Dial Events

Why meetings matter

Experts say face-to-face communication is effective

The economy remains tough – but, warn the experts, cutting back on face-to-face meetings could cost your business dear.

Did you know that meetings account for more than half of all travel spend? That’s according to the Meetings Industry Report 2009, and it’s an assessment that’s unlikely to sit well with procurement managers or financial directors.

As the recession enters its sixth consecutive quarter, those in charge of company purse strings will be looking with renewed vigour for ways to shave off ‘unessential’ expenditure.

Meetings where delegates gather the night before to network or include a hotel stay to reduce the impact of travelling may be on the wane, but what effect will the move towards shorter, non-residential meetings have on business?

Most importantly, what will be the effect on businesses of cutting back on face-to-face meetings in favour of video conferencing or conference calls?

The power of communication

“Face-to-face meetings are vital for winning and retaining business,” says Mark Harris, sponsorship director of Business Travel Market, who advocates the personal touch for generating solid business relationships.

It seems that for all the emailing, Twittering and video conferencing out there, meeting in person is still what matters.

It seems that for all the emailing, Twittering and video conferencing out there, meeting in person is still what matters.

And whether that’s a chat over a drink after work, doing an important presentation or meeting clients after an event, face-to-face communication is so much more strong, effective and convincing.

How else are you meant to read the nuances of a meeting and respond appropriately to ensure you and your company’s goals are met?

Create creativity

“Another very important benefit of meetings is that the interaction can often spark more ideas or creativity,” Harris continues.

Meetings can lead to brilliant ideas being generated, solutions being found, problems being solved – because they allow for delegates to be better, well, connected.

And it’s this connection – be it in people being more relaxed, the conversation being given a freer rein, or that, face-to-face, ideas can flow more freely – that is often lacking with conference calls or video conferences.

Focus forté

“The final benefit is that in meetings, events and conferences, people are more focused and undisrupted..."

“The final benefit is that in meetings, events and conferences, people are more focused and undisrupted,” concludes Harris.

It is perhaps an uncomfortable fact for all those who book or present at events, but the fact remains: people’s attention has the tendency to wander.

And nowhere is it more likely to wane than tucked away in the anonymity of a conference call or in front of the fuzzy picture of a video conference.

For those on the other side, maintaining people’s attention is hard when the technology connecting you to your audience doesn’t give you the subtlety you need.

After all, it takes nothing more than the technology to let you down and your killer sales pitch/perfectly constructed compelling case/beautifully timed deal-sealing punchline is lost on the very people it’s aimed at… ultimately costing your company more money than the price of arranging the meeting.

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