meet prospects, listen to their needs, and form connections. Today, he urges salespeople to apply this mindset to their sales strategies, emphasizing that these real-world connections are essential, especially in high-value transactions.  The Magic Number: Three Meetings to Build Trust  For Walton, building trust is not a one-time event but a process. He argues that three face-to-face meetings within six to nine months are essential to establishing a solid foundation. Each meeting should have its own purpose and progression, focusing on deepening the relationship rather than pushing a sale. “I think three is the magic number when it comes to building trust and credibility,” Walton notes, encouraging leaders to structure their approach around this insight.  The first meeting, Walton advises, should be purely relationship-focused. “You’re building a relationship; that’s it. You’re dropping everything else,” he says. By the second meeting, you’re assessing the prospect’s needs and opportunities for alignment. And by the third, you may find that they initiate interest in your product or service themselves, based on the trust developed through the earlier interactions.  Using Technology as a Supplement, Not a Substitute  While Walton’s approach may sound old-fashioned, he doesn’t reject technology altogether. Instead, he advocates for a balanced approach where tech serves to support, rather than replace, human interaction. “It’s the combination of those activities,” he says, referring to blending digital tools with in-person meetings. He suggests leveraging content creation, PR, and social media to build credibility while maintaining a focus on personal relationships as the heart of sales.  This augmented approach can help entrepreneurs and leaders manage multiple channels without losing the personal touch. Walton’s strategy involves proving expertise through content while using digital tools for practical things like tracking interactions. “The magic wand,” Walton jokes, “is actually getting very focused on who you’re going to meet, putting together a local strategy, and putting in the hard work.”  Building Trust with Genuine Intent  Walton stresses that effective sales require sincerity and curiosity, especially when start