In March of 2020, COVID-19 caused a major upheaval in everybody’s life. Most things shut down and our lives changed drastically, virtually overnight. I was a guy that was on a minimum of 200 flights per year before COVID. I joke that the only person in my life who had a bigger adjustment to make due to COVID than me was my wife!! Due to necessity, we all pivoted in some way or the other. We all tried to make better use of technology to stay in contact with our customers. FaceTime, webinars, and Teams Meetings became the norm and a new buzzword arrived on the scene: Virtual Meetings.
Over the next several months, all anybody heard was that face-to-face meetings were a thing of the past. Virtual interaction was what buyers wanted; they did not see any value in face-to-face meetings going forward. The way salespeople were going to work was changing, and there would be no return to the old normal. The truth is that none of us knew what to expect. Everything was changing and we all adapted on the fly. COVID did not and would not end. Society is learning to live with COVID. Personally speaking, my old life is starting to come back. Over the past few months, I’ve flown all over the country speaking to groups at different events, and one sentiment that is being expressed at all these events is “I’m so glad to be getting out and seeing people face-to-face again” and “I hope to never have to engage in another virtual meeting.”
The world has not made a permanent switch to virtual interaction in business. People want to engage with each other face to face. Granted, it’s cheaper, easier, and saves more time to meet virtually, and companies did see a positive impact to the bottom line with all the money saved by not hosting or attending face-to-face meetings and events. So why have we seen a gradual shift back to face to face meetings? The answer is simple: humans crave personal interaction. That finding is among those in the book “Social” by scientist Matthew Lieberman, who makes the case that our need to connect is as fundamental to our survival as our need for food and water.
Connection is the experience of oneness. It’s having shared experiences, relatable feelings, or similar ideas. When you’re watching a sporting event with your friends, you’re experiencing connection. When you gather with your family for dinner or attend a religious service, you’re experiencing connection. When you discover you have something in common with another person, you’re experiencing connection. There are so many parts of our “old professional life” that many of us took for granted. At Trade Shows, for instance, we’d stand around the booth, or wander up and down an aisle internally debating the value of our attendance at the event.
There seems to be a new zest for face-to-face interaction in our “new professional life.” We share an appreciation for the opportunity to see, interact, connect, and, in many instances, re-connect with business associates up close and personal. I realize this probably won’t last. In a few months, we may find ourselves right back into the “taking these things for granted” rut. My advice: make the most of these opportunities while they still seem fresh. Make an extra effort to engage and connect with people face to face. Battle the urge of complacency and see these opportunities as precious. Who knows, it can all be taken away from us again at any moment. Carpe Diem (Seize the Day) and Happy Selling!!
