I emailed my editor here at Meatingplace to tell him that I was having a difficult time figuring out what to write about this month. Most would call this writer’s block, but frankly, I am distracted with an upcoming in-person event that is approaching much more quickly than makes me comfortable. And in realizing my preoccupation, it occurred to me that it’s actually the perfect subject for this blog, as companies are tightening their belts on spending.

LinkedIn and news outlets continue to cover inflation, recession, and corporate cuts in spending. Even in my own budgeting process, I am taking a much closer look at what services and vendors I use, their costs, and the ROI. I tend to be rather prudent when it comes to this type of spending, and this year, it feels increasingly important to be so, given the state of the economy at large. One thing that won’t change for me or my team, however, is travel budgets.

But Laura, travel should be limited to business essential, right? Good question – what is considered essential to you? To me, networking and education are unequivocally tied to the success of my company and my customers. That is not limited to on-site visits where we meet, eat, and train together. I am talking about trade shows, industry gatherings, and our own (top notch) events. They are all essential in order to foster the kind of relationships people need to have when doing business in a meaningful way.

I remember my first big travel event – to IPPE in Atlanta – while working at Urner Barry. I have never been more excited by the amount of hands I was shaking. So many people who I had talked to on the phone or by email, all in one place and happy to grab a meal or a drink and get to know me. That experience being new to the protein sector was a game-changer. From that point, the value of travel was abundantly clear, and I made a conscious effort to do it whenever I could.

Enter the big, hideous, enormous, unsightly elephant in the room: COVID-19. I was in Atlanta at that very same show in 2020 as the new reports began to roll in. Travel stopped. Handshakes stopped. There was turnover and furloughs that made for hundreds of new customers that I would not get to meet in person. And as careful as I needed to be for the sake of health and safety, I missed truly knowing the human on the other end of the phone.

Don’t get me wrong, we adapted to virtual meetings, demos, and distance very quickly. And to an extent, I am grateful that more people are willing to turn on a camera and chat rather than holding conference calls that feel somewhat sterile. But the magic of being in the same room, sharing real time, and fostering trust is simply missing in this new way of doing business.

So yes, I am distracted. Live events require an incredible amount of planning and coordination. From recruiting the best speakers, to creating agendas, to setting up meetings – it is no small feat. But that is not what is keeping my mind so busy. I am energized and excited to get back to Chicago and see some of my favorite people again; and, I am equally excited to meet new ones. What’s more is that introducing people to one another is an absolute thrill – especially when I have a cocktail in hand and a room full of brilliant individuals.

I read the news. I love LinkedIn. I understand that in many cases, expenses need to be reduced. But as a sales professional for almost my entire career, you would have to pry my plane ticket from my hands to stop me from traveling. When I read about businesses eliminating opportunities for employees to engage within their industry, it strikes me to my core. Networking and education for the right people equate to revenue, and no one can convince me otherwise.

Mileage Matters

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