Sales Definition
Sales in a nutshell describes is the process of persuading someone to make a purchase (product or service). It’s about understanding customer needs, presenting value, building trust, and closing the deal. At its core, sales is both an art and a science. It’s a mix of psychology, communication, and strategy that drives revenue for businesses of every kind.
What is sales?
The Formal Definition Sales (noun): The exchange of a product or service for monetary value. Sales typically occurs between a salesperson directly or indirectly with a customer. For example, a retail salesperson convinces a customer in a physical store to make a purchase. An outside salesperson will visit a customer in-person to make a sale.
Types of sales
B2B Sales (Business to Business)
Selling to other companies. Common in industries like software, equipment, logistics, and wholesale distribution.
B2C Sales (Business to Consumer)
Selling directly to consumers—think retail, car sales, insurance, or home services.
Inside Sales
Sales done remotely—usually via phone, email, or video calls. Often involves fast follow-ups and high volume.
Outside Sales
In-person, field-based selling. Reps travel to meet customers on location, often with longer sales cycles.
Inbound Sales
Responding to prospects who show interest first (e.g., filling out a form, calling in, or downloading content).
6. Outbound Sales
Proactively reaching out to potential buyers. This generally occurs via cold calls and emails. Social selling's rise to prominence also falls into outbound sales.
Sales Development Rep (SDR)
Prospecting, qualifying leads
Account Executive (AE)
Running demos, closing deals
Account Manager
Managing customer relationships
Sales Manager
Leading and coaching sales teams
Business Development Rep
Finding and creating new opportunities
Sales Engineer
Selling technical solutions
Field Sales Rep
Meeting customers face-to-face
The Most Common Sales Roles
Quota Attainment:
% of target achieved
Conversion Rate:
Leads closed vs leads contacted
Average Deal Size:
Revenue per sale
Sales Cycle Length:
Time to close a deal
Pipeline Coverage:
Ratio of opportunities to quota
Win Rate:
Deals won vs total pursued
Key sales metrics
Success in sales is relatively straight-forward. Key performance indicators measure success. Some of the most common measures follow.
Sales Skills That Make a Difference
No matter the product or service offered, certain talents universally apply.
- Active listening
- Objection handling
- Product knowledge
- Empathy and emotional intelligence
- Negotiation
- Time and territory management
- CRM proficiency (e.g., Salesforce, HubSpot)
Sales career path: where can it lead?
Entry-Level:
SDR, BDR, Retail Associate
Mid-Level:
Account Executive, Territory Manager
Advanced:
Regional Sales Manager, Enterprise AE
Leadership:
Director, VP
Sales isn’t just a job. Sales is a launchpad. Many top executives began their careers in sales. Paths take many forms, but here's a linear example.
Is sales right for you?
Sales can be incredibly rewarding for people who:
- Enjoy talking with others
- Thrive under pressure
- Are self-motivated and goal-oriented
- Want to control their income and career growth
- Aren’t afraid of hearing “no” and pushing for “yes”
Why sales matters
Sales keeps the business world turning. No product, no matter how good, moves without someone selling it. Salespeople are the bridge between problems and solutions, connecting what people need to the companies that can provide it.
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Sales roles and processes vary. The category of sales depends on three factors: the buyer, product, and channel.
Sales roles and job titles run the proverbial gamut, but these are some of the most common roles.