When you plan to start a business, you should plan to spend quite a lot of time, especially at first, selling. They idea of “build it and they will come” has proven wrong over and over.
If you’re manufacturing a product, you need to find a way to get it to market, and that means either selling directly to customers or signing reps or distributors who will. If your business will be a service, you need to explain to people what you do and why they should be interested. Even opening a retail storefront probably won’t draw crowds of customers unless it is in a high traffic area, in which case you probably can’t afford the location when you start.
I’ve seen businesses succeed and businesses fail. I believe the most frequent cause of failures has been a reluctance on the part of the founder to get out and vigorously and effectively promote the business, product or service. Nobody told them at the outset that they need to be willing and able to sell, or else get a partner who can and will.
Sales doesn’t need to be daunting. You believe enough in what you have to offer to want to make a business of it, so use that self-confidence to find prospective customers, and talk to them about it. Selling isn’t talking people into something; it is showing them a way they can solve a problem or satisfy a need.
Buyers will be willing to talk with you if they have the problem that you can solve, so focus on finding those people. If you approach sales with that perspective, you’re doing people a service by letting them know about your business!