BusinessPundit put up a great and instructive post about Always Selling. Well worth a read.
My observation is that you can’t not sell. In every communication someone is selling and someone is buying. It doesn’t have to be products and services. Belief systems, criteria for making decisions, and validation are all sold regularly in day-to-day communication.
Shifting to an apologetic-mode at the close is a perfect example, where a belief system and set of criteria are effectively sold and/or validated… if not installed!
The entrepreneur’s challenge is to recognize we are always selling, and place intention and effectiveness into each communication.