Many parts of traditional sales processes are changing as businesses try to become more efficient and deliver better experiences for their customers. The change comes in the form of digitalization and automation, sometimes eliminating human interaction in sales processes entirely. This is especially true in lower value, more transactional purchases where the buyer is confident enough in their own research to make a decision without human assistance. But for more complex, enterprise purchases, human involvement remains a crucial part of the sales process. As sales cycles become longer and there are more decision makers involved with complex purchases, trust and confidence in the business relationship becomes a key factor for the buyer. They are no longer looking to buy a product or service, but rather invest in a long-term partner who can help them overcome specific challenges. To cultivate lasting relationships with multiple stakeholders, salespeople must be attuned to their needs, interests, and preferred communication style to build trust and relationship. If sales people can deliver a personalized and meaningful sales experience to each individual, then the collective decision making body is far more likely to engage further and it helps progress through the selection process.