A Hierarchy of Business to Business Needs

Reg Gupton here.
If you sell b to b, you are probably selling to the wrong primary need.  I know I was.
How about re-writing your messaging with these needs addressed in this order.  Just saying.

Primary needs from strongest to lesser needs: 
     Avoiding risk

     Avoiding hassle
     Gaining praise
     Gaining power
     Having fun
     Making a profile
How about rewriting you messaging in your B to B sales copy by meeting these needs in this order to see what happens.
All my best,
Reg Gupton