Believe it or not, your technology will not sell your technology. Your client’s business values will sell your technology. They may not have your technical know-how, they may not speak your “language,” and they do not have the time to fully understand the details of your technology. What they do want is to be assured that you know their business. The key to building their trust is to clearly articulate their unique needs and demonstrate that you can speak their language. You need to simplify your most complex information in a way that resonates with each specific prospect on a business level.