What is Sales?

On the surface, sales seems like a simple concept: One person buys something from another. However, it's much more than a transaction. The journey from initial interest in a product to close can be windy and complex, often requiring a personal touch to complete it.

If you're interested in starting a career in sales, you're in the right place to learn the fundamentals. We'll dig into the types of sales, common methodologies, and the qualities that make great salespeople.

• What is sales?
• 8 common types of sales
• Common sales terms
• Essential sales strategies for success
• Top sales methodologies to adopt
• Essential sales roles
• Qualities of successful salespeople

Sales is the exchange of one thing of value for currency. Salespeople, often called sales representatives or sales reps, are responsible for finding and attracting prospective buyers, understanding their needs, and educating and nurturing them through the buying process. This involves building relationships and guiding customers toward a purchase decision, often with the help of sales software.

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Sales is a broad concept, so it's helpful to break it down into the types of sales, highlighting the intricacies and strategies of each. Knowing how each type differs can help you choose the career path that's right for you.

Inside sales involves selling to customers remotely, often through live chat, video conferencing, email, or phone. These reps usually work in an office or from home (hence "inside") and rarely need to travel. Those based in an office may work in a call center or a shared environment.

Inside sales reps typically specialize in a specific product and can guide prospects through its features and benefits. Leads come from various sources, such as third-party lists, company-generated contacts, or inbound inquiries from web forms or social media. Some reps also support existing customers by upselling or cross-selling.

An inside salesperson will:

• Have specific sales quotas to meet
• Reach out to prospects to set up appointments
• Educate prospects and customers about products and services
• Follow up on incoming leads from online engagement
• Update customer data in a CRM system

Some inside sales reps may not sell to customers directly. Instead, their job may be to qualify a lead and turn it over to an account executive who will continue the nurturing process. This type of sales often requires adaptability to handle different customer profiles and engagement styles.

Outside sales is the process of going out into the field to sell directly to prospects and customers. These reps travel to meet clients and build relationships in person, whether at the prospect's place of business, at trade shows, conventions, or other in-person settings.

An outside salesperson will:

• Have specific goals or quotas to meet
• Travel to meet with customers
• Prospect or cold call within their sales area
• Conduct in-person demonstrations or product education
• Enter or update customer data in a CRM system

Many outside sales reps have assigned sales territories or existing accounts to nurture. They often use tools such as laptops or tablets and carry digital samples or demos, brochures, and price lists. The in-person connections made during outside sales help reps pick up on nonverbal cues that can make a critical difference in closing deals.

Business-to-business (B2B) sales involves a business selling a product or service to another business. A wood supplier may sell its products to a furniture manufacturer, or a software as a service (SaaS) company may sell its solutions to a tech company, for example.

The B2B sales cycle is typically longer than traditional B2C (business-to-consumer) selling since it can involve much higher costs, greater complexity, and more stakeholders. Enterprise sales, which involves selling to large organizations, may have longer lead times, since selling to an enterprise can be highly complex. A small or midsize business (SMB) may only have a handful of people who need to sign off on a deal, so it can often close sooner.

To be an effective B2B salesperson, you need to have extensive knowledge of your product or service, as well as your customer's business needs and challenges. B2B sales often requires a consultative approach, where reps focus on understanding the prospect's unique challenges and building long-term relationships. Our State of Sales report reveals that 86% of business buyers say they're more likely to buy when reps understand their goals.

Business-to-consumer (B2C) sales is when a business sells directly to its customers. When you make a personal purchase at a store or online, that's a business-to-consumer (B2C) sale. Because these deals are usually simpler and less costly than B2B sales, the sales cycle is shorter.

The B2C sales process is simple and effective. A business uses advertising or word of mouth to get customers interested in buying their products. This is commonly associated with the retail industry.

In channel sales, companies sell through partners or intermediaries. This is also called partner selling or indirect selling, because the company does not have a direct connection to the customer. For example, you might sell through independent brokers or agents who arrange transactions in exchange for a commission.

To get started, you'll need to find and recruit channel sales partners who align with your business strategy. You might identify and contact potential partners by going to trade shows and highlighting your solutions. Or you could let them come to you directly by setting up a form on your website.

E-commerce sales can be B2B or B2C. Both involve the same process of selling products or services online. For B2C sales, this might mean chatting with someone online to provide customized product suggestions and quickly closing a deal. B2B e-commerce salespeople typically work through more complex engagements, offering things like product demonstrations to spur interest.

