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Relationships
3 Reasons Business Meetings Should Be in Person
How meeting online to save money has a social cost.
Posted June 5, 2020
Successful businesses involve successful relationships. The challenge in contemporary times, in light of meeting restrictions and financial loss, is deciding how we can most effectively create and cultivate business relationships. Given the technology currently available, can we afford to cut costs by meeting online? Or does social cost outweigh financial gain?
Saving Money on Travel Might Cost You Business
A study published by Forbes in its Insights section over a decade ago[i] surveyed 760 business executives, revealing some significant truths that remain evident today. Even when faced with dwindling travel budgets, the consensus was that face-to-face meetings are more than preferable; they are necessary to cultivate deeper, more profitable bonds with both business partners and clients. From an internal perspective, they also agreed that bonding in-house means in-person: They believe that face-to-face meetings are best for maintaining productive relationships with co-workers.
Most people feel the same way today—despite modern advances in online meeting technology. The important question, as it relates to opportunities for business development, is why. Here are three reasons.
1. Bonding on Breaks
In a professional setting, the Forbes article notes that meeting “down” time is time well-spent bonding with colleagues and clients. We do the same thing today. The majority of in-person meetings include at least continental breakfast and coffee service. These periodic breaks, built into the agenda, afford more than physical sustenance; they allow us to nurture interpersonal bonds as well.
On Zoom, companies are cutting costs of conference rooms and catering, but at the expense of connection and conversation. Unlike the “meet and greet”/mingling periods naturally built into in-person meetings, there is no break time in a Zoom room. Sure, hosts can open a Zoom room early, but good luck forming personal connections in front of a group of people--many who might be total strangers, depending on the size and scope of your meeting.
In addition, on a virtual platform, there are no side conversations or meaningful opportunities to dialogue one-on-one with others, which can be frustrating when in a virtual meeting with others who you would love to meet in real life. Even breakout rooms usually do not facilitate one-on-one conversations. Sure, there is the chat box, but half of the participants do not know it’s there or are too busy multitasking to use it. Not to mention the fact that many hosts disable it all together to ensure full attention is paid to the program and speakers.
2. The Significance of Small Talk
We recognize the value of conversation content as well. Because everyone knows, not all business conversation is about business.
An article by Rene Shimada Siegel in INC.[ii] captured a concept we can all relate to as a crucial component of in-person meetings: the value of what Siegel refers to as “not-so-small talk.” Siegel notes that in contrast to business conversations, which focus on problem-solving, business relationships are forged through getting to know one another—which is easier done in person.
And as a practical matter, in terms of the topics that come up during business meeting mingling, we acknowledge the difference between substantive and social, but which is more rewarding interpersonally? As soon as you identify common ground, sharing memories and stories will outshine talking shop any day. And ironically, it is often these light conversations that produce strong, business relationships.
3. Divided Attention
Despite our best intentions, it is virtually (no pun intended) impossible to sit stiffly at attention for hours on end staring into your computer camera. Instead, chances are, as time goes by, you will either drift off mentally or multitask. Both undesirable options.
And remember, you are not fooling anyone when you turn off your camera. Other participants can relate to this temptation to take a breather. Virtual meetings do not lend themselves to breaks; it is hard enough getting everyone logged on correctly, to begin with.
The bad news here is that in all settings, from the personal to the professional, we build chemistry and rapport through attention. And on platforms like Zoom, divided attention is an overstatement; inattention is probably more accurate, and perhaps more likely as long meetings get even longer.
Supplement the Virtual With the Personal
Whether you are meeting new colleagues virtually or attending an online professional networking event, consider following up your virtual meeting with a real one. You might not “click” in a Zoom room the way you can in a boardroom, but you can make the most of both venues. Because the best business relationships are personal.
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