mmm Tanz I also heard these stories. Like you I am also adamant about breastfeeding.
I agree with Julz, try see a consultant before giving birth. This really does help alot.
While I was in hospital with my complications, I saw the Breastfeeding sister/consultant. We don't have lactation experts etc. Only this lady. She checked my breasts and nipples. And advised to let hubby suck on them and to also pull at them gently in the shower so that my nipples can get used to being erect. Now every woman is different. Some don't need preparing and some do. If your nipples are always naturally erect then you will be fine if you get the latching right. But if you are like me whose nipples aren't always erect then you need some preparing. But NOTHING extreme like scrubbing them etc lol
At the same time, I do believe you must try breastfeeding on your own before getting anyone to assist. BUT do this while in hospital. The lady next to me was breastfeeding so well, no pain and baby burped etc... Then this breastfeeding lady did her rounds and started saying what she is doing wrong etc and eventually she just gave up. This lady also went on to say that some babies need dummies which I didn't find very true.
I think something I realized, your hormones are on a rush after giving birth and having someone telling you how you are doing it wrong etc won't help either. If you struggle then yes ask for help.
Applying cream before giving birth does help. Again it depends from person to person.
Hope this helped a little