Earlier quoted context omitted.
Close rates are better because a captive customer is at a severe disadvantage to the psychological tactics used in sales.
Objection, your honor! I sold private whisky casks to individuals or groups. Before the pandemic, I would sit down at the table with them and guide them through a tasting, several hours long. My close rate was close to 50%. With the pandemic, I switched to shipping samples and moderating the tasting online via Zoom or Teams. My close rate dropped to noise level. I don't think I fundamentally changed my "tactics", and…
And sales where you're giving a sample like whisky? The social obligation to reciprocate for receiving something "free" is very strong. The idea behind giving a sample in a sales pitch isn't to get them to like the whisky (though it helps eliminate/reduce resistance), it's to incur that social obligation.