This foundational quote from Zig Ziglar emphasizes the human element in sales. Based on his decades of sales experience and training, Ziglar highlights that despite technological advances, successful sales ultimately depend on human connections. This principle remains crucial in modern sales, where digital transformation might tempt organizations to overlook the importance of personal relationships. The quote reminds us that behind every B2B or B2C transaction, there are human beings making decisions based on trust and connection.