startups don't fail at building a product. They fail at acquiring customers".
Sales was an old response to the undifferentiated factory in the industrial age.
The way to make something cheap was to churn out lots of them, all the same.
Then you had a race to find customers for them before they piled up in the yard.
That's not how buying works any more. Any company with sales people has made a fundamental error in their business model - they haven't created demand.
Often this is because they've been arrogant - they've imposed their view of what people want, rather than actually going and finding out. They've forgotten that the truly sustainable business model is to find out what people want and make it for them, rather than make something, then go out to find customers.
Instead of trying to find salespeople, go and talk to the people who have bought. See where the gaps are between what you provide and what they really want.
But don't stop there. Go and talk to people who didn't buy from you. The ones who made an enquiry. And some who didn't even contact you.
You'll find out whether people see you as too expensive. Not different enough or too different and high risk. You'll see a host of opportunities to build that product people want, not the product you like to make or find easy to do. Then go and build that product.
And you'll find out how people get information on this stuff, who they listen to, the media which reaches them and the people they involve in their decisions. Create an engine to drive this awareness, reach and persuade all of the people (not just the "buyer") and build rising and positive awareness.
You will no longer need salespeople - your customers will do that job. Media will look to you for leadership in your market. Recommenders and influencers will put you front of mind and recommending you will reflect well on them.
It sounds like a lot of work - more than simply hiring a salesperson. But you will have transformed your company and it will all be downhill from then on, with more sales, greater margins, easier promotion and an obvious path to future products.