Person
Chris Koerner was contrasting cold outbound sales pitches with an approach that gives something free first and earns trust before ever asking for money. His point: cold pitching runs straight into resistance that a warmer approach can walk around entirely.
Chris Koerner was discussing why local business owners so readily agree to host free advertising placements from small operators. His point was that a lot of local business advertising is bought for status among peers, not for measurable return.