When you selling to a company you have a convince a group of people - it’s seldom the decision of one person. To make things more complicated you don’t even have the ability to directly talk to most of these people - in the sales conversation you only get direct access to a few people directly - there are many people who can influence a choice about your product that you do not have direct access to.
So you have:
A group of people
With different backgrounds and learning styles
Different perceptions of what is important
Many of whom you can only communicate with indirectly via what they read and hear from others
Big problem eh?
In Fundamentals of Marketing I discuss a different better way of solving this problem.
In practice today here’s a more dysfunctional way that this problem is solved.