They're a lot of people who say their in sales or marketing when they're really not. It's not that they're liars; they're just a bit mistaken. What they really are are transactionists. They mistake sales for transactions. Transactions are quick and are made with a minimum effort or care by both parties.
On the other hand, true "sales" are more convincing. They require more effort, time, thought and care to make. Obviously, transactionists will tell you that this costs more too.
Technically, they're right. There is a higher cost involved. But their is also a higher return, resulting from that cost. Therefore, the extra work is really an investment.
Invest in something that will be remembered and it will no doubt be worthwhile.