Why B2B selling is hard

Top-down-selling (introducing a product to the top tier of a company to filter down through their processes) is difficult because:

1. They won’t accept your solution unless it also does X, Y and Z (and these will be different for each company you sell to)
2. Even if you do X, Y and Z it won’t be one person who decides whether to purchase or not, it will be a chain of people
3. Even if you do all that, it might take a while before they pay and integrate your solution

The opposite (bottom up selling — getting employees to bring your solution into the company) might be an easier solution to capture markets depending on your product.