I just got done reading Barry Moltz' book, You Need To Be A Little Crazy - The Truth About Starting and Growing Your Business. It is an excellent read and I couldn't put it down. Great for anyone considering starting a business or who is building one as I am. Reading itwas enjoyable. For one reason, I can sure relate. For another reason, it is easy to read with lots of nuggets of wisdom, written in an interesting style.
Moltz writes on selling and the small business owner:
If you are afraid to sell, you have two choices: You can get over it, or you can get a job. Actually your only other choice is to find a partner who wants to do the selling while you do the development or operations part of the business. While you may not be selling to external product customers, you will still need to sell your ideas to your team and vendors. ....... Ultimately, there is no escape except to develop some skills of your own in this area (selling).