Let's make this easy to understand. Are you married? If so, that is a base example of how we are all sales people. You managed to convince someone that out of all of the other possible choices in the world, you were the one they should commit to spending the rest of their life living with. We don't give ourselves enough credit here. Pausing to think about it, that's an incredible accomplishment from a sales perspective! However, it didn't happen overnight did it? In most cases no. Often this arrangement takes place over months if not years, and it's generally considered very risky for a marriage to take place too soon.
Owning a business, no matter what kind, is not dissimilar. What draws you to a particular business may have nothing to do with sales. To overlook the fact that selling is a key activity in any business is naive at best and possibly even a fatal error. People often choose a business primarily because of what you get to do, but to have a business you must have customers...and customers must be sold. Now, we aren't talking about sold in terms of pushing unwanted product on someone through super aggressive tactics. Yet, we are talking about positioning yourself in a way that makes a person with a need see you as a solution.
FOUR THINGS
Four things have to be in place for any "sale" to occur. It's important to take the time to understand this basic truth. Then, consider how your particular business concept is or must begin operating in a way that keeps them at the forefront of your activity.
A variety of things draw you to a business. However, to be successful in any business you must be willing to sell. To sell means understanding and being willing to do the things necessary to make sure the basic four realities above are the foundation of finding and keeping customers.