The business world has become a lot more digital in the past few years, especially since companies don’t want to spend as much on meetings and events. But that doesn’t mean you should keep all your communication online. While it’s important to have an online strategy, it still should be complemented with in-person conversations. 
When a company is making a decision to hire you or use your product, a meeting can seal the deal. An email is fine for sending a proposal or sharing information, and you need an effective website to show your work and products, but important decisions are usually made in face-to-face conversations. Going beyond a phone call or email gives you an opportunity to build a deeper relationship and establish trust with a client or customer, and they’ll think twice before choosing someone else to get the work done. After all, people feel better about doing business with someone they know and who they can relate to in different ways.
If you look at successful companies, they often have a marketing plan that includes in-person meetings, trade shows, and other activities. In fact, more companies are taking a hard look at sales in relation to their offline efforts, and they’ve consistently discovered that their sales improve. An example of a company that actively interacts with clients and potential clients is Table XI in Chicago. Their clients are encouraged to come to their office, and they even pass out cards to potential clients that are invitations to home-cooked meals right there. Even though they make money from digital products and services, they haven’t lost sight of the importance of interacting IRL (In Real Life).
It’s easy to ignore an email and not return a call. It’s a lot more effective and faster to make your point and give a good impression face-to-face. It also seems rare nowadays, which Michelle Manchir wrote about in the Chicago Tribune. Her article features students from Michigan who have been talking with people on Michigan Avenue to encourage real-world interaction. Not that you have to do that, but if you’ve been ignoring that aspect of your business plan, start doing it, and you’ll see your sales grow.
The title of your article grabbed my attention because as mentor and advisor to business partners I stress the need for in-person meetings. As your article points out, all levels of business is about relationships. When businesses and individuals function most effectively, honest trusting relationships have been established and are maintained, including with employees, vendors, clients, and between the owners themselves. When partnerships are at the breakup stage, you find that their pattern has been to avoid meeting. Trying to replace in-person meetings with emails and other modalities, negates the trusting person-to-person relationship which, when present enhances all aspects of business and when it’s missing has a significant cost.
Thanks for the comment Dorene!