I recently read the book "Never Split the Difference" by Chris Voss, a book on negotiation by a former FBI hostage negotiator. It actually covered this, how the stereotypical sales tactics are actually pretty bad and he covers approaches that work much better. I highly recommend the book (or to watch some of his youtube videos).
 https://www.amazon.com/Never-Split-Difference-Negotiating-De... and his Youtube channel: https://www.youtube.com/user/NegotiationCEO
You don't want the typical sales pitch that you might hear from a telemarketer or "slick sales person" -- you come away from those drained and annoyed -- instead you want to be listened to and understood.
Never Split the Difference spends some time talking about why more traditional sales practices don't work very well, hence re-education. You want to break the habits that are (apparently) thought in Getting to Yes and instead work on you listening skills, empathy and techniques for learning about your counter-parties emotional state, fears and desires. There's a chapter called something like "getting to no" because once the person has told you no, you can work with them to find out what they actually want and if you can give it to them. Its also very clear that you shouldn't be doing much of the talking, you should let the other person talk while you listen and poke them with tactical statements and questions to get them to focus in on the important details. This is rather different from more traditional sales "pitches" where you talk at them most of the time.
The benefit of talking to the customers and bypassing the sales anxiety was learning about what they thought about the product. Not the sales!