Why don't they like selling?

Not everyone feels comfortable selling a product or service.  They may feel that they will do more harm than good and damage an opportunity by being 'too pushy' or by saying the wrong thing.  In our lifetimes, we are all buyers and we know how we like to be sold to.  It has more to do with how we are being communicated to than what we are being shown or told. Rather than focusing on the sale - try focusing on communication skills.  If we are better at communicating we will be more comfortable and better at selling.