That's why it helps to believe in your product. PG once described his approach to selling as "Make your product the best on the market, and then tell the truth."
Yet even PG's advice is product-focused rather than selling-focused; can you distinguish PG's advice from a simple bulleted fact-list? (And how well do you think that alone will sell your product?) If your product isn't the best on the market (or so you think), taking PG's advice would tell you to get back to work while a hustler would go out and sell it anyway. (They don't even necessarily have to lie about anything.) PG's approach echoes the traditional programmer reply of why he doesn't need a marketing team or need to study marketing by saying "My product will speak for itself."
Anyway, can you link to an essay or post from PG where he said that? A quick Google search didn't turn up a source.