With the advent of electronic communication, the business world experienced a radical boom. Businesses that previously relied on phone calls and mailers for marketing and customer service switched to mass emails, flashy websites, trendy blogs, social media, and instant communication via mobile devices. Covering so much ground with so little effort enables companies to expediently serve a wide base of customers and clients with less work output.  And, of course, it increases speed and productivity. Win-win!

All of this is very good news. Except. . . there comes a point when the digital touch isn’t enough. When customers would rather have the personal touch. The fact is – most people buy from and stay with people they like and trust. It’s the premise of sales! Think of the last big-item purchase you made, whether it was a refrigerator or a car. Who was your sales person? How did their warmth, their personality, their presence affect your purchase? And what if you’d been turned off by them for some inexplicable (or explicable!)? Surely, that would’ve impacted your purchase decision.

While we can still woo and win and maintain our customers electronically (there’s no rule that says you can’t like and trust someone remotely!), statistics prove that customers need some face time with their representatives. For this reason, face-to-face marketing is now the NUMBER ONE business-to-business marketing medium. On top of that, face-to-face marketing lets you KNOW you’ve made contact with your clients. After all, emails get spammed, phone calls get filtered, voicemails go unreturned, and advertising gets ignored and recycled.

Maybe you are most comfortable with marketing and sales behind the screen. Maybe you dread hob-knobbing with people and the anxiety you feel from your goal of winning them over or keeping them loyal to your business. Well, more good news! A little goes a long way in face-to-face marketing, and you just need to sprinkle It in. It’s the salt on the meal, not the meat and potatoes!

Connect with your audience by making a big brand impact, showcasing new products or giving hands-on demos or presentations. Learn more by downloading our free brochure on Skyline's Inline Exhibits Portable & Modular Exhibits for Trade Shows and Events!

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So what does successful face-to-face marketing look like and how do you implement it?: 

1.  The Right Plan - The first part is simple. Just decide what you want to do and how you’re going to do it. What are your goals? What do you want to offer prospects and clients? How will you deliver it? The planning phase is awesome because you can brainstorm anything and everything, but you don’t have to commit to it. You can mull it over, think about how you feel about different aspects of it, come to a reasoned decision. A good plan is worth the time, and it’s the foundation for follow through and success.r. 

2. The Right Opportunity  - Pick the best time and place to meet and greet your customers. Carefully, thoughtfully, wisely choose the BEST shows or events. The best, not just the good ones. Someone once said, “The good is the enemy of the best.” And how true that it. Don’t find yourself at the second-best opportunity! Plan to succeed. Find out which events your current customers are attending. Just ask them, and ask them why they go to them. Armed with this data, you can make an informed decision about where to meet the most and best clients and potentials without spreading yourself too thin.

3. The Right Presence - Your own personal presence is your bread and butter. Having a superb booth with professional, inviting graphics and all the bells and whistles makes a stellar impression on your potentials, but it doesn’t make anyone feel like you KNOW them. People want to know who you are, what you do, why you care and they want to be known, too. They want to see you, shake your hand, make eye contact with you, and get a feel for the person they are trusting with their business. Don’t underestimate the power of a warm handshake: according to Beckman Institute, new neuroscience research shows that strangers form a more positive impression of people who offer a handshake at an initial greeting. 

4. The Right Partner  - Nowhere does it say that you have to go it alone. If face-to-face marketing feels overwhelming to you, find a partner or two to balance out the load and responsibility. Make sure your partners reliable, of course, but also look for people who complement you. Maybe you’re the funny one and you need a someone more serious-minded. Or maybe you tend toward introversion and you need someone gabbier and more outgoing. A three-stranded cord is stronger than two, so grab the support and help you need to make a great impression.

5. The Right Follow-up - Once you’ve built visibility with a client, you’ll want to strike while the iron is hot. Follow up with that person, reassure them that you enjoyed the face-to-face, express your gratitude for their time, and inquire about any further needs they might have. This ONE tip might make the difference in someone leaving your company and someone sticking around because you’ve made a personal connection. You’ve given the customer a taste of the kind of dedication and care you have for them. Consequently, this is the kind of treatment that people tell their friends about. And positive word of mouth is the most reliable, and budget-friendly, kind of advertising there is!

Speaking of budgets, face-to-face marketing can be one of the most fiscally responsible forms of marketing. Far from spending advertising dollars or amassing printing costs, your personal connection is building lasting relationships with people.  In the current business climate, it is the best way to maintain productivity. There’s no better way to garner trust and loyalty than a human connection!.

Connect with your audience by making a big brand impact, showcasing new products or giving hands-on demos or presentations. Learn more by downloading our free brochure on Skyline's Inline Exhibits Portable & Modular Exhibits for Trade Shows and Events!

This article was inspired by "Face -to-Face Marketing: Why it Matters Now More Than Ever" by Rob Backstrom, and first appeared at www.skyline.com