Not a good salesperson? Really?

I had a conversation with a management consultant friend at the weekend. “My boss wants me to 'sell' more in my day-to-day work, but I'm not so great at all that selling stuff. I tend to just listen to what they need and then try to solve their problems as best I can.” I think there’s a great irony that my consultant friend has a better attitude towards selling than about half the sales people I know – and he doesn’t even know it!