Has the Online Meeting Killed the Art of the Sale?

And what C-suite leaders can do to restore meaningful business connection

In a world where calendars are ruled by back-to-back Zoom and Teams calls, the once-subtle art of sales and relationship-building is quietly losing its power. We’ve replaced coffee catch-ups with 30-minute time slots, human warmth with a screen, and spontaneous connection with carefully curated digital agendas.

While virtual meetings offer efficiency, they can dilute the trust, rapport, and nuance essential to business development. For senior leaders whose success depends on influence and long-term partnerships, this shift is more than inconvenient—it’s costly.

So how do we bring back the personal touch in an increasingly impersonal world? Here are five practical actions:

Make Space for the Unscripted
Every conversation doesn’t need a strict agenda. Leave time for genuine dialogue, curiosity, and connection. The best sales are rarely made on the slide deck.
Reintroduce the Power of In-Person
When the stakes are high or relationships are new, choose face-to-face. A handshake, shared meal, or site visit will always carry more weight than a screen share.
Humanise the Virtual
Video off might be a choice for many, but body language builds trust. Where possible, turn the camera on, ditch the background blur, and make space for informal conversation. Make sure all meeting participants agree to do the same to create clear boundaries.
Nurture the Relationship, Not Just the Deal
Don’t only show up when there’s a pitch or problem. Regular, low-pressure check-ins signal that the relationship matters beyond the transaction. Keep in contact and build on your contacts.
Lead by Example
If you’re in the C-suite, your team takes its cues from you. Prioritise connection over convenience and create a culture where relationship-building is strategic, not optional.

In the end, deals are made between people—not profiles. The question isn’t whether we abandon online meetings, but how we adapt them to rebuild what matters: trust, rapport, and long-term value.

DSA Executive | Partnering with leadership to build better businesses
www.dsaexecutive.com