Sales are the lifeblood of any business. We have all heard the old adage ‘if you aren’t growing your business is dying’. Times change, techniques and fads come and go yet still companies need to sell to prosper. In this digital world perhaps you can survive with a digital shop-front and rely on SEO and cost per click activity to drive your sales.
All but the brave and perhaps stupid run any sort of business without the facility for customers to involve employees (sales people) in the purchasing process.
It matters not what you call these people if they are involved in helping customers to choose the right product of yours then they are sales people.
The most successful firms who have the highest customer reputation scores also, coincidentally (not) have the most capable and knowledgeable sales people.
You can’t sell what you don’t understand or know. You may want to read about sales performance management here.