I tried getting my co-founder (a serious old-skool sales guy) to read it, but he refused because he didn't need to be told anything about sales. Then he made exactly all the mistakes you talk about in the book when talking to our prospects. It was my first clue that maybe having a good salesperson as co-founder wasn't going to be the great experience I was anticipating. 2 years later the project died because we didn't get any customers.
I recommend the book to everyone now. If they don't immediately go "this is awesome!" then I'm suspicious ;)