So, What is it? When talking about Sales?

As I'm a fan of Steve Jobs - "You've got to start with the customer experience and work back toward the technology- not the other way around." I feel that take building a relationship first to get to the above.

Well stated Allan!

Given the two I would say relations. The human element is the foundation for a truly unique value proposition. Empathy is powerful and time and again proves to be what makes customers reach out to one organization rather than another. You can have stellar products and services. If you cannot partner with your customers and become part of thier world then you might as well be selling problems not solutions.

Neither. It has to do with changing sides with the buyer and viewing the cycle from their perspective. The more you understand their concerns, fears, needs, expectations, and the speed at which they are comfortable moving, the more you'll be seen as an invaluable contributor to achieving their goals. Your relationship, and the depth of your product knowledge, at that point, becomes secondary.

But if you have a good relationship with them, then you know when not to waste their time, and what can really help them, right?