Selling is putting your best foot foward.
And that implies that you're hiding the other one.
Here's a good example. Mona Eltahawy is a well-known journalist.
She went to the subway to spray-paint a sign she didn't like and got arrested.
When a woman tries to stop her Mona says that she is practicing free speech.
And she is practicing free expression of her ideas but what she's hiding is that it's not exactly the legal kind.
Then while the police are cuffing her she yells to bystanders that she is being arrested for non-violent protest.
And it's true that she didn't hurt anyone but she's hiding the fact that defacing property is not peaceful protest.
This is sales in action.
It reminds me of a scene from Guide For The Married Man.