For most sales reps, the benefits of employing automation tools are manifest. Who wouldnҴ want to hand over humdrum tasks to digital systems so they could spend more time on activities that are fulfilling. Studies have shown sales professionals typically spend only 11% of their time actively selling, which is doubtless something many workers in the profession would like to change. However, many of these same salespeople live in fear that reliance on automation will damage their ability to build deep and meaningful relationships with their clients. It makes sense because often times we associate the word ӡutomatedԠwith the impersonal. Although it may sound counterintuitive, many of the processes facilitated by sales automation software actually make it easier for sales reps to dedicate additional resources to enhancing client relationships.