It sounds like your potential customers do not apprehend the value since they don't understand the product/market. I've been there and failed, twice.
Educating customers for a new market idea takes enormous amount of time and money. I woudn't do it unless I absolutely believe in the end result. And unless I have 10x times cash in the bank for projected marketing expenses.
Easier and more cost-effective approach is to piggyback on a big players who are already spending lot of resources educating customers about this new market. E.g. they might be already using Google to search the web and you can explain how your product complements this.
Try to talk with several prospects to understand how to pitch your customers. Then cold call, mail and otherwise reach out. Test your message and refine.