AI is Rising, But Can It Replace the Majlis?
The GCC Still Runs on Relationships
AI is making waves in B2B sales—scoring leads, forecasting pipelines, and sharpening precision like never before. Yet, in the Gulf Cooperation Council (GCC), the real drivers behind decisions are far more human: relationships.
From working with enterprise clients across the region, including major tech and media firms, it’s clear that while AI, data, and impressive demos might open doors, closing deals depends on trust, personal credibility, and genuine connections.
The Power of Relationships in Gulf Sales
In the UAE, Saudi Arabia, and across the GCC, 70% to 80% of enterprise buying decisions hinge heavily on personal relationships. Unlike Western procurement processes that lean on strict transactional rules, Gulf decision-makers prioritize trust, face-to-face rapport, and long-term familiarity.
More than 60% of B2B buyers here prefer to work with someone they know—even if competitors offer better prices or features. This isn’t merely cultural; it’s strategic. Relationships are a form of capital, weaving trust tightly into business success.
Salespeople who invest in authentic connections consistently outperform those who rely solely on automation or AI tools.
Rethinking Sales Enablement for the Middle East: AI Plus Human-Centered Coaching
In a market where trust and personal bonds close deals, sales training must sharpen human skills first. AI should be a support system, not a replacement.
Data alone won’t carry a sale; sales is about feelings. As Maya Angelou put it, “People won’t remember what you said or did, but they will always remember how you made them feel.”
Final Thought: The Sales Enablement Opportunity in the GCC
AI’s presence in sales is permanent. But in the Gulf, the magic happens in the spaces between people—over coffee chats, in the majlis, and through trust built over time.
For sales professionals operating in this region, blending AI tools with relationship-building skills is the best way to win. To explore how AI can support your sales approach without replacing the human touch, check out Complete AI Training for courses that balance tech and soft skills.
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