Will I Stay or Will I Go?

what is the value of business travel?

Without sitting across the table from someone, you can’t read their body language. You can’t always hear the inflection in their voice over a speakerphone or see their face when you reveal a new piece of work. Pretty obvious, right? But you also don’t get a glimpse of the picture on their desk. It might be their spouse or kids, or a landscape from a favorite trip. Seeing where they sit when they call you to discuss a project is also important. Office or cube? Noisy or quiet? Window? While you may not realize it, where they eat lunch, the stack of magazines on their desk, the length of their commute–are all important insights. They help us find the common ground that makes working together a better experience. And they simply cannot be gleaned over the phone. So how do we get to know each other, agency and client, without constantly battling over the cost of travel? Here are some thoughts.

• Develop a relationship calendar that sets out regular intervals for face-to-face meetings. Beyond the expected meetings for critical presentations, planning for a monthly (or other interval) meeting allows for better negotiation on covering costs.
• Invite the clients to your office. It’s often surprising how willing and able clients are to come to you, when given time to plan. Maybe a trip to your location can align with other business for them. Maybe a work session away from the daily flurry of their workplace is a productive opportunity.
• Meet the client where they are already traveling. As above, the client may appreciate the flexibility to spend time with you while on other business. And a “neutral” location may be more cost-effective.
• Look for deals. The travel industry is feeling the pain and bargains are available for flights, hotels and pretty much anything else you need.

The agency/client relationship always relies on a certain amount of chemistry. We all know when it happens and we know the great work and results that can come from it. But it is not always instantaneous and it always requires care and feeding. So if we can minimize the haggle over who’s paying, a little road trip can keep the shine on any relationship.