Sales is the art of closing the deal. You can have a great product, but selling it is another matter.
Even within a large company, you might have products that nobody wants to sell, because:
- The company’s internal, direct sales force don’t have the skills to sell the new product
- The company’s sales people are only interested in volume and big deals (50-100-500 m Euros) and don’t want to lose they time selling projects for 1m Euro (or 100k Euro)
In that case, you need a different sales channel.