This particular view of the sales process doesn`t automatically assume that someone is pushing the customer into buying. It only focuses on the different level of skill and difficulty.
Anyone can have a customer walk in, point to an item, and say they want to take one home right now. That`s not selling. That`s being a cashier.
In today`s passive world, when people walk in to a store, a "sales associate" asks if they need help. If the customer says no, the sales person just shrugs and walks away. They don`t want to be pushy.
That`s fine. But it also means letting most potential customers walk away.