If you want to have a successful business, you can't run away from sales. The end goal of all that you do in your business is to sell. The sales process begin with you finding a prospect and end with you turning the prospect into a paying customer. Without sales, you have no business.
You want to build a business that earns your prospects' trust by helping them understand the reasons that your offer is worth their money. Don't take advantage of your prospects or lure them into making a bad decision, your role is to be the assistant buyer - helping them understand what matters to them and demonstrating that you're capable of solving their problems.