The Power of Face to Face

It’s been said that “a desk is a dangerous place from which to view the world.” A recent newspaper article and a long-ago television commercial reinforce this notion.

In a Wall Street Journal article titled “This Fed President Is Ditching His Desk,” Richmond Fed President Tom Barkin describes his approach to understanding factors impacting the regional economy in his area of responsibility. He goes out and talks to people, meeting with and interviewing business owners and managers in a variety of industries. His method is relaxed but not random. He probes, prods, and follows one question with another, each designed to understand not only what business leaders are planning to do, but why and when. All designed to gather real-time economic intelligence at a grass roots level. A former McKinsey consultant, Barkin is adept at collecting feedback in a structured, purposeful way and interpreting the responses, looking for patterns and distortions.

The idea of getting out and talking with people is not new but in our time of digital communication, it’s often overlooked. And it is especially useful with customers.

A United Airlines television ad from some years ago hammers home this point. It features a business owner addressing his team members. He tells them of a phone call he received that morning from a long-time customer. “He fired us, after 20 years. He fired us. Said he didn’t know us anymore. I think I know why” was his opening line. He goes on to tell his team that they, and he, had become a bit too casual in how they communicate with their customers, leaving some with the impression that they weren’t as interested in them as they once were. “Phone calls, a fax…,” (ok, so today that’s probably an email or a text message) had taken the place of face-to-face conversations. He hands out plane tickets to each team member, telling them they are to go and meet with their customers. As he’s walking out, he’s asked where he’s headed. “To visit that old friend who fired us this morning….”

This message this ad brings is perhaps more relevant to business owners and CEOs today than when it first aired decades ago. Ask yourself this: When is the last time you went to visit your customers, face to face? They’re too busy to see you? Ask anyway. Not sure what you would say? Start with “thank you!”

In a research study conducted by NAPL economists, printing company owners were asked what they needed and wanted most from their suppliers (of equipment, machinery, technology, and consumables). New automation, advances in technology, and delivery times were among the many items reported. Near the top of the list? These customers reported that they didn’t see their sales rep as often as they once did. Economic pressures and enhanced communication options had gradually taken the place of face-to-face meetings, in which customers found great value and enjoyed learning about new developments and just “talking shop.” What would your customers say?

For more actionable ways to advance your customer relationships and to build new ones, contact me at joe@ajstrategy.com or visit my website at ajstrategy.com   

The preceding content was provided by a contributor unaffiliated with Printing Impressions. The views expressed within may not directly reflect the thoughts or opinions of the staff of Printing Impressions. Artificial Intelligence may have been used in part to create or edit this content.