I was once on a training course and the question of what do you sell was asked around the room. When an electrician was asked this question the reply came "I'm an electrician, I don't sell anything", He couldn't have been more wrong and I believe that this thinking was possibly limiting him in his business and how big he could have grown his company.
The real issue in the UK is that salespeople have been tarred with a brush that some people believe that a salesperson is going to make them buy something they don't want and overpriced at that and won't do what they need it to, or that they will come to your home and not go until late and only when the police are called.....This is an unfair stereo type developed by TV companies for 'entertainment' purposes, in truth it's a very small minority that will mis-sell or sell with pressure.
So if you run a business, you have a product or service that people buy from you, therefore you are a salesperson, embrace it and become even better by learning how to sell and your business will flourish.
To your success