I've been working in the tech industry and startups for my entire career, and one thing I can tell you is this: even with all the changes brought about by new technologies and a younger generation accustomed to virtual environments, nothing builds a stronger relationship than in-person meetings.

Research indicates that in-person interactions can trigger the release of dopamine, a neurotransmitter associated with pleasure and reward, thereby strengthening social bonds. A study published in Nature Human Behavior found that dopamine levels are generally higher when individuals interact with another person compared to a computer. This suggests that face-to-face engagements may enhance social connections through increased dopamine activity.

Chemistry aside, simply put, "pressing the flesh" is one of the most effective ways to build relationships and leave a lasting impression. So, let me ask: How many of you agree that in-person meetings foster deeper connections, enhance non-verbal communication, and ultimately lead to better results?

Last month, I attended a regional investor networking event at a business club in Washington, D.C. The room was filled with investors, local business leaders, and representatives from presenting companies. The atmosphere was lively, with people chatting, snacking, and even enjoying the occasional adult beverage. Similar events take place in cities, countries, or industries on any given day. From the moment I put on my name badge, I felt energized. Shaking hands, making small talk, meeting new people, and hearing their ambitions provided fertile ground for new connections. It also served as a natural filtering mechanism—I could quickly gauge a person's sincerity through their body language and demeanor. First impressions matter, and in the 3-dimensional space of real-time interaction, we humans are remarkably skilled at forming judgments.

I read an article in the Wall Street Journal today¹ titled “Young Executives Shun Old Sales Methods.” The research highlighted that many younger executives are hesitant to pick up the phone, instead favoring text messaging and LinkedIn as their primary forms of communication. I understand why. These days, an unfamiliar phone number is more likely to be a robocall (or recently, a political “survey”), and our inboxes are flooded with AI-generated spam, almost pushing us toward alternative channels. It’s also much easier to send a quick direct message at a time that suits you rather than trying to coordinate a one-on-one conversation.

The article rightly addresses the hyper-competitive, ROI-driven nature of today’s business landscape, where everyone has instant access to the data needed to map the competitive environment of any product or service. It suggested that facts and figures matter more than the medium through which they are delivered. The piece argued that for many executives, a social engagement is seen as less effective than an intense, data-driven outreach.

I’m not entirely convinced, and here’s why:

1. Given two equal outcomes, people generally prefer to do business with those they know and like.
2. In complex industries with multifaceted problems, multiple stakeholder engagements are often necessary to build buy-in and relying mainly on digital tools can easily introduce timing delays that distort the message.
3. Executive leaders tend to take in-person meetings more seriously, preparing more thoroughly and committing more fully.

In my view, if you can secure an in-person meeting, seize the opportunity. Get on a plane, attend the conference in person, and seek out meetups. There’s simply no substitute for a warm handshake; your body’s chemistry confirms it.

Jeff Musa is a Strategic Advisor for The Last Business Card, a company focused on supporting in-person relationship building using a durable plastic Tap Card that looks like a credit card but, when tapped to another person's phone, brings them to your digital Professional Contact Page. It allows you to build on the warm in person meeting and make it last by connecting it with your preferred communication medium, whether text, phone, email, or social media.

¹ Staley, O (2024, November 11) Young Executives Shun Old Sales Methods, Wall Street Journal