I don't think it's neccessary for every guy who wants to start a business to be a salesman. If your main skill is technology, you should know enough about sales to get you so large that you can hire people who specialize in sales. Then focus on your core competency, which is technology.

Sales is not what creates the real value of a company - it's the product. If your main skill lies in creating an excellent product, then don't distract yourself by focusing too much on sales. If you do so, you'll always see your product through the prism of 'sales' and this will change your product.

Every company has to be pulled by two forces - the force that wants a kickass product, and the other that wants to sell it.

So the product guy should say:

* Let's make this tool where one can download and play any song in the world for absolutely free

The sales guy should say:

* We can't make any money that way. Let's put Ads every 10 seconds in each song

The middle ground would be:

* Let's put DRM in the songs.

Something like that. If everyone in the company is just thinking about sales, there is no counter-balance in the company.