Money is a measuring stick (a tool) and most people subconsciously know that. That is why it scares the heck out of them. People feel that money proves they are worth little and accomplish almost nothing. Why do you think people run from the topic of money and are secretive, embarrassed and conflicted about the subject of money?
It borders the absurd how we describe the accomplishments of ordinary people. This improper characterization is bad for new people and discourages rather than keeping them going. Who in the world really ever built their business without getting the crud beat of them?
If you believe in your product or service, you should passionately push, but do so in a manner that does not offend in the process. This takes practice, study and time for most people.
Without the interaction and training, your people will find other things to take up their time and energy. To turn an employee into an entrepreneur does not happen overnight, but it does and can happen.