# Match the channel to the buyer, even when it does not scale

- Category: distribution
- Author: Doru (https://indie.md/people/doru-bota/)
- Source: https://indie.md/journeys/doru-dentor/
- Canonical URL: https://indie.md/advice/match-the-channel-to-the-buyer/

Doru's cold email campaign for Dentor produced nothing; walking into clinics and pitching owners in person produced customers. Cold email is the default because it scales from a laptop, but it assumes a buyer who reads cold email and trusts links from strangers. A local, high-trust, offline buyer like a dentist is the opposite of that. The channel has to match where the buyer's trust actually lives, not your preference for staying behind a screen. Early on, the unscalable channel is often the only one that converts, so do it until you have proof and a reference list.