‘Anyone fancy joining me on a hike up Camelback Mountain?’
I was in Phoenix, Arizona, standing in a crowded lift with a group of strangers at a Forrester networking event. I’d arrived a day earlier and been trying to persuade one of my colleagues to go with me. No takers.
But in that crowded elevator, to my considerable relief, someone said, ‘Sure, I’ll go’. We swapped emails and set off the next morning — chatting and hiking our way to the summit as the sun rose over the Arizona desert.
Aside from realizing I probably need to get in better shape, that experience got me thinking about the importance of face-to-face connection when we’re networking — and why we should try to carve out more of it.
The value of in-person interaction.
There’s an old adage that 90% of communication is nonverbal. While that might not be wholly accurate, there’s certainly truth to the idea that meeting with someone in person is much more impactful than an introduction email, or a few minutes of awkward chat via video call.
But what makes face-to-face interaction so impactful? Here are three benefits I’ve found when networking.
Easier communication.
If you’re anything like me, you spend a big chunk of your week on video calls. And you’ll probably appreciate how they force us all to have certain kinds of conversations.
The sluggish Wi-Fi, the structured start-end times, the overwhelming grid of faces that can strike fear into the heart of every living introvert.
It can be difficult to engage in meaningful conversation when we’re not in the same room together. But face-to-face communication is much more frictionless, allowing for more non-verbal cues, immediate feedback, and a more natural flow of conversation.
That’s why those small, spontaneous moments of connection often feel strained or absent in virtual settings.
More memorable interactions.
Not only does face-to-face communication make conversation flow more naturally, but it’s also more memorable than an email or online chat.
That’s because shared experiences create stronger, more complex and multifaceted memories, enriched by social interactions, emotions, and the unique perspectives of those involved.
Let’s take the person I went on a hike with, for example. We may not have agreed to any business deals (that wasn’t the point), but we did get to know each other on a personal level. Down the road, if their company puts out an RFP, who are they more likely to remember: the person they shared a real-world experience with or someone who introduced themselves via email?
Greater emotional engagement.
According to clinical psychologist Sherry Walling, mirror neurons in the human brain are strongly activated during in-person interactions. This neural response causes our bodies and emotions to align with those of the people around us, creating a mutual, biologically driven connection, which is difficult to replicate in virtual meetings.
What this means is that when we meet other people face-to-face, our brains create an emotional connection to them, whether we’re aware of it or not. This connection can help facilitate impactful business relationships by building trust, enhancing empathy, and improving communication — factors that are often harder to cultivate through screens alone.
We all typically follow the path of least resistance. Is it easier to meet someone via video call or introduce yourself via email? In both cases, of course, it is. But when we choose convenience over connection, we miss the chance to lay the foundation for the kind of authentic relationships that drive lasting business success.
So what can we do about all this?
Digital tools are here to stay — and they serve a purpose. But next time you have the option to attend a conference, grab coffee with a client, or even just chat with a colleague in person, take it. Real-world interactions might take more effort, but they also offer more value. Whether it’s a hike, a hallway chat, or a lunch meetup, those moments can spark the kinds of connections that no screen ever could.