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I think it's mostly new writers which have a problem with this. If you write for a living, I guarantee that 99% of you will have had to sell your wares somehow via resumee/job interview, convincing a publisher/agent/client to take you on or convincing a reader to buy.
Some types of selling might come more naturally or might be newer than others but I think it is all basically the same thing. The main difference perhaps might be that authors can speak to large numbers of potential readers much easier than before.
Michael Gerber in the Emyth revisited has some interesting ideas about the multiple personalities need to run a business which probably apply to self-published authors - and you should know when to switch between them. He says there are 3: Entrepreneur, Manager and Technician. The actual writing of a book probably falls into the Technician category.
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