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The Case For Face-to-Face: Business Meetings
The Case For Face-to-Face: Business Meetings
Figure 1. Compared to January 2008, how Figure 2. Compared to January 2008, how has Figure 3. Which type of business meetings do you
frequently do you travel for business purposes? your company’s use of technology to conduct or prefer?
access business meetings remotely changed?
2%
3% 1%
3%
6%
17% 16%
34%
35%
33%
42%
84%
24%
More social interaction, ability to bond with co-workers/clients More flexibility in location and timing
75 76
Less opportunity for unnecessary distraction Ability to archive sessions for later viewing
40 49
Other
5
relationships (85%), the ability to “read” another person accountability (79%), and decision-making (82%). When
(77%), and greater social interaction (75%). (Fig. 4) Those web-, video- and teleconferences were preferred, it was
who favored virtual meetings took more of a bottom-line
approach, saying they saved them time (92%) and money Ritz-Carlton Reaches Out
(88%), or offered greater location flexibility (76%). (Fig. 5) Companies catering to business travelers know better than to idle their
“The art of negotiation takes the kind of nuance that is engines during an economic downturn. In July 2009, the Ritz-Carlton Hotel
only present in an in-person meeting,” noted Dan L’Ecuyer, Company launched “Meetings Within Reach,” a value-added opportunity
vice president of sales and marketing at CSP Technologies, for organizers of on-site seminars, executive retreats and other corporate
a developer of packaging solutions. “I don’t think you can events. The message was, “It’s Not Extravagant, If It Produces Results.”
really get at strategies without face-to-face time.” Ritz-Carlton also knows better than to fight against the rise of technol-
ogy. In fact, the luxury hotel chain is actively seeking the productive middle
Face-to-face provides deeper engagement ground between face time and remote meetings.
In the survey, respondents were asked to choose the According to Bruce Himelstein, Ritz-Carlton’s senior vice president of
meeting method that was most conducive to fostering a sales and marketing, “We are providing these [remote meeting] services
certain business action or outcome. (Fig. 6) Throughout, to customers who require the technical facilities and know-how to conduct
executives preferred face-to-face meetings when the conferences this way. There has always been a need to include individuals
decision-making process was fluid, requiring the kind of via telecasting who are unable to make a business gathering.”
give-and-take typical of complex decisions and sales. For But, he added, technology can never replace the “traditional methods
example, respondents said face-to-face meetings are best of dealing with people in person, as opposed to across cyberspace.”
for persuasion (91%), leadership (87%), engagement (86%),
Leadership
Bonding, inspiration and other intangibles
87 5 5 3
There’s more to a business meeting than closing the deal.
Engagement The benefits of in-person social interaction—from bonding
85 6 5 4 with co-workers to using time at the pool or café to cement
Inspiration a client relationship—are among the more subtle, less mea-
85 7 5 3 surable advantages executives cited. (Fig. 7)
Decision making
According to John Russell, chief executive of NYLO
82 8 6 4
Hotels and former chairman of the American Hotel &
Lodging Association, “People don’t want to sit in their
Accountability
office looking at each other on computer screens. That per-
79 10 7 4
sonal interaction—getting together to talk over dinner,
Candor drinks or a cup of coffee—is the foundation on which busi-
78 10 7 5 ness relationships are built. It’s what drives business.”
Focus
75 13 8 4
Clarity
74 14 9 3
Las Vegas Beats the Odds
At a town hall meeting in February 2009, President Obama chided business
Brainstorming leaders for what he perceived as extravagant spending. “You can’t get corpo-
73 11 9 7
rate jets,” he said, “you can’t go take a trip to Las Vegas or go down to the
Strategy Super Bowl on the taxpayer’s dime.” The President was referring to compa-
73 12 10 5 nies receiving federal assistance, but his words were felt across the business
Reaching a consensus travel industry.
71 10 10 9 If there was a chill, it was short-lived. Few executives will choose remote
handshakes over face time.
Urgency
“Virtual meetings have been around for a long time now,” said
49 14 10 27
Rossi Ralenkotter, president and CEO of the Las Vegas Convention and
Data presentation Visitors Authority, but “you cannot replace direct interaction with a client.
37 44 16 3
Technological advances have helped companies in establishing contact with
Information dissemination potential new clients, but they always send someone in person to initiate or
32 43 14 11 establish the relationship and close the deal.”
Shortly after making that comment, President Obama visited Las Vegas.
0% 50% 100%
According to Mr. Ralenkotter, he “attended to business while he was here.”
• Face-to-face • Webconference • Videoconference • Teleconference
42 38 13 6
0% 50% 100%
“Down” time at in-person conferences builds stronger client bonds.
38 43 14 4
• Strongly agree
• Somewhat agree
• Neither agree nor disagree
0% 50% 100%
• Somewhat disagree
• Strongly agree • Strongly disagree
• Somewhat agree
• Neither agree nor disagree
• Somewhat disagree Figure 9. Which do you think best represents the ideal meeting/conference
• Strongly disagree execution strategy?
Methodology
This study is based on a survey of 760 business executives conducted by Forbes Insights in June 2009. Half the respondents represented small businesses (under
100 employees), while 20% were from midsized businesses (100-999 employees), and 30% were from enterprises (1000-plus employees). In terms of title, 48% of
respondents were either owners or c-level executives.