Whilst digital marketing is undisputedly a powerful form of marketing, nothing quite beats the old ways of face-to-face selling. People really do buy from other people.
Face-to-face interactions remain crucial for lead generation, sales, and brand awareness. They are still widely preferred in cases with a decision-making process or when significant persuasion is needed.
Most businesses find face-to-face interaction effective because it helps build a more personal connection with consumers, whereas digital marketing can’t. This interaction allows consumers to see and experience your brand up close and firsthand.
Key Takeaways:
- In-person requests are 34 times more successful than those made over email.
- The close rate for in-person meetings is 40%.
- Executives and business travellers estimate that 28% of their current business would be lost without in-person meetings.
Below is a list of ways that face-to-face interaction affects consumer behaviour:
Generates Better ROI
By interacting with consumers in person, you can shape their experience into a positive one. Someone who has bought your product and had a positive experience will pass that experience and recommendation to others. Presenting your product in person and allowing customers to interact with it is the most effective way to sell it.
Builds Relationships and Trust
Meeting consumers in person can lead to fruitful, long-term relationships. People will connect more with brands they recognise and can speak to your representative personally. By meeting with a customer or prospect in person, you demonstrate that you value their business and are willing to invest the time and effort required for a face-to-face meeting. Even for B2B customers, the purchase decision is not solely about the product or service. B2B buyers want to buy from businesses they know and trust.
Avoids Miscommunication
Technology increases efficiency but can also introduce errors into the sales process. A customer might miss an important detail over the phone, or a poor connection could cause a stuttered, interrupted conversation. Being face-to-face prevents issues like these from arising and removes barriers that technology can unintentionally create.
Humans Buy From Humans
Sometimes, written words can be misinterpreted, or tone can be misread, leaving readers confused or frustrated. In-person communication can appear more natural as people can see facial expressions and interpret body language. When potential customers can see your staff in person, it can help reassure them and encourage them to buy, as someone is there to address their concerns. This is lost in phone calls and online sales.
According to Albert Mehrabian’s Communication Model:
“7% of the meaning of feelings and attitudes takes place through the words we use in spoken communications, 38% takes place through tone and voice, and the remaining 55% of communication takes place through the body language we use, specifically facial expressions.”
Addresses Concerns Quickly
Another way to build trust and a relationship between business and consumer quickly is to address concerns promptly. Gone is the hassle of back-and-forth emails and waiting several days for a response. Put your potential customers at ease by addressing their concerns immediately.
Never forget that at the end of the day, you do business with people, not entities. Don’t be so quick to discount face-to-face connections in favour of technology you believe would be faster. It’s also important to put yourself in the consumer’s shoes: how many times have you been frustrated by an automated chatbot, a slow, drawn-out email exchange, or a fluctuating signal on a call? Your customer feels the exact same.
About Coalition Event Services:
Coalition Event Services specialises in creating engaging, impactful events that drive sales and build brand awareness. With a focus on face-to-face interaction and community engagement, we strive to deliver experiences that inspire action and help your audience connect with your brand more deeply.
To work with Coalition on your next event, contact our team.
