When I recruit people my client or project manager often wants to know if a candidate has had strong experience selling her ideas within a firm. The importance of selling risk-laden ideas to the major internal stakeholders of an organization is demonstrated in W's need to sell The Surge to the military after the Baker-Hamilton Commission recommended retreat.
The existence of a plausible alternative was not enough. Two tasks remained before him before bucking the consensus. The first was the organizational challenge of persuading the military chiefs the alternative plan was correct -- a sales job. -- The Belmont Club
The military, in Bush's view, has to be treated with special deference and tact. "One of the most important jobs of a commander in chief, and particularly in a time of war, is to be thoughtful and sensitive about the U.S. military," he said. Bush believes in persuading the military to embrace his policies rather than simply imposing them. -- Weekly Standard
It would appear, as well, that the identities of the salesmen were key factors in the success of the sale: the president and Robert Gates.