Pechenik whose two-year old company (a brainy gang of MIT grads) builds the tech that enables B-to-B netmarkets such as PackagingInsider.com to blow away the competition. His best tip for sending sales reps on the road to convert offline companies into online members: "Forget the fact that you can see great ways they could vastly improve their workflow. Don't tell them that; it will scare them. It's too much change at once. First, help them achieve their same old workflow online, and then over time move them to a better one."

Sounds counter-intuitive--telling your reps not to lay out all the benefits of your product to prospects--but in a big business world already rocked by change, this “keep it simple” approach might work better than dazzling them with all the bells and whistles.