Anu Saxen, Director, SBA Halton
Reflecting on my Finnbuild experience in October, it’s clear that the event’s meaning extends far beyond sales. Indeed, this year’s expo was another testament to the power of physical, real-life connections. Standing side-by-side with colleagues, clients, and partners, I was reminded of how crucial these in-person exchanges are for building trust.
In the post-COVID world, virtual meetings and remote work have become the new normal. Digital technology makes online encounters smooth and efficient. Many of us have welcomed the reduced need for travel and commuting. Still, human connection that comes from being physically present holds unparalleled power.
Research also supports what we know instinctively: face-to-face meetings are critical in in creating trust and strong relationships, perhaps especially in B2B industries like ours.
Magic in the air
One landmark study by UCLA revealed that words account for only 7 percent of our message, while 38 percent is credited to vocal elements and 55 to facial cues. This means 93 percent of our messaging is non-verbal!
A study published in Harvard Business Review concluded that face-to-face requests are 34 times more effective than those made via email. According to the researchers, people tend to overestimate the power of written communication and underestimate the power of personal interaction.
Events like Finnbuild exemplify these findings in action. As conversations progress at our booth, attendees who start as strangers leave as potential partners. Sometimes this transformation is almost magical. It is a great reminder of why we keep attending Finnbuild and other events again and again. This is the reason Halton participates dozens of events and tradeshows around the world every year.
Building trust through real-life interactions has become even more crucial as global partnerships grow increasingly complex and decision-making involves multiple stakeholders. Our industry, focused on indoor environments, has high stakes. Clients trust us to deliver solutions that are not only technically sound but also support the well-being and safety of their employees and customers.
That same Harvard Business Review study showed that partners who meet in person at the start of a collaboration are more likely to stay committed and reach successful outcomes than those who only interact digitally. I’m not surprised. No technology can ever replace the impact of a smile or handshake.
Will AI replace you?
Although we like to think we are rational beings, a lot goes on under the hood. Trust is much more than reasoning. As we humans evolved as a species, face-to-face was the only means of interchange for hundreds of thousands of years. We literally grew into interpreting each others’ facial and physical expressions and became very good at that. Face-to-face interactions allowed early humans to form alliances for survival. The primal need to read other people remains relevant, even in modern business.
At present, we are on the brink of a new era of technology-assisted communication. Perhaps, in the near future, we can let AI-powered digital twins take care of some communications altogether. Some experts say that “AI replicas” can theoretically learn a person’s communication style, knowledge, decision-making processes, and even emotions. AI could then have discussions with other people on our behalf.
Whatever lies ahead, I hope we never forget the value of real connection. That’s what makes us human after all.
