Why You Still Need A Handshake: How Relationships Drive Marketing In A Tech-Based Economy

Technology has revolutionized how we develop relationships: Online interactions are made with individuals we’ve never met, and conference calls often replace in-person meetings. Despite all the savvy tech at our fingertips, there’s one thing that can’t be achieved through a computer screen: personal connection. 

RUHM Luxury Marketing CEO Mark Fitzpatrick (above) has watched how tech has shifted what it means to be connected. With smartphone use on the rise (as much as 64%), long-distance relationships are becoming a norm. But relying solely on technology for communication means losing all the unspoken nuances present in face-to-face interaction. One study found that 70% of communication is body language, 23% is voice tone and inflection, and only 7% is your spoken words. Mark asks, how much quality communication are we really receiving if we eliminate its biggest factor? 

Mark isn't suggesting running away from technology; it's become a critical part of our way of life. Instead, Mark wants to reinforce the predecessor of social media: the handshake. While having a robust LinkedIn profile may confirm your credibility, there’s no technology that can replace a strong grip and warm smile to seal a deal. What’s more, beyond gaining new business, interpersonal relationships are just as important for sustaining business. Here are three reasons why:

1. You Can Build Credibility Through Likability

Mark says people do business with those they know, like and trust. Sure, your credibility may first be tested through an online search of you and your company, but that digital clout is just one piece of the puzzle. The biggest part of your credibility is determined by your likability. The opportunity to impress someone with how you handle yourself isn't possible in an email or even a Skype call. Furthermore, clients often prefer likable candidates to those with the most experience. Making time to meet with clients in person communicates they are a priority. Marks sees time as a currency, and says spending it on your clients will likely reap a handsome investment.

2. You Can Network To Make Lasting Connections

For Mark, networking isn't about selling yourself and your products; it’s about human connection. Successful networking will add to your business because you'll gain more quality relationships. In fact, 75% of all jobs come through referrals, meaning it’s time you prioritize your social currency to raise your financial currency. Maintaining those relationships requires a mix of technology and human interaction, whether it’s sending a handwritten thank-you note, taking your connection out to lunch or simply picking up the phone.  

3. You Can Keep Your Personal Brand Personable

Face-to-face meetings not only have been proven to reap mental and emotional benefits, but they also demonstrate leadership. One CEO put it this way: “If the point of business were simply to accomplish as many tasks as possible, then yes, an email would probably do. But that’s not what real leadership is about.” It’s about putting people first, instead of merely your own sense of speedy accomplishment. Because ultimately, personal branding doesn’t require self-promotion, it requires genuine connection and leadership. 

Good marketing may start with with Google or a LinkedIn profile, but it’s carried through by fostering those relationships with personal interactions that make them thrive. So here’s to handshakes—because there’s nothing more human than that. 

A special thanks to Mark Fitzpatrick for his work.