When a customer is going to spend more than $100k, they look for a relationship to minimize risk. Golf and similar activities are what the buyer demographic doe

When a customer is going to spend more than $100k, they look for a relationship to minimize risk. Golf and similar activities are what the buyer demographic does with their friends. Do people really think that customers that sign up for $10/mo "to-do" apps are more sophisticated buyers than enterprise customers? In my experience, many people who complain about the enterprise sales process are failing for their lack of real domain expertise not their distaste for "schmoozing." They are also usually underestimating the intelligence of their customers and unwilling to build relationships. Disclaimer: My companies do enterprise software. Edit: I've also played golf exactly once in seven years since we started.