The Importance of People-Psychology in the Era of In-Person Work — Emily Salzman
The significance of in-person interactions in the workplace is often underestimated in our increasingly remote work environment. As remote work and its flexibility have become more prevalent, the value of direct, face-to-face connections has been overshadowed. The COVID-19 pandemic accelerated this shift, demonstrating that technology could sustain productivity while working from home. However, this raises an important question: are we truly achieving greater productivity, or have we sacrificed crucial investments in people for efficiency, potentially missing out on significant opportunities? While remote work offers undeniable convenience, the benefits of face-to-face engagement — particularly in areas such as sales and career advancement — remain unmatched. Understanding the underlying psychology of in-person interactions is essential for fostering meaningful connections and achieving professional success.
Humans are inherently social creatures, wired to connect on a neurobiological level. The physical presence of other human beings triggers biological responses in our brains, including the release of oxytocin, which fosters trust and bonding, the activation of mirror neurons that aid in empathy and understanding, and the production of dopamine, which reinforces the pleasure of social interaction. Additionally, in-person contact can reduce cortisol levels, lowering stress and promoting well-being. Non-verbal communication, processed by our brains, plays a crucial role in understanding and connecting with others. These neurobiological processes underscore the deep-rooted need for face-to-face interactions in building strong, meaningful relationships.
Empathy and trust are crucial for connecting a salesperson and a customer in sales. The salesperson must empathize with the customer’s needs and pain points to offer effective solutions. The customer, in turn, must trust their sales partner to establish a meaningful working relationship. These feelings of trust and empathy are more effectively conveyed through body language, eye contact, real-time conversation, and intuitive “gut feelings.” In reality, there is a neurobiological impact occurring during in-person interactions that strengthens these bonds. Such emotions are challenging to achieve virtually, highlighting the importance of in-person interactions in sales.
For instance, during my tenure in our retail channel, one of my primary objectives was to secure a major deal with a tier-2 retail group capable of handling a significant volume of our products. When I inherited these accounts, it quickly became apparent that we lacked the customer’s trust and they were skeptical about our ability to deliver. Despite numerous Zoom calls and unanswered emails over six months, progress remained stagnant.
The breakthrough came during our annual in-person event in Dallas. For a week, we conducted extensive pitches, addressed their pain points, and built rapport through shared meals and drinks. This face-to-face engagement allowed us to build trust and connect on a level that remote interactions had failed to achieve. By the end of the week, we had crafted a mutually beneficial solution that resulted in a $5 million increase in annual revenue.
This experience highlights how trust and empathy, cultivated through in-person interactions, can overcome obstacles and close deals that had previously stalled. In hindsight, an initial face-to-face meeting would have saved us considerable time and effort. Once this foundation was established, we transitioned back to virtual meetings to continue growing the business from our home offices. Nevertheless, it was the initial in-person interaction that proved crucial in securing the deal and demonstrating the enduring value of face-to-face engagement.
Being in person is also critical for career advancement, despite the field you are in. Whether you’re networking for a new strategy role or aiming for the head engineering position, strong relationships with advocates who can support your ascent are crucial. In-person interactions and shared experiences naturally and more effectively strengthen these relationships compared to virtual connections. Ultimately, people advocate for those they like.
Conversely, remote work offers significant cost savings by reducing travel expenses and allowing companies to cut back on physical office space. During the pandemic, many companies eliminated travel budgets and, having found success with remote work, shifted to a fully remote model. This resulted in stronger bottom lines, enabling businesses to reallocate funds to other areas. We learned to operate effectively without the historically necessary in-person meetings. However, post-pandemic, many companies have struggled to justify reallocating those budgets back to pre-COVID levels due to the appealing financial savings.
But are these cost savings coming at the expense of closing large deals or fostering effective collaboration that drives innovation? Are we sacrificing new connections, introductions, and collaborations for a few points on the bottom line, potentially missing out on incremental business growth that scales the top line? It’s crucial to evaluate whether our organizations are making the right investments to balance financial efficiency with the benefits of in-person interactions.
To navigate the complexities of the modern work environment, it is crucial to find a balance between remote and in-person interactions. The cost savings associated with remote work are significant, but they should not come at the expense of building strong, personal connections that drive business success and career growth. In-person meetings, networking events, and travel budgets play a vital role in enhancing professional relationships and advancing careers. As we adapt to a hybrid world, advocating for the continued value of face-to-face interactions will be key. Recognizing and investing in human capital will ensure that both individual and organizational goals are met, fostering a work environment that thrives on both efficiency and meaningful human connections.
Emily Salzman champions community and business growth with a proven track record as a catalyst. She excels in fostering expansion through strong relationships and co-founded the “FENIX” professional network, advocating for women’s empowerment.Emily’s experience spans diverse roles, showcasing her expertise in fostering expansion and her commitment to wellness and community development.
Connect with Emily on LinkedIn.
