We can't stand the thought of having to get out and sell. We just want to create our products and services and have people beat a path to our door. Well, you can't avoid sales, but there is a way to look at it that will help you not hate it so bad. As computer professionals, we think like computers, so science and logic are easier for us to grasp. If we turn sales and marketing into a scientific formula with logical steps, then we'll be able to do it successfully.
All computer professionals are problem solvers.
Like a doctor, you should be paid to perform diagnostics, suggest solutions, and then implement treatment. Just like untreated health problems can lead to discomfort, chronic illness and even death, so can a computer problem lead to business problems, decreased revenues and even the death of the business. Most people don't question that they want a doctor to fix their health problems. They will know that they need to fix the problem. Just as doctors specialize in solving certain problems, you should specialize in solving specific computer problems.