The Relationship in BtoB Sales

The relationship is the reward for delivering value, not the avenue. The best line that i've read about the role of relationship in consultative btob sales comes from neil rackham. If you are a relationship oriented person, you have a high need for a y connecting with people and being liked by people. In a complex betobe sale, the relationship gets in the way. Is there room for some relationship building, or at least sensitivity? Absolutely.