As the second step in the business development process, sales is the function responsible for turning leads into revenue. It’s an important part of every business, large or small. Without revenue (or donations, depending on your business model), you don’t have the resources you need to keep your doors open and continue providing the same high-quality products or services.
Sales professionals have the benefit of extensive training, but not many small business owners have that luxury. As with so many other aspects of business, the small business owner improvises, learns on the job, and picks up resources whenever possible.