How can I start getting sales and more traffic on our website?

[eddie]

Make sure that the content (product descriptions, etc) is unique and not copied verbatim from the supplier's online catalogue - otherwise Google will penalise this as duplicate content.
Add some compelling reason why people should register - at the moment there's no reason why I should.
Add a blog - write something original once per month & promote that via Twitter, Facebook, etc
Use PPC - at the outset, while you're developing your profile, use AdWords to get some cash flow.
Look at the competition - learn from what they are doing.