However, it could be suggested that new technology is actually hindering business relationships.

Many people turn to technology instead of traditional meetings due to the speed and ease it creates; but while quick and easy, technology alone does not help to create strong and successful business relationships. 

PROMOTA member Lloyd Simpson, managing director of LSi Ltd, said: "For a business to succeed fully in the promotional merchandise marketplace, it sometimes pays to go back to basics."

If we strip away the modern technology and really go ‘back to basics', we are left with the traditional face-to-face meeting which still has many benefits for business.

Roddy Rutland, managing director of Headwear UK, said: "I am the managing director of my company and yet I spend nearly 80 per cent of my time on the road. I know the value of spending time with customers, even if it is just 20 minutes, but it is time better spent than on the phone.

"Meeting with a customer will always produce other opportunities for business that may not have happened over the phone or by email - in order to know what's out there you need to get out and meet your customers."  

Even though attending a meeting rather than making a call may mean travelling some distance, the act of meeting someone in person shows dedication and enthusiasm to a customer or potential customer.

Les Wright, managing director of Falcon Promotions, said: "The benefits of meeting with a customer are endless, especially in relation to customer care. Building strong business contacts is very important - the key is to make them feel looked after.

"Personal contact is very important in business, and is something which modern technology can not re-create."

This personal nature of face-to-face meetings also helps both parties to understand what is being said. Responsiveness is very important in business, especially when deadlines and other major decisions are involved. At a meeting, questions can be asked and answered there and then to ensure that the purpose and content is completely clear.

It is clear that ‘one on one' time is very important, but larger ‘meet and greet' events such as shows and exhibitions provide ideal opportunities for face-to-face meetings in the promotional merchandise industry. In busy schedules, there are times when technology just doesn't do the job and trade events provide great opportunities to meet up with industry peers and customers.

Trade shows and exhibitions are a useful tool for promotional merchandise companies. These are great places to show off new products - being able to show someone a sample may be the action that wins them over.

Paul Yates, managing director of Peter Yates Leathergoods, understands this concept for his business. He said: "Where possible, we encourage our customers to meet with us in person, rather than communicate ‘remotely'. Particularly with leathergoods, but also with any other promotional product, the best photo in the world is no match for seeing, smelling and touching the real thing!"

The International PROMOTA Show, which is being held in March 2010, will be an ideal arena for deals to be made, products to be viewed, business relationships to be forged and solutions to problems found - all of this is made much easier when the conversation is carried out in person.

As quoted in Forbes Insights 2009, after a survey as to what meeting in person provides for business, it was made clear that "face-to-face meetings are best for persuasion (91%), leadership (87%), engagement (67%), accountability (79%) and decision making (82%)".

Visitors and exhibitors at the International PROMOTA Show will be able to make the most out of spending a day with industry peers, discussing business opportunities and viewing products.

However, it can be argued that new technology is stepping up to meet the face-to-face meeting and that video conferencing has tried to re-create it. Through video conferencing emotion, facial expression and tone can all be conveyed. However, this method of communication is still remote and is not as personal as a true face-to-face meeting; video conferencing could be used as an option but not a replacement for personal meetings. 

A face-to-face meeting is a lot more interactive than a phone or email conversation. Being able to see the person you are talking to often makes the whole thing a lot easier, as facial expressions, eye contact and body language help with general understanding. Even though modern technology has tried to mimic human expression through ‘smilies' or other ‘emoticons' - these may be suitable for social use, but they are not really appropriate in business terms.  

While email and conference calls do have their place, interacting and meeting with people is clearly critical in business. Even if it is a once a week, month or year that you meet with business associates or customers, at least you have had the opportunity to sit down with that person to hear and see what they are all about.

For more information about PROMOTA and the PROMOTA Show visit www.promota.co.uk

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