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Two related points.
If you can't "sell" an engineer, why are you sure that you can sell to your proposed customers?
While developing your pitch, be sure that you'll be happy with folks who want what you're offering. If it's not unique, you'll lose the good ones to folks who offer "more".
Just call them computer programmers or software developers but treat them with respect, don't treat them like code monkeys.
What is the inverse log scale? 1/log(x) or exp(x)?
More often than not, if you look at successful technology companies even the "business guys" (the CTO and even the CFO) often have an EE/CS/Math/Physics degrees and have, at one point, have held technical roles. Engineering/math/natural sciences act as "brain gymnastics" which come in handy in any role which requires fast, analytical thinking.
That being said, in enterprise software having a strong sales team is often more important than having a strong product. Ideally, you'd want to have a founder who had worked in roles such as field sales/application engineer/sales engineer/consultant and has a Computer Science background: this way they will understand both the technology involved and the acute pain the target customers experience.
For consumer Internet, however, "sales guys" are only needed when you have something to sell (e.g. a critical amount of impressions in an advertising-supported site). The canonical examples (Craigslist, eBay, Google AdWords/Overture) are brilliant in that they're self serve: you don't need a large sales force to sell them.
I'll throw in some more advice: if you're going to start a company w/o a technical person, pick an idea that allows you to pre-sell. Enterprise applications are a good, because it's not uncommon to get commitments from buyers before the product exists. If you can do this, it demonstrates two things to prospective developers: 1) The idea/market has legs 2) You can pull your own weight
As I've said earlier, the best person to start an enterprise software company would be an applications engineer/field sales engineer/professional services consultant from either a large or fast growing enterprise software company.
Not only will they know how to sell, they will also understand the technology, be able to program well enough to create a prototype, be interview developers, know how to support the customer, deal with the end-users and know most importantly what the end-users want (best enterprise software is the enterprise software employees are begging to install).
also, buzzword-laden mass emails sent from business school students to engineering student email lists are real turn-offs :) if you're a business school student, i'd advise to get some friends who are hackers to read over your recruiting emails before sending them out.