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I agree with you and am so frustrated that this is true and that this is how the world works. Why can't someone just learn for their own or for the sake of learning? I hate having to sell/praise myself. It makes me feel like a fraud.

I second the question below. Any particular resource you really recommend for learning to sell (aside from lot's of trial and error along the way)

There are definitely people born with talent for that particular skill.

Its called charisma and some people are just born with it. But you can also work on it.

How did you go about learning it?

Read Influence by Cialdini. Take an improv class. Find some mentors with skills orthogonal to you. Learn to be fine with being uncomfortable as you learn and get feedback.