001 Anecdote
Sales is all about showing how much you love your product to customer. Unless you are excited about your own product, the others will not. Its like saying, unless you respect/ take stand for yourself, the others will not. I feel, for some reason, sale have a bad connotation. selling your self for money sounds really offensive in many ways. This may not be the case in reality.

Its an art of expressing your love of your item in front of targeted audience's without any inhibition's. Trust will be formed between both parties. The customer might come to a conclusion, that you are not here to fool them.
I am not saying you to act, prepare your product such that you fall in love with that. Then transfer this feeling to customer.