Do you have some reason to believe the Port Authority hasn't been marketing its services to companies?
In any case, fares aren't a large part of the Port Authority's budget. It's mostly a service funded by taxes.
In FY2010, fares brought in $75 million, Access $12 million. Combined with all other revenue including leased service, they got $96 million in revenue.
Expenses were $317 million, primarily wages and salaries ($141 million) and pension and other benefits ($128 million).
So most of the expenses are paid by taxes. About $184 million came from the state, $27 million from the county.
Say a new salesman increases bus pass sales, and overall fare income increases by 25% (about $18 million).
But that means a corresponding increase in wages and benefits for the new drivers required by all the new passengers on already-full commute-time trips. If wage and benefit expenses go up by just 15%, that's $40 million in additional expenses. You now need an additional $22 million in tax revenue to pay for the increased ridership. Plus you have to pay the brilliant salesman who made your bottom line worse.