It implies any conduct that can produce a sale, including convincing, persuading or pressuring someone to buy from you. We call this approach the paradigm of Traditional Selling. When you feel someone is trying to get you to do what they want you to do, the relationship, by definition, becomes adversarial and by reflex you try to protect yourself. That's where resistance, suspicion and hostility come from. Traditional Selling, regardless of how it's cloaked, is hunter versus prey.
Fish exist in a paradigm called water.
Fish aren't aware of the water because the water is constant and always there. Traditional Selling is to salespeople what water is to fish. We don't think about paradigms. They're just there. They shape what we think, what we do and even define what's possible.