News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
The Power of Face-to-Face Interactions to Generate Leads and Grow Revenue
Peter Goldstone / Hanley Wood / September 11, 2013
Technology, especially the explosion of social media, has changed the way we interact with customers and share information. It is possible– and in many cases, common — to initiate and maintain a business relationship without ever speaking to a customer in person, or even on the phone. It may be “easier” and “faster” to build a virtual relationship, but is it better?
One of the most powerful and underappreciated ways to build tangible, long-lasting business relationships is through tradeshows and conferences. In the B2B world, people attend such events because it’s relevant to their business. They are interested in the content or the products on display. In essence, they have pre-qualified themselves as leads.
How often do you get the opportunity to sit down face-to-face with a customer or prospect? More important, what is your goal when you do get that chance? A sale is always the first goal, but there is a lot that goes into getting the sale and this is where face-to-face interaction is essential. A big part of the sales process is sharing information that benefits your client or prospect. You can email it, create a slick multi-media presentation or even host a virtual conference. But when you are face-to-face you see how your customer reacts. You can gauge whether or not the information you are sharing is of real interest or not. You can ask questions to understand your client’s needs and solve their business challenges. You can build trust.
Hanley Wood has been producing trade shows, custom events and media branded conferences for over twenty years. I can personally attest to the fact that our customers consistently tell us they get real value from exhibiting, sponsoring and attending. Tradeshows and conferences facilitate the critical exchange between buyers and sellers, and you simply cannot get that level of personal interaction with an email.
As always, I am eager to hear from you. Please contact me at firstname.lastname@example.org
Here are a few articles I recommend:
Face-to-Face Meetings Build Trust – and Your Brand
The ROI Blog – Omnience
What’s the value of face-to-face, physical events versus other methods of marketing? Face-to-face communication plays a major role in establishing trust between buyers and suppliers.
Social Strategy for Business – Don’t Just Do Social Be Social
The Huffington Post
If your goal is to grow your business in today’s economy, you’ll need to find a balance between virtual and face to face communication. You will also need to assess your priorities and find solutions that will help both you and your clients communicate more effectively.
16 Powerful Stats on the Value of Trade Shows
Trade Show News Network
81% of trade show attendees have buying authority. Which means more than 4 out of 5 people walking the aisles are potential customers for exhibitors.