Your prospects don't spend much time thinking about you. Even while they go through the process of evaluating vendors and making a decision, they're juggling a million other things that aren't related. The quality of a vendor's engagement with stakeholders makes all the difference between a closed-won and a closed-lost deal.

"To get the attention of a stakeholder, you must engage with them about the problems they are trying to solve. The best way to do that is to provide them with information that is more compelling than whatever is already drawing their attention and focus." You must be agile enough to adjust your message to appeal to the unique interests and struggles they face.