Selling a product.

People don't buy products. They buy relationships. They want to be associated with a company they trust, a person they like, or a product that makes them feel good.  

If you want to be successful in sales, you need to first establish a relationship. All of the good salespeople know this. They get to know their customers well.

People in product management roles need to understand this concept. When you are the person representing a product, it is up to you to build rapport with any one asking about that product. Get to know information about them and try to relate your solution to your audience. The connection you form will help you get your product noticed.  

If you come across as flat, monotoned, and poorly informed, your product will be seen in the same light. If you can't get excited about your own product, how do you expect anyone else to? Your enthusiasm should be conveyed in every written communication, presentation, and marketing piece that you create. Without passion, you are wasting your time trying to inspire others to sell or buy your product.

A small company full of passionate employees who are excited by their product will beat a well-marketed, but uninspired product team every time.