Sounds like you're going against the grain of your own personality. If you recoil from sales (as I myself do by nature) or you're risk-averse, unwilling to take the plunge, then you've only got 3 options:

(1) Force yourself to do what makes you uncomfortable and which you're probably not good at;

(2) Stop wasting time daydreaming about startup projects you'll never bring to market;

(3) Partner with someone whose skill set and personality complements yours – someone who's comfortable selling the idea you're more comfortable building.

Not knowing you or your project at all, I can't really advise you. But if I were you, I'd look into option #3.