Always sell to people
This may seem obvious, but it cannot be emphasized enough: You are not selling to an organization or to a conglomerate, but to actual, real people. It is important to remember that all people are different, so you cannot sell the same way to everyone.
Source: Business coach/author Jonathan Farrington
Second, no two sales are the same, even if they are made to the same company under similar circumstances.
To become a good salesperson, it isn't enough to know how to sell. You must aim to become a people expert. It may sound shocking, but the best professional salespeople actually like people!
Remember, people buy from people -- they always will.