If you've ever bought something at a friend's home-based sales party, you've seen direct sales in action. In essence, direct sales involves selling products directly to consumers, without the support or inventory of a retail store.

Direct salespeople may find leads by prospecting. They could go to networking or industry events, advertise or search social media sites, create their own websites, or ask for referrals. At its core, direct sales relies on professional relationships and personalized customer support.

There are advantages and disadvantages to direct sales. While direct salespeople build relationships face to face and create relationships with companies and individuals, it can be time consuming to find and service customers. Direct sales also requires adaptability, as reps may need to pivot quickly based on customer feedback.

Account-based selling is all about building relationships. Sales reps focus on a specific sector or set of customers and prospects, creating personalized sales strategies for each one. This approach is essential when selling high-value products and services that take time to close.

One example of account-based sales is pharmaceutical sales. Pharmaceutical sales reps often focus on specific high-value practices. For instance, they may sell blood pressure medication to a select group of highly reviewed cardiologist practices within a specific metro area.

To be successful in account-based selling, reps must be product and account experts. As product experts, they provide crucial information, answer questions, field objections, and ease uncertainty for decision-makers. As account experts, they become trusted sources for their clients, fostering lasting business relationships.

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No matter what kind of sales environment you're in, there are a few key terms every rep needs to know. Here are five of the most common:

• Lead: A lead is a potential customer who has shown interest, but hasn't been qualified as likely to buy. They may have taken action on your website, left a business card at an event, or been referred to you. But it's still unclear whether they'll make a purchase.
• Prospect: A prospect is a qualified lead, meaning they've shown clear signs — such as behavioral data or demographics — that suggest they are likely to buy.
• Sales funnel: The sales funnel refers to the stages a lead converts to an opportunity and moves through, from awareness and interest to decision-making and purchase. It's a visual representation of the sales process.
• Customer relationship management (CRM) tool: A CRM tool is used to track, manage, and analyze interactions with customers as they move through the sales funnel. It captures key details such as customer information, communication history, and purchase activity, helping reps stay organized and informed.
• Conversion: Conversion happens when a lead moves to the next step in the sales process, such as becoming a prospect or making a purchase. Most commonly, it's used to describe the moment when a prospect becomes a customer by completing a sale.

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To drive results, sales reps need to adapt to different situations and understand customer needs. Here are some essential strategies that sales reps can use:

Sales strategies vary significantly depending on the type of sales environment — whether it's B2B, B2C, enterprise, or small business. Reps need to tailor their tactics to the unique demands of each. For example, in B2B sales, a consultative approach is often key. This means taking time to understand the customer's business challenges and offering solutions that align with their goals. In contrast, B2C sales may focus on more straightforward, emotional appeals and quicker decision-making.

Strong relationships are key to success in complex sales environments. Reps need to establish themselves as trusted advisors by providing value beyond the product or service they're selling. This means following up regularly, offering insights, and helping customers solve their problems. When you build trust, you're more likely to close deals, especially when there are multiple stakeholders involved.

To build genuine connections with customers, reps must truly listen and understand their pain points. By asking open-ended questions and actively paying attention, reps can position their product or service as the best possible solution. This approach also builds rapport and shows the customer that the rep is invested in their success, not just the sale.

Sales tools and tech, like CRM platforms, are essential for tracking customer interactions and managing pipelines. They also automate routine tasks, so reps can spend more time building relationships and less time on administrative work. For example, AI-driven tools can help reps personalize emails or analyze call data to find opportunities for improvement. Reps who use these tools effectively can stay efficient and responsive, and gain an edge over their competition.

A single conversation is rarely enough to close a deal. Sales reps need to follow up regularly with prospects to provide more information and address any concerns. Timely and consistent follow-ups show that the rep is serious about helping the customer make the best decision. Whether through email, phone calls, or face-to-face meetings, maintaining consistent contact often leads to stronger relationships and better sales outcomes.

Different sales environments have different sales cycles. Enterprise sales, for example, can take months or even a year to close. But smaller B2C sales may close in days or weeks. Reps need to understand the sales cycle for their industry and adjust their strategies. They need to know when to push forward and when to be patient. Trying to rush the process can sometimes lead to losing a deal.

Whether it's handling objections, losing a deal, or adjusting to changes in the customer's priorities, flexibility is crucial. Sales reps who can quickly pivot and find new opportunities in setbacks will often have greater long-term success.

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Ready to start selling? You'll need to have a solid framework to succeed. Let's walk through some of the most common methodologies you can apply to the sales types noted above.

