Business Reputation With your services being slow to respond, entirely down for minutes, hours or even days your business would loose trust among his partners and employees.
Attacks can last for days During this time, your users will not be able to use your service.
Financial Impact In multiple dimensions your business will be impacted. Starting from lost revenue, loss of productivity of your staff, extra costs for infrastructure, costs to recover (some solutions without the proper architecture in place to scale under load will crash under DDoS attack)
Data Security DDoS attacks can lead to data loss in the context of solutions that do not offer the expected protection under excessive load.
Why would an attacker care to target my business? For a variety of reasons ranging from state-sponsored disruption, competitors not playing fare to activism to name a few.