One comment that comes up in my executive mentoring calls quite often is that the experts I work with find it distasteful to “sell”. They associate selling with sleazy tactics, used car salesman, and with forcing people to buy. And then, sometimes, my clients expect that just because they created a product, program, or service, that it will sell itself.

The truth is that you have a moral obligation to sell. If you are in business to make money (and you should be, I mean why else would you have a business?), then you must become very comfortable with selling. If you truly believe in the power of your system (and you should), then you must get your system in front of people. The way to do this is through marketing. But marketing and sales go together, so you must sell.