Selling to the Middle?

Much has been written about selling to the top. Here is one more evidence why you should. A recent McKinsey research finds that middle managers often have difficulty balancing new ideas with current priorities and therefore have negative attitudes towards innovation. If you are selling an innovative solution or one that requires the buying organizations to change the way they do business, middle managers will often be your opposition. Even if you find a middle manager who does support innovation, you would need the support of top management to overcome potential resistance from your supporter's peers.