The worst enemy of successful sales

To have a successful sales design a company must get rid of its worst enemy - the enemy within. And here we don't have in mind healthy issues like resistance to change. Resistance to change might mean that the system is strong and have potential. There is hidden enemy, which often can't be seen nor realized from inside.
What is the combination of symptoms, which must tell you there is such enemy?
1. No orders. There could be many reasons why the enterprise doesn't have orders. But the case here is that...
2. Guilty for the problem are the customers. Most of the time they are stupid or corrupted (in B2B sales). No matter how "great" is the solution the company offers there are no clients.
3. Permanent moaning. No one seeks the problem within, but everyone moans about how misunderstood are their great efforts.
Consider the following case. Small consulting firm is struggling with the times of financial crisis. They have no offers for the last 6 months, almost all of their consultants have left and they are in very tough position. Nonetheless instead of thinking about some core change in their strategy, they are constantly moaning about how corrupted their clients and competitors are. None of them sees that they offer the same stuff as hundred other consultants, that they already have earned bad name in the business, and that they are insulting their clients and personnel. All they are doing is becoming more aggressive towards the market, treating their leads like sheep. The result is less competent leads in their sales funnel and no orders. Which of course reinforces the belief that clients are stupid and that is why they don't buy.
The problem deep within this organization is their image of themselves. They don't bother to see how customers perceive them. They don't even think about the perceived value of their services. The only focus is closing the deal. But if they are so stuck with this point of view they will never understand the market and will not be able to adapt to it. Their worst enemy is within. It doesn't matter if they implement sales 2.0 approach or artificial marketing or whatever fancy subject from the consulting terms. Unless they handle with their limited beliefs they won't make it.
What could be done?
The situation is not so bad. The company must review their market - start thinking from the customers' point. What it is about the offer that is not suitable for them. How the customer sees their image - are they respectable name, do they have long-term clients, what they know about them. Study the competition and why not - work with them if there is an area where they could be used.
All of these must be analyzed and then the problem will inevitably arise - there is a large difference between the way the company perceives itself and the way the market perceives it. As with the consulting company from our example all troubles are within. The good news about it is that they can be fixed. Before that someone have to see there is a problem indeed.