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Press Release


SBC Communications Executive and President of Effective Execution, Inc. Publish Article on Addressing Risks to Increase Sales


Houston, Texas, July 30, 2004 - Effective Execution, Inc. announced today that an article submitted by Ravi Kathuria, President of Effective Execution and Kevin B. Long, Regional Vice President of Sales at SBC Communications has been accepted and published by the Houston Business Journal in its July 30 issue.

The article titled, "Addressing Risk is critical to selling technology," focuses on the topic of successfully selling complex or large technology solutions to businesses. Selling large or complex technology solutions to businesses is often quite challenging. It is unlikely for a technology sale to close unless the risks involved are sufficiently addressed. The article is available on-line at www.cohegic.com/articles.htm and in the Houston Business Journal's web archives.

"Sales reps often focus on the technology and features of the product, however the prospect is equally focused on the ramifications of introducing the technology into their organization," stated Ravi Kathuria. "Helping and educating the prospect in an objective manner can go a long way in building trust and facilitating a decision that is not based solely on price."


About Effective Execution, Inc.

Effective Execution, Inc. is a management consulting firm focused on helping clients enhance business productivity by improving their organization's ability to execute. It helps clients crystallize their mission, vision and strategic principles; implement management process such as the strategy execution and sales execution processes; analyze and design work processes; design the organization structure, roles and responsibilities and develop a high-performance culture.


About SBC Communications Inc.

SBC is a Fortune 50 company and is one of the 30 stocks that make up the Dow Jones Industrial Average. SBC companies currently serve more than 54 million access lines nationwide. Cingular Wireless, of which SBC is a 60 percent owner, serves 25 million wireless customers in 36 states and operates in 43 of the top 50 U.S. markets.