I might be overstating it, but here's what I see at my company. "Sell" is very different in all of these situations.

- Sell to the champion. - Sell to the rest of the org. - Sell to procurement. - Sell to the implementation project team. - Sell to the users and get adoption up.

Then constantly demonstrate that you're providing value in whatever terms that department / org thinks is valuable that year.

Easy!

This is what I’ve seen; it’s hard work, and if you fail to make any one of those sales, it can all fall apart. And you didn’t even mention getting your foot in the door in the first place. I used to chat with our business development guy in the lunchroom. He spent hours on the phone every day getting told no. It took a ton of work just to get from “no” to “maybe later,” and that’s when they didn’t just hang up in him. I think he understood what made our company tick better than anybody else, better than the CEO.