Article

Fear of Tech & Relationships

Technology and business relationships can grow together. Ryan Groth on why fear of losing in-person connection leaves business owners behind.

Ryan Groth Founder & CEO, Sales Transformation Group

May 14, 2020 1 min read

Originally published May 14, 2020. Updated September 2026 with a summary, next steps and answers to common questions.

fears of technology & building relationships in business

Have you been worried and concerned about how technology will affect your ability to build relationships in business? Are you afraid that you will lose “connection” because you’re not in person, live and in the flesh like you used to?

If you’re stuck in this fear, you’ll be left behind. The landscape has changed and the innovators are building business relationships faster than ever before with the use of technology. Here are some comforting words if you’re paralyzed right now.

Check out this video blog where I address the Fears of Technology & Building Relationships in Business.

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Building trust with prospects when you can't be there

I hear this fear from contractors all the time. Their whole career was built on handshakes, kitchen tables and job site walks, and they worry a screen will break that. My view is simple: the relationship comes from how you show up, not the channel you use.

A few ways I coach my clients to keep connection strong when they are not in the room:

Turn your camera on for every call and look at the lens, not the screen.
Send a short personal video after a first conversation instead of a plain email.
Use your CRM to remember the details people share, then bring them up next time.
Keep the same sales process virtually that you use in person, so every step still happens.

Technology does not replace the relationship. It lets you have more of them, more often. If your team needs help selling this way with confidence, our contractor sales training covers how to run a consistent process whether you are in the driveway or on a call.

If you want to talk it through, book a 45-minute sales action plan call with us.

Will technology hurt my customer relationships?

Can you build strong business relationships without meeting in person?

Yes. Ryan Groth's point in this post is that the landscape has changed and innovators are building business relationships faster than ever using technology. The connection comes from how you communicate, listen and follow through. Video calls, personal video messages and good follow-up can build trust without being in the same room.

Why are contractors afraid of selling through technology?

Many contractors built their businesses on in-person meetings and worry they will lose connection if they are not live and in the flesh. That fear is understandable. The risk, as this post says, is that staying stuck in it leaves you behind the contractors who have already adapted.

How do I keep my sales process consistent on video calls?

Run the same steps you would run in person, in the same order, and do not skip any because the format feels different. Prepare your questions, confirm next steps before you hang up, and follow up quickly. STG's contractor sales training helps teams build one repeatable process they can use in any setting.