This trend is also confirmed by a survey conducted by Harvard Business Review Analytic Services – as many as 95% of respondents indicated that live meetings are one of the most important factors in creating and maintaining long-term business relationships, and 89% of respondents said that they are essential for successfully closing negotiations.
“Today, technology allows for quick information exchange, coordinating current issues, or maintaining constant contact with partners. However, the foundation of business is still people. Direct communication makes it easier to understand not only what the partner says but also their priorities, work culture, values, and long-term ambitions. Therefore, issues that sometimes take weeks and dozens of emails to resolve remotely are often solved in just one meeting when meeting in person,” says A. Savickaitė.
Live meetings help make better business decisions
Searching for new partners today starts with data, market analysis, consumer needs, international trends, and product potential assessment, but making decisions based on numbers alone is not enough. According to A. Savickaitė, when looking for new brands, it is important to understand not only the product’s potential but also the vision, ambitions, and people behind it.
“Our markets are not large, so many international manufacturers already have partners in the region. Therefore, we constantly look not only for strong global brands but also for new products and categories that meet changing consumer needs. We value product uniqueness, the manufacturer’s approach to innovation, investments in brand development, and long-term growth potential,” she says.
According to A. Savickaitė, it is during live meetings that what is often not visible in financial reports or presentations is revealed. Meeting in person allows for a better understanding of how decisions are made within the organization, what role the manufacturer assigns to a specific market, how much they are willing to invest in its growth, and whether the expectations of both parties align. This is especially important when making decisions about long-term cooperation.
“Remote meetings are an excellent tool for solving everyday issues, but the more important the decision and the more people involved in the process, the greater the risk of different interpretations. In such cases, sitting at one table leads to a much faster agreement on further actions,” says A. Savickaitė.
Virtual meetings have not replaced international trade shows
After the pandemic, much of the daily communication with partners moved to the virtual space. This allowed many issues to be resolved faster and more efficiently but also highlighted the value of live meetings even more. International trade shows today provide the opportunity to meet many existing and potential partners in one place over a few days, see what trends are forming in different markets, and discuss issues that often cannot be fully addressed in remote meetings.
“Often the most valuable discussions take place not during official meetings but in informal settings – dining together or socializing after events. In a few days of a trade show, you can meet as many partners as you would normally visit in several months, so seeing the benefits of such meetings, we ourselves participate annually in the most important international trade shows in our sector. In the wine category, these are usually Wine Paris or ProWein; in the food sector, specialized events; and in the beer field, trade shows presenting the latest brewing trends and innovations,” says A. Savickaitė.
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International trade shows are important not only because of the opportunity to meet existing partners. They often first reveal new consumption trends, the fastest-growing categories, and innovations that later reach the Baltic markets. Therefore, such events become not only a place to strengthen partnerships but also an important platform for seeking new business opportunities and brands.
The consumer benefits from closer partnerships
It is also important that live meetings give manufacturers the opportunity to better understand the local market. When visiting Lithuania, they can not only meet with the distributor’s team but also directly communicate with retailers, restaurant and bar representatives, participate in product tastings, and hear firsthand how the market evaluates their products.
Such meetings help better understand which products attract the most interest, what flavors or formats are still missing in the market, and why some products establish themselves faster than others. These insights allow for more precise planning of new product launches, adjusting marketing strategies, and quicker adaptation to the specific country’s needs.
“The distributor in this chain becomes the link between the manufacturer and the market. The closer we cooperate, the more accurately we can convey consumer expectations and respond faster to changing trends. Ultimately, this is reflected on shelves and menus – the consumer gets a wider choice, higher-quality products, and innovations created based on real insights rather than just theoretical assumptions,” emphasizes A. Savickaitė.
The value of time dedicated to travel, trade shows, and meetings is not measured by the number of events visited or conversations held. Their return is shown by faster decisions, better understanding of consumer needs, more precise investments, and new business opportunities.
“Remote meetings will not disappear – they allow many everyday issues to be resolved quickly and efficiently. But the most important business decisions are still often made live. This is how new partnerships are born, new brands appear in our portfolio, growth opportunities are discovered, and consumer needs are better understood. Therefore, technology today complements live communication but does not replace it,” concludes A. Savickaitė.
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