In recent research by Aberdeen Group, shock horror, but they found that buyers buy based on things like business benefit, ROI anyway all things that impact they buyers organisation. And not the features and functions of your product. The key to unlocking that door would be research and discovery. There's more research than you can shake a stick out now on companies via the internet and social media. Good luck!
Some 45% of respondents say total cost of ownership is one of the two most important factors they consider when making a business purchase; 42% say whether the vendor/solution supports their company goals is a major factor; and 40% cite efficiency/ROI gains.