Seldom does a day pass that a new pundit doesn’t weigh in on the downsides of social media. The dangers and depersonalization of social media are beginning to show themselves in sharp relief. The biggest casualty we see every day is the absence of face-to-face (F2F) contact between sellers and their prospects/customers. It seems to us that more and more often, intelligent and competent salespeople are less adept at and comfortable with F2F interaction with the buyers they seek to attract. Their default positions are email, texting, tweeting, Linked-in, Facebook, voicemail – anything but good old-fashioned F2F conversations. We acknowledge that it’s easier to fire off an email. But need we remind you that even the most wellcrafted emails are subject to misinterpretation both as to content and intent? There’s no ability to read body language or discern voice inflections. The time to revisit the effectiveness of the so-called virtual selling model is past. What’s needed is more “windshield time.”