Salesmen and Parents

I think everyone initially has a bad taste in their mouth when they hear the word “sales.” The world seems to associate “salesmen” with door to door salesmen. With cold calling. With spam emailing. With the mentality of this “pushing” or “forceful” behavior. Almost like a parent forcefully shoving food down their kid’s throat in order for them to eat their vegetables. And even if we agree that kids should eat their vegetables, we know that this behavior by the parents is not acceptable. The airplane method always works better. So how can we create this shift of mentality with sales? How can salesmen help us recognize the benefits of their vegetables (products/services) without it seeming forced?