Entrepreneurs who build software products really know their product inside and out and have a lot of a passion for it. This is great and bad. Bad because sales often become dumps of technology, facts and features instead of truly listening to the customer.

As well, technology companies tend to focus on the product first and sales afterward.

Telling a story right from the get go is a way to bridge the gap between building and selling.

Paul Kenny gives a good presentation on how this works (posted on Joel on Software). If you are in technical sales or on the executive team of a company focused on technology I recommend you have a gander.