I know a fair number of businesspeople who have the education, skills, training, etc. in their business but they don't know how to sell it! Sometimes they try hiring a salesperson to make up for the deficiency. Other times they seek a partner who will supposedly cure their ills - or create business and cash flow. The partner then becomes a long standing problem.
Why is picking up the phone or making a sales call such a difficult thing to do? I hear people say, "I'm no salesperson - I just can't do it"; as if they were placed in life with all of the tools except "asking for the order". If you can't get past asking "the question" you will always be depending on someone else to do the job for you. If you can talk about everything else in life with people, then why can't you talk about placing an order? Is this a question that only a "talented" salesperson can ask?
It is really a matter of attitude: 99% persperation, 1% inspiration. Believe in yourself and just do it! With some practice you'll find that "the question" get easier to ask.
In the end, if you can't (won't) do it...save yourself the trouble and work for someone else.