The Indirect Approach
People who have been in the sales wars note that it is not unusual to find that the person or work unit that will benefit the most from a product or service is the least likely to purchase it. Aiming your efforts in that direction is a waste of time.
You must instead direct your marketing to the individuals who can decide or influence a decision on behalf of the person or work unit. Having more objectivity and being less defensive, they may be far more open to your message.