5 Ways Belly-to-Belly Meetings Are Better for Business

face to face meetings

Social media and other types of online networking have revolutionized business. You can connect with customers, clients and partners half way around the world.

But are there times when face to face, or as they are sometimes called, belly to belly meetings are still beneficial?

You bet, say members of the small business community.

Face to Face Meetings Accelerate Networking

First, career transition consultant and brand strategist Deborah Shane insists meeting people face to face accelerates the networking process.

She explains:

In 10 minutes I can learn more about someone, and they about me, in person than in six months online!

Plus Shane insists face to face meetings and online networking can work together. Each can drive the other strengthening the connection with someone you may have only known superficially.

If I meet you online and strike up an online relationship that has value and interest to me, then taking it offline is going to enhance that relationship and help it progress. If we meet in person, then staying connected online is going to enhance our relationship and help it progress until we meet in person again.

Meeting in Person Gives You a Broader Perspective

In addition, Shane says she can gain a broader perspective of a person when meeting face to face.

For example, a face to face conversation might more quickly help you and a person you are networking with find common ground as opposed to, say, liking their Facebook page.

Do you have common interests, hobbies, favorite books, shared peers, or even common life experiences? You could eventually find this out from having a look at favorite sites, shared connections or even a book review or personal anecdote posted on a blog.

But none of this is likely to happen as quickly as it will if you spend time just talking over lunch.

You can also put a plan in place to work together, finalize a course of action or decide on the next step in your business in only minutes in a face to face meeting, Shane said.

Face to Face Meetings Command our Full Attention

In the age of multitasking, social communication and even important business email is likely to be happening at the same time we’re proofreading the latest blog post, listening to a podcast, watching part of a video, etc.

This is another reason face to face meetings are still important, writes Rieva Lesonsky, quoting from research on the subject.

Multitasking makes it unlikely we will have long term memory of the things we see and hear. Face to face events on the other hand stimulate our cognitive functions resulting in greater open mindedness and creativity, Lesonsky writes.

Meeting in Person Engages the Emotions

Apparently, the most important thing brands want from social engagement — a “positive emotional experience” — can only be achieved face to face. Lesonky explains:

An event that involves interacting with other people in the flesh creates a positive emotional experience. Those positive emotions become attached to the companies involved in the event, as well as contributing to make attendees more open to new experiences.

If this is the reaction you want from those with whom you network, a “like” on Facebook may not be enough.

Face to Face Meeting Build Trust

But ultimately, the most important reason face to face meetings remain important is the trust factor.

According to the data, you can share information virtually, Lesonky explains. But building relationships requires closer interaction. Research shows relationships built face to face are stronger, Lesonky reports.

If this is the goal of your networking activities — and it certainly should be — then face to face meetings become even more important.

Face to Face Photo via Shutterstock


Shawn Hessinger Shawn Hessinger is the Executive Editor for Small Business Trends and a professional journalist with more than 20 years experience in traditional and digital media for trade publications and news sites. He is a member of the Society of Professional Journalists and has served as a beat reporter, columnist, editorial writer, bureau chief and managing editor for the Berks Mont Newspapers.

11 Reactions
  1. Thanks, Shawn.

    I love face to face meetings. I also like the fact that I can get to know people via social media first-before I meet them, face to face.

    The relationships that have been created in this way…for me-have worked out really well. I get to know people, usually for a few months, and then get to meet them at conferences etc.

    The Franchise King®

  2. That’s true, meet online first and then top it up with face to face in case you were dealing with a robot.

  3. The problem arises when a person is not that comfortable in meeting new people. But then again, they should not be marketers to begin with. Deals are closed faster if it is done face to face. Persuasion is hard to avoid when done personally than if it is done online.

  4. Face to face meetings are still important and reaches a more personal level than via the computer. More business deals are closed through face to face meetings.

  5. Loved the article and in the age of online the face to face or as Shawn says “belly to belly” approach is vitally important. It was mentioned about our EI and how important this is when it comes to building relationships and the trust that is needed for them to develop – interacting online does not always allow the full range of emotions to come into play. Face to face should always be part of your relationship building strategy – the same as social media is a part of your marketing strategy.