They are in a comfort zone with people of the same skills - generally the user of the product. The user of the product may not be the decision maker. Selling to the real decision maker often demands a different language and different benefits. Therefore, sales representatives may not feel comfortable in the walnut-paneled corner office and will avoid contact. The key decision makers surround themselves with people that screen calls.
Most sales representatives avoid calling because of the extra skill and effort needed.
Sales representatives are often too busy to thoroughly research the companies that they call on. Many of these representatives have no idea of the upper management structure of a large company. Often, the end-user of the product may not want to tell the sales representative who the real decision maker is. Unfortunately, most users have little sales training. This is why Stage 7 may be important to your business.