In today’s interconnected world, the foundation of successful business lies in authentic human connections. Leaders who embrace in-person meetings tap into the unique benefits of face-to-face interactions – such as building trust, interpreting nonverbal cues and fostering creativity that virtual meetings often lack.
Mark Hooper, founder of hospitality experience platform Go Privilege, the piece explores how thoughtful, in-person connection is becoming a powerful differentiator in today’s virtual business landscape
Formal business settings often come with an unspoken pressure, stifling the sort of rapport-building and human connection which can be easier to find in a more relaxed setting. While the meeting may have a successful outcome, the very best (and most long-lasting) partnerships are often based on a much more genuine and deeper connection than can be forged in a video call or office-based meeting.
So, how do the best leaders connect with would-be partners, suppliers and clientele? They strip back the formality, change up the setting, and offer a more memorable and personalised experience for those they meet with.
How to truly connect
In a world where video calls have become more popular than in-person meetings, this makes the moments when people do come together all the more valuable. In fact, 87% of CEOs believe technology will never replace the value of face-to-face interactions for strategically important meetings, according to International Workplace Group.
When people meet in person, they’re giving their undivided attention to those in the room – showing their commitment to forging a genuine partnership, rather than being able to have other tabs open to check their emails or work through their to-do list.
People connect best when they are comfortable, engaged and pressure free, with conversation flowing much more naturally across a dinner table than a boardroom table. Opportunities present themselves to learn more about the other person’s ambitions, motivations and working styles, which not only connects you to them in a much more personal way but also allows you to provide them with a bespoke deal or service because of this more in-depth knowledge you have about them.
The value of connecting
For an SME, every cost must be justified. And while it’s true that taking a prospective client or partner out for drinks or dinner is more expensive than offering them an instant coffee from your office kitchen, the reality is that investing in hospitality can pay dividends. Because it builds trust, deepens relationships and provides invaluable insights, it not only gives you a greater chance of succeeding in your goal to bring that person on board, but also provides you with a wealth of knowledge that you can use in your business going forward.
By truly understanding your clientele, your potential business partners, and other stakeholders, you give yourself an edge over your competition and open yourself up to a much more tailored (and successful) way of working.
Make it personal
Naturally, close business relationships aren’t built in one meeting alone. So meaningful engagement requires an ongoing hospitality strategy, which is tailored to meet the expectations and personality of each individual you’re interacting with.
A well-planned face-to-face interaction fosters deeper relationships, but the key is to attune yourself to where and when to meet with potential contacts, in order to provide a thoughtful hospitality experience. Reserving a quiet table in a restaurant may have a much more impressive impact than taking someone to a crowded city-centre coffee chain, for example. And picking up on hints they may reveal about themselves and acting upon them – such as taking them to a restaurant which serves cuisine they’ve mentioned is a particular favourite of theirs at a previous meeting – shows it isn’t just about corporate posturing, but a real authentic desire to build a lasting connection.
Being able to offer sell-out concert tickets to a client who loves a particular artist, Michelin-star dining to a ‘foodie’ business contact, or a private box to see their football team in action makes you stand out from the rest. But there is also so much value in considering the individual you’re meeting and what would mean the most to them, perhaps meeting at that independent coffee shop they mentioned they’d been meaning to try out, or purchasing a small thoughtful gift to mark their birthday or anniversary. Showing real thought has been put into the occasion leaves people feeling genuinely valued, and aligned to you and your business.
Bespoke experiences will stand out in a client’s mind long after the meeting ends. Because it shows you’ve got to know them, and invited them somewhere which means something to them, which suits their personality and their preferred environment (meaning black-tie venues should be ruled out for those who thrive in a casual setting, for example).
You can talk about your company’s skills and successes all day, but without the emotional connection that comes through genuine conversation and shared experiences to back it up, you may just blur into the background among tens of other businesses saying exactly the same thing. By contrast, thoughtful hospitality is an instant ticket to becoming unforgettable.
Ultimately, a well-placed invitation could lead to a game-changing conversation or long-term partnership. Just remember, hospitality isn’t about extravagance, it’s about paying attention to detail and offering a memorable experience – which can be elite and meaningful without feeling forced or transactional. That’s the key to staying ahead and keeping your business moving forward.
