You don't want to necessarily play the same game as your competitors, but you should probably consider at least building up an understanding of what it is they're doing, why, and whether there are lighter versions of it that you can achieve. The 80/20 rule can go a long way, and a B2B company that "doesn't do sales" is probably leaving a lot of easy money on the table, depending what exactly that means (do you just not do high-touch individual pitching? Or no advertising at all? [Sounds like you do some of that at least, which is a kind of sales] Do you try to use existing customers to get referrals to new ones? If a potential customer does want to talk to someone do you support that? Etc).
The best CEOs I've known are basically sales people, and they all tell me that it's a skill you really can learn, even with a language barrier - I know several Indian tech folks who sell like crazy in the US even as I can barely understand their accents, so it's not an insurmountable barrier, though I do understand that's a bit of a special case since the Indian culture is very keen on teaching negotiation and sales as a life skill and a lot of the dealings end up being with other Indian entrepreneurs.
WHAT WE DO
By not doing sales I mean that customers can register and use our product and pay for it without being forced to speak to a human being.
We have few transactional flow emails but we do not try to establish a one-to-one relationship with every customer.
We offer chat support and email support but that's it.
I do contact restaurants on Whatsapp asking them to be alpha users in new products to get feedback. My intention though is more to get feedback rather than make a sale.
I do have an understanding of the strategy of many competitors. Sales are not my forte and I prefer to pursue other strategies where I can outdo my competitors. I've a background in software engineering but I did acquire a lot of marketing skills to have the startup succeed. I do not wish to get in high-touch sales. I'm not good at it and also I don't think it's a good strategy with restaurants which are SMB (small and medium business).
The SaaS plans for restaurants range in the 15-100$ and I think is a classic example where nets will catch more customers than spears.
The best CEOs I've known are basically sales people, and they all tell me that it's a skill you really can learn, even with a language barrier - I know several Indian tech folks who sell like crazy in the US even as I can barely understand their accents, so it's not an insurmountable barrier, though I do understand that's a bit of a special case since the Indian culture is very keen on teaching negotiation and sales as a life skill and a lot of the dealings end up being with other Indian entrepreneurs.