Since COVID rocked our world and changed everything about how we do operate, the business world has largely embraced the efficiency of Zoom, Teams, and Google Meet.

And let’s be honest…closing multi-million-dollar deals in a half-suit and pajama pants wasn’t exactly the worst byproduct of the pandemic. Especially for someone like me, who’s logged thousands of miles by car, thousands more by air, and seemingly double that in time spent staring at departure boards during airport delays across the U.S.

But lately, there’s been a shift. It’s subtle, not universal, but it’s there: In-person meetings are making a comeback.

As someone who used to be on a first-name basis with security guards at Walmart and Target HQs—and who recently found himself back on the road visiting CVS, BJ’s, and the ever-familiar Costco offices—it’s starting to feel like 2019 all over again. I even had the nostalgic pleasure of sitting on the runway at LaGuardia Airport for four hours… just like old times!

Why the Shift?

Screens are efficient. But they’re also flat…literally and figuratively. Retail buyers are starting to crave real interactions again, especially for new products. It’s one thing to talk about an innovation or food product over video. It’s another to hand someone the product and watch their reaction in real time.

In-person meetings deliver:

• Fewer distractions (No one’s distracted, toggling through email or kicking their dog out of their office)
• Stronger reads on interest (You can’t fake enthusiasm as easily in person.)
• Better storytelling (Founders shine face-to-face.)
• Physical samples (Demoing together and showing the right way to use a product!)

That Said, Zoom Isn’t Dead

Virtual is still the standard for updates, line reviews, and anything that doesn’t require a handshake or physical product. It saves time and money, and doesn’t require you to spend a day or more on one project or opportunity in a given location.

Tips If You’re Hitting the Road Again:

• Fly in the day before: Yes, even if “you’ve never had issues with that connection before.”
• Bring samples you don’t mind getting manhandled. Buyers don’t always treat them like collectibles.
• Printed materials still matter. Leave-behinds are underrated.
• Follow up quickly. The window of momentum closes fast after the handshake.

In-person isn’t back everywhere. But where it is, it’s hitting a little different, and in the best way possible. Be prepared and make the most of the one-on-one connection. Those personal interactions can go a long way in growing your brand.