The average client has no idea what Plone is, and they don’t really care. They won’t trust something they’ve never heard of, and there are plenty of other solutions out there that claim to offer the same things. Designers and developers, on the other hand, do care about Plone: an elegant, powerful, secure, scalable, flexible solution to clients’ content management dilemmas. However, clients generally don’t care about the technical stuff – they just want to be online. It’s our job to tell them why Plone is the way to go. In this talk, we share what we’ve learned about selling Plone to people who don’t care over the last 15 years.