Lyndon Johnson used to say that “every handshake is worth 250 votes.” And it’s true. While your executive director or marketing folks might not being running for political office, there sure is something for which they’re trying to win support. Nothing engrains a sense of loyalty more than when one feels they have a one-on-one relationship with someone. That’s why fans attend rock concerts and sports buffs brave sub-zero stadium temperatures to watch their favorite team – there’s a sense of atmosphere and involvement that can’t be gained any other way.
It is no different in the world of business. The magnificent tools of communication available today make it seem almost egregious to take the time for a face-to-face meeting. Certainly, sending a message once and reaching dozens, hundreds, even thousands through email, facebook and linked in is convenient and does have its place. Use and leverage their power. But do not be complacent and allow those methods to replace the most powerful tool in your arsenal – YOU! A handwritten note has 100 times the impact of an email. An “I’m thinking of you this holiday” phone call (or voice message) will be remembered long after your sentiment on facebook has faded.
You will attract more prospects and close more sales when you are in a face-to-face situation. We all know that body language speaks louder than words. Can we not close a sale faster if we can “read” a prospect’s interest level, objections, expectations? What about the opportunities that magically manifest when we simply show up? Additionally, at face-to-face events, your audience moves from six degrees of separation to just one – there’s now something personal and experiential for them to remember about you, your company or issue. That can’t be downloaded.
Like the politician who travels by bus or train holding town meetings, don’t underestimate the value of flying off to far-flung facilities for a face-to-face or conducting a laborious road show – the dividends they pay are more than likely well worth it.
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