Comment You need a technical pre-sale consultant for that (Score 5, Insightful) 211
I wouldn't even try.
Sales people need to be adept as selling a business story and should be able to talk to project managers and other budget holders about the business benefits of investing in the tool.
The conversation with the programmers is key and important to making the sale -- but's it a different conversation about the job benefits of using the product.
So you need to go in two handed -- a business focused sales professional and a technical pre-sale consultant.