This post is more about sales, then say marketing, if you’re into categorizing concepts.
All the marketing in the world can’t save a bad product. Quality is always important. Marketing has to be built into it, to give people what they need. Most people when you say marketing automatically think advertising. But really marketing is when it changes the product to steal a line from Seth Godins Purple Cow. When that happens you’re not scared of delivering the best. All this discounting and stretching ourselves to sell isn’t needed then, because you know you’re delivering value to the person.
You have to feel what you’re giving away is worth more than than price. This makes the sale so much easier, because people want the best for themselves and you’re delivering that best. And that’s where enthusiasm comes in. If you love what you’re selling, then that comes through despite being bad at formal sales techniques. People can pick up on that enthusiasm from your body language.
It’s great when you have this feeling, because many don’t have this trait. Lots of people don’t believe in what they’re selling and you can feel it from the other side. So selling doesn’t have to be a chore. You enjoy it when your actually giving people what they want.