The overall point to this article contains some truth but I came away with the impression that "tech" people and "biz" people are somehow genetically different.

The overall point to this article contains some truth but I came away with the impression that "tech" people and "biz" people are somehow genetically different. Either one, in reality, can learn to do the other one but it takes time, practice and lots of mistakes. As a tech person learning how to sell in the last year, I've made many mistakes and learned a lot. Aside from on-the-job experience, one book that I recommend is The New Solution Selling. This is probably more applicable in the enterprise sales world (where I do most of my work), but it's a fantastic place for tech people to start.