Sales is the process of convincing people to buy from you. You need to get through "Why buy anything", and "Why buy from you", and "Why now" before anyone will consider you.
"If SaaS Products Sell Themselves, Why Do We Need Sales?" describes in broad strokes that most companies are early in sales journey. Article 
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AIDA: Attention, Interest, Desire, Action. Attention, Interest, Desire, Action. Each consumer must pass through one stage to proceed to the next. For example, if you don’t first attract consumer attention, you have no hope of inspiring interest in your product or service, and certainly can’t expect them to take action and purchase an item that hasn’t inspired interest. Article
AIDA reminds me of Atomic Habits.