Many people don't like selling and some use the word "hate" to describe their feelings about it. Since it's hard for people to do something well that that they dislike doing, these people are inept and awkward when they try to sell.
And that's a shame, because success in business is directly proportional to the ability to sell: yourself, your services, and your ideas. If you can't (or won't) learn to sell, it's like you've clamped lead weights onto your legs before starting down the road to success.
This self-sabotaging attitude results from a deeply flawed definition of what selling is all about. Many people define selling as "the process of manipulating people into buying things they neither want nor need."
Under that flawed definition of selling, becoming good (or even competent) at selling means becoming a pushy jackass, like the Alec Baldwin character in the famous "Always Be Closing" sales training scene in the movie Glengarry Glen Ross.
But, while there are undoubtedly some jackasses in the business world, at its core selling isn't about manipulating people into buying.
Think about it. Everything that happens in the business world involves the exchange of value: buying and selling. Without that fundamental activity, a business can't exist and an economy becomes impossible.
As every entrepreneur knows, behind every business is a dream--a vision of something better than what exists today. Entrepreneurs must sell investors, employees, and customers on that dream.
However, the only way that dream of a successful business can come true is if the company's products help other people achieve their own goals and their own dreams. None of this is possible without an exchange of value, without selling.
So here's the true definition: Selling is the process of making dreams come true.