Is the Decline of In-Person Meetings Costing Us Sales?

In my conversations this week with MDs and business owners in the B2B events industry, one recurring theme stood out: Are we missing out on sales revenue by not meeting clients in person?

There’s a strong argument that face-to-face interactions foster trust, deepen relationships, and ultimately lead to more closed deals. But despite these benefits, fewer salespeople are arranging in-person meetings. Why?

What’s Holding Event Sales Teams Back?

1. Cultural Shifts – The pandemic reshaped the way we interact, with digital-first approaches becoming the norm. Many sponsorship sales teams now default to virtual meetings without questioning whether in-person engagement could yield better results.
2. Inertia Since 2020 – In-person meetings haven’t been standard practice for years, and for many, the habit has simply faded. If it’s working “well enough” remotely, why change?
3. Cost Factors – Travel and accommodation expenses add up. Companies have been cutting budgets, and many question the ROI of face-to-face meetings versus digital alternatives.
4. Time & Efficiency – A 30-minute Zoom call can replace hours of travel, allowing sales teams to engage with more prospects in a day. But are we prioritising efficiency over effectiveness?
5. Confidence & Experience – Many newer sales professionals have never relied on in-person meetings. Without exposure and training, they may feel uncomfortable leading face-to-face discussions.

Encouraging More In-Person Client Meetings

If we believe in-person engagement drives more revenue, how do we reintroduce it effectively?

• Start Small – Encourage sales teams to selectively prioritise key accounts or high-potential prospects for in-person meetings.
• Measure Impact – Compare conversion rates between in-person and digital interactions to determine real value.
• Upskill Sales Teams – Provide training on how to maximise in-person meetings, from body language to building rapport.
• Hybrid Approach – Balance digital efficiency with strategic face-to-face interactions where the impact is highest.
• Budget for Success – Allocate resources wisely, focusing on quality over quantity.

In-person meetings aren’t dead, but they require a strategic approach in today’s business landscape. The question isn’t whether face-to-face interactions are valuable, it’s whether we’re using them effectively to maximise revenue.

I wonder how many sponsorship sales people in my network are booking in-person sales meetings or if they are still relying on digital conversations? Let me know.

About Jackson Barnes Recruitment