I agree. You should prime it and sand it first, that will help the final finish.
If you want the best results, spray it afterward.
If you want it shinny, then you should put some kind of poly acrylic or polyurethane, or even varnish over it afterward.
I like the flat too. Any imperfection in gloss looks bad. But you can mix it up, have some parts shiny and others dull to get a contrast.