The sales conversation and process has changed significantly in the past decade. Days of sole product pitches are long gone and have been replaced with a consultative conversation on how firms drive value to portfolios and practices. The manner in which we communicate has also evolved. Data is easily accessible and impersonal, proving fact without emotional connections. How can we bring the human element back into the sales process? By following the four cornerstones of distribution; Competitive Edge, Marketing Resources, Distribution Planning and Distribution Activity. The cornerstones create a distinct footprint to captivate an audience and assist in laying the ground work to developing impactful sales engagement.