The Advantages and Disadvantages of Face-to-Face Communication

Most salespeople would agree face-to-face meetings are the most effective way to make a sale. It’s a tactic that has proven itself over decades and not even digital communications have been able to change that. Are face-to-face meeting really that effective, and are there any downsides?

In a recent study published in the Harvard Business Review, Vanessa K. Bohns presented evidence that face-to-face requests are 34 times more effective than email requests. This is a compelling argument for abandoning lazy email circulars and getting on the phone to set up face-to-face meetings. But is there a dark side?

Dark side

Although the impact might be greater, face-to-face meetings shouldn’t always be the preferred route for routine requests. Unless the request being discussed face-to-face is also 34 times more valid than a request sent by email, perhaps an email will do. There is a danger that you can be perceived as coercing which can lead to less desirable outcomes.

Bohns also refers to a New York Times article she wrote in 2014 in which she acknowledges the dark side of a face-to-face approach. ‘In essence,’ she says, ‘people will often agree to things they find uncomfortable, because it is even more uncomfortable to say ‘no’ face-to-face.’

Fudge

People who prefer face-to-face meeting often don’t like to put things in black and white. It’s also often the preferred communication method for those who have time to spare and are good at getting results face-to-face.

Some people and some situations will benefit more from an email since there is less room for misunderstanding. Face-to-face meetings are sometimes used by those who like to move goalposts. If it has been agreed in writing, by email, it is more difficult to fudge.

When choosing for a face-to-face meeting, an email or phone call, keep in mind what you’re trying to achieve, who you’re talking to and what you’re good at.