In business, you are what you are paid to do. In sales, you are paid to sell.  That’s your job. That’s what you do. That’s what’s expected of you. 

Embrace it for what it is. A lot of sales people, feeling that the label of sales isn’t glamorous enough, disguise what they do with fancy names like planner or consultant or other titles that don’t apply to selling.  If you’re in sales and you want to be good at it, then you have to take pride in what you do. 

Be a sales professional and call yourself one.  If sales isn’t for you, don’t hide what you do. Do something else. Do what fulfills you.