1. Take the blinders off - Tech companies often explain themselves or their products in an engineering-driven vacuum. They're so focused on what they or their product does that they don't consider how (or if) it stacks up against other competitors. The worst thing you can believe is that your product/company is totally unique. Believe me, your prospects and competitors don't see it that way. So, try to look at your market from a broad perspective. Think about the problems you solve and how they might be solved otherwise.

2. Carve out a position - If you've scoped out the market properly, the next step is to create a differentiated position in it. It will help a lot if you can...

3. Be honest - Your company/product doubtless does some things better than the competition, but it probably doesn't do ALL things better. Recognize your strengths AND weaknesses and keep them in mind as you...

4. Be clear - Tech companies are full of engineers, and engineers tend to think that everyone understands things the way they do. News flash: they don't. You have to put yourself in your customers' shoes and consider how they might look at your company or product. Here's a hint - they're much more interested in how your company/product benefits them than they are in how it works.