You're selling yourself and your skills on an individual level.

You're selling your team and your pieces of the codebase on a manager level.

You're selling your product or your vertical on the executive level.

This isn't Wolf of Wallstreet or "Coffee is for Closers", but if you're not able to sell yourself a little then you'll be struggling against an equally good coder who knows how to put a little spin and polish on what they're doing.