It's never really about YOUR product or service. Clearly, what makes someone your customer is the fact that they are paying money for your product or service - but the reasons behind their willingness to pay are not so much to be found in the "bits and bytes" of your offering. It's not about this feature or that one. It's about the link between your offering to their business strategy and objectives.
Nevertheless, the bigger the offering and the more expensive it is (think about the highly complex technologies being offered by companies lie HP, IBM, Siemens, etc.) the more complex the sales presentations seems to be, providing an overwhelming amount of technical details. This is not effective and at times even destructive to the sales process.
no matter how complex, innovative or advanced your offering is - the key to your success in the sales process lies in your ability to clearly and concisely demonstrate their relevance to your would be client's BUSINESS objectives and strategies.