your phone needs to be in fastboot.
power off then press and hold power+vol down to get into the bootloader then select fastboot. it should chnge to fastboot usb. now enter the commands from the android folder.
Thats exactly what I do....
Do I need HTCsync? because it doesn't even recognize my phone being plugged in. How do I know if the SDK version is updated to r11 like it says on the HTCdev site?