An import concept shared by Aaron: "Sell ideas, not stuff!" I think this is profound. Most often companies forget about selling the vision and get caught up in the details.
http://www.amazon.com/The-Challenger-Sale-Customer-Conversat...
It expands on this idea, and says that one successful sales process actually leads with ideas on how to make your business run better, then follows it up with all the information necessary to implement that change. If you do it right, the end of the sales process will be the customer asking you for suggestions on how to do what you suggested, and the only answer is your product.
It strikes me as a wonderfully powerful idea. I definitely recommend the book.