The only way to sell is to communicate your message effectively to the right people.
Obviously, you wouldn't communicate with a toddler the same way you would with a teenager. In sales, you wouldn't (or shouldn't!) communicate the same message to all the various decision makers either.
For example, imagine you're selling technology to the HR department. The HR Director, CIO, and CEO may all be involved in the decision, and each one of those people has different agendas and priorities.