Video Calls Are Over

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In an era of instant interactions, where technology promises a more connected world, you’d think business would get simpler. From CRM platforms to conversational AI and video calls, everything seems designed to shorten sales cycles and optimize every step of the process. So why, in 2024, do I still crisscross the globe to meet my partners in person when a single click could launch a video call?

The answer lies in a core belief: complex business relies on deep human connections. Not on screens, not on isolated KPIs, but on the magic of real relationships.

If the pandemic taught us one thing, it’s that technology can keep things moving, but it will never replace the energy, trust, and emotion of a face-to-face exchange. And that’s precisely what transforms a mere deal into a lasting partnership.

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The Major Limitation of Video Calls

Let’s be honest: video calls have their perks. They’re quick, accessible, and cost-effective. But in complex sales, they come with a critical flaw: they kill emotion and spontaneity.

In my experience, a successful deal is rarely a purely rational transaction. It’s built on a delicate blend of intuition, chemistry, and mutual understanding. How do you convey that through a screen?

Here are the three key limitations I’ve encountered:

1. A lack of emotional nuance:
   Video calls strip away micro-expressions, gestures, and silences that build trust. A genuine smile or a moment of hesitation doesn’t resonate the same way through a webcam.
   

2. The absence of deep connection:
   Video meetings prioritize efficiency and eliminate the space for informal exchanges — a coffee chat, a shared laugh, or moments of genuine camaraderie that forge meaningful bonds.

3. Transactional, not transformational:
   The structured nature of a video call often confines conversations to a utilitarian framework: a problem, a solution. It leaves little room for emotions, dreams, or shared ambitions.

When I was leading Optimiz Construction, I learned this the hard way. Promising deals would mysteriously fall apart. The common denominator? The relationships had been initiated and developed through screens. That’s when I made a radical decision: real over virtual, human over transactional.

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How Human Connection Supercharges Performance

Since making this shift, the results have been undeniable:

• Boost in my closing rate after prioritizing in-person interactions.

• Deals closed in eight countries, often with initially skeptical counterparts who were won over by the depth of face-to-face exchanges.

• Long-term loyalty from partners, thanks to relationships built on trust and authenticity.

Why such a transformation? Because I’m not just selling a product or service. I’m offering a vision, an energy, an experience.

Meeting a prospect isn’t about "convincing" or "pitching." It’s about co-creating a shared human journey where our interests align, and every step of the process becomes a shared joy.

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The “Human Fit”: A Critical Factor in Complex Sales

In complex sales, success boils down to two things:

1. The value your product or service delivers.

2. The quality of the human relationship with stakeholders.

Why is the second point so crucial? Because 90% of the time, you need an internal ambassador to champion your project. And that ambassador can only succeed if you’ve managed to:

• Inspire them with your vision.

• Help them align that vision with the goals and KPIs of their organization.

Creating a human fit means turning a partner into an engaged ally, someone who will passionately and effectively advocate for your project — even when you’re not in the room. This can only happen when authenticity and shared values take precedence over mere transactional logic.

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My Approach: Authenticity, Emotion, and Real Connection

My method is built on three simple but powerful pillars:

1. Real-world interactions:
   I systematically prioritize in-person meetings. A lunch, a walk, or even a quick office visit is infinitely more impactful than a video call.

2. Emotion as a driver:
   Business relationships should never feel sterile. Sharing your emotions and listening deeply to those of others transforms every interaction into a memorable experience.

3. Radical honesty:
   Saying things as they are — even the uncomfortable truths — builds trust that lasts. This transparency creates a strong bond and turns your partners into true ambassadors.

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Human Capital: A Competitive Edge in a Digital World

In a world obsessed with efficiency, investing in real human relationships has become a competitive advantage. Taking the time to meet my partners, share an honest moment, and build genuine connections has allowed me to create a relational capital that’s priceless.

This capital cannot be replaced by any digital tool. Every smile, every authentic exchange not only strengthens the relationship but also fosters a deeper commitment to work together toward shared goals.

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The Ultimate Mission

For me, business is more than hitting targets or signing contracts. It’s an opportunity to create meaning, spread joy, and build enduring partnerships.

So yes, I’ll hop on a plane for a meeting in Hong Kong. Yes, I’ll cross multiple time zones for a lunch. Because I know that every human moment is a precious cornerstone that, over time, makes all the difference.

To sum it up: technology may shrink distances, but only humanity bridges hearts.

And in a world that’s constantly speeding up, the real wealth lies in our ability to slow down, listen, and share a common vision — face to face.

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