Last week Lynnda and I attended the West Virginia Chamber’s annual Business Summit at The Greenbrier. The Business Summit is an annual three-day event put on by the West Virginia Chamber of Commerce. Attendees are a Who’s Who of the West Virginia Business Community. Business leaders from all industries attended from healthcare, energy, manufacturing, chemicals, finance, banking and education.

The President of Marshall University, Brad Smith and the new President of WVU, Dr. Michael Benson attended. Political figures throughout West Virginia were there including U.S Senators Shelly Moore Capito and Jim Justice. Governor Patrick Morrisey, his staff and Cabinet Secretaries attended and spoke along with WV Delegates and Senators, House and Senate leadership. Presentations from mainstage discussed education, workforce availability, training, energy, healthcare, politics and other issues impacting the State of West Virginia as well as our region. What stands out is how accessible business, education and political leaders are in West Virginia. Other states have State Chamber meetings. What makes West Virginia different is because of its small size, West Virginia can still get all the key business leaders together at one meeting.

The Business Summit it an exceptional place to network, gain information on what is going on in West Virginia business and gain state and national political insights. Shale Crescent USA found a new way to use the Business Summit, as an Economic Development tool to introduce foreign prospects to our region and key people they need to know to expand and grow their business. Business isn’t just about facts and figures it is about people. Sales expert, author and Hall of Fame Speaker Jeffrey Gitomer said, “If they know you, like you and trust you they may buy from you.” Business is about relationships. That means actually meeting, talking to someone and getting to know them personally. This is much more than an online ad, a Facebook or Linked In post. These do have a place in marketing and setting up meetings.

In our little town is a new coffee shop. It has good coffee and great pastries baked on site. When driving by there were few cars in the lot. On Saturday during the Pinch Reunion I stopped to pick up pastries for our church the next day. Lynnda and I were hospitality hosts. While the husband was getting my pastries, I overheard his wife talking to a friend about the failure of their social media and online ads to bring in customers. I returned early the following week. The owner was alone in an empty shop. I told him a little about what we do at Shale Crescent USA (SCUSA) and asked, “Have you done any local advertising in the community like church bulletins, gone out to meet people at local events or done promotions with your baked goods?” They had not. I got to know the owner and stop by periodically. Lately his parking lot has been full. I stopped to get some baked goods for Lynnda’s “Crafty Ladies” group at church. The owner was excited, “I took your advice and got involved in the community.” Then he told me how his business has grown. People know him personally. They like him and his products based on the full parking lots. The internet has a place in marketing but people buy from people they know and trust.

SCUSA is working with a foreign company we met this year at SelectUSA. They plan to open a U.S. Headquarters and research center. They were planning a trip to the USA to look at possible sites and workforce availability of engineers and technicians. We convinced them to come the week of the West Virginia Business Summit and attend as our guests. Since SelectUSA we have done a number of video calls with them. At the Business Summit, we spent time with them, ate meals together and got to know them personally, something we couldn’t do online or with a video call.

After returning home they messaged, “It was an amazing two days. Our visit to West Virginia left us with such a positive impression of the people, the energy, and the opportunities. You got into our hearts. It was far beyond what we expected and it means a lot to us personally and professionally. We look forward to seeing you again soon and continuing the wonderful friendship that started here.”

We couldn’t have done this online. Building a strong and lasting relationship and friendship is about helping others to meet their needs first. This is true in business and in a personal relationship like a marriage. Lynnda and I had a great time and are happy to call them friends. In all their contacts they received more than information, they met people who sincerely wanted to help.

In the span of less than two days at the Summit we introduced our guests to Senator Shelly Moore Capito, Brad Smith, President of Marshall University and former Intuit CEO, the Dean of WVU College of Engineering, companies who can help with sites, Kris Warner, West Virginia Secretary of State, Matt Herridge, West Virginia Secretary of Commerce and his team including the West Virginia Development Office and West Virginia Department of Energy.

They met CEOs of energy, power, pipeline, manufacturing, healthcare and others who can be their customers. They met leaders of financial, banking, legal and others who can provide them needed services. This was a unique venue where a prospect gets more than just information. They meet key people they need to know for their business on a personal level in a short period of time. SCUSA is looking for similar opportunities in the region to invite prospects to.

SCUSA uses the internet and social media as marketing tools to set up meetings. They are NOT replacements for conferences like SELECTUSA and U.S. Commercial Services Roadshows for meeting people and building relationships. There isn’t a substitute for in-person meetings. No one cares what we know unless they first know we care. Greg Kozera, gkozera@shalecrescentusa.com, is the director of marketing and sales for Shale Crescent USA, www.shalecrescentusa.com. He is a professional engineer with a master’s in environmental engineering and over 40 years’ experience in the energy industry. He is a professional speaker and author of four books and numerous published articles.