The best leaders and sales executives (sales is leadership, leadership is sales) adjust their message to what the audience needs to hear. The meaning and goal doesn’t change, but how it is presented does. This requires listening, the requires understanding, this requires flexibility. 

When someone has one message and doesn’t know how to change it to make it more acceptable, to make it more effective, they will never reach their potential. 

Being flexible is more than just adjusting. 

The first step is caring enough to be aware of the needs and wants of others. Once awareness is attained then step two is discerning what needs to be changed.  The third and final action is to adjust the words and presentation in a way that connects with your intended audience.