The keys to great salesmanship are, in order of importance, customer insight and flexibility. Insight into your target buyer -- org structures, needs, politics, decisionmaking flows and hierarchies, industry position, etc. -- is crucial. It basically tells you exactly what your buyer would like to buy. Flexibility is the other component, and there is a tiny bit of amorality to it. Chances are, your product or service isn't going to be a perfect fit with a prospect's exact needs. You need to know how to fit your square peg into the prospect's round hole by making your peg seem as round as possible. Don't lie about what you're selling, but be acutely aware of the areas of overlap between your product's benefits and the target's needs.