• Solution selling: Solution selling focuses on identifying the customer's needs and offering tailored solutions to meet them. Reps work closely with customers to define their business problems and explore how the product or service can resolve those challenges. For example, if a company is struggling with inefficient workflows, a solution seller might demonstrate how a specific software can streamline their operations, showing how it uniquely solves that problem. This methodology is particularly effective in B2B environments where customization is key.
• Value selling: Value selling takes solution selling a step further by emphasizing the economic and strategic value the solution brings to the customer. It's not just about solving the problem but also delivering measurable impact — whether it's saving time, reducing costs, or improving efficiency. For example, a rep might highlight how their product can save a business 20% in operational costs, making the financial benefits clear. This approach works well in environments where decision-makers are focused on return on investment (ROI).
• B.A.N.T. (Budget, Authority, Need, and Timeline): B.A.N.T. helps reps qualify leads by ensuring they are targeting the right person and that the prospect has the budget, authority, need, and timeline to make a purchase. Also, is there a need that's being unmet and, if so, can you deliver on that need in time for them to succeed? This method ensures reps don't waste time on leads who aren't ready to buy. For example, before diving into a detailed pitch, a rep might first confirm whether the prospect has the authority to approve a purchase and whether the need is urgent. This is often used in B2B sales, where navigating large organizations is common.
• S.P.I.N. (Situation, Problem, Implication, Need-Payoff): S.P.I.N. selling emphasizes understanding the prospect's situation and problems, exploring the implications of not solving them, and then offering a solution that meets the specific need. This methodology is built on asking insightful questions to uncover the core challenges and guiding the prospect toward realizing that your solution is the right one. For example, a rep selling a software tool might ask about the current inefficiencies in the company's workflow, prompting the prospect to recognize the need for improvement. This method requires strong listening skills and being able to build a relationship based on trust.
• M.E.D.D.I.C. (Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, Champion): M.E.D.D.I.C. is a B2B sales methodology designed to help reps understand why deals are won or lost. It focuses on identifying the economic buyer, understanding the decision-making process, and finding a "champion" within the organization who can advocate for your solution. For example, when selling a software solution, a rep might work closely with a team member who sees the product's value and can push for the purchase with higher-ups. This method is ideal for complex B2B sales where multiple stakeholders are involved in the decision.

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Building an effective sales team requires a range of roles, each contributing unique skills and expertise. From entry-level reps to leadership, every role plays a part in driving success. Here are some of the essential sales roles and what each one does.

Sales associates are typically entry-level team members who support the sales process. They help identify leads, assist with administrative tasks, and ensure the sales process runs smoothly. In some cases, they handle smaller transactions directly, like responding to inquiries or processing orders.

Daily tasks:

• Assist senior sales reps with lead generation
• Respond to customer inquiries via phone, email, or chat
• Manage basic CRM updates and data entry
• Help set up meetings or demos

Sales development representatives (SDRs) are the first people who reach out to potential customers. They qualify leads and pass them on to more senior members of the team. SDRs are essential for top-of-the-sales-funnel activities such as cold calling and emailing.

Daily tasks:

• Research and identify potential leads
• Reach out to prospects via email, phone, or social media
• Qualify leads and determine whether they fit the company's target profile
• Set up appointments or demos for account executives

Account executives are the backbone of the sales process. They pitch products, close deals, and manage relationships with qualified prospects. Their goal is to turn leads into paying customers. Account executives are skilled in negotiation, product presentations, and addressing any customer objections that may arise.

Daily tasks:

• Conduct product demos or presentations
• Negotiate terms and close deals
• Follow up with leads and prospects throughout the sales cycle
• Collaborate with other departments to align product offerings with customer needs

Sales managers lead a team of salespeople. They set targets, track performance, and make sure their team has the tools and training they need. Sales managers also help shape strategy and make sure sales goals match up with company goals.

Daily tasks:

• Set and track team sales goals and quotas
• Provide coaching and training to sales reps
• Monitor team performance through CRM data and regular check-ins
• Develop sales strategies and workflows

The sales director oversees the entire sales operation and is responsible for setting the overall sales strategy and goals. This senior leadership role focuses on long-term planning, overseeing managers, and ensuring the sales department aligns with broader business goals. Sales directors often report directly to the company's leadership team.

Daily tasks:

• Develop and implement long-term sales strategies
• Set departmental goals and monitor performance
• Manage the budget for the sales department
• Collaborate with other executives on company strategy and direction

The head of sales is the captain of the sales team, responsible for steering the ship from strategy to execution. They set ambitious sales goals, guide the sales team to success, and collaborate with other departments to make sure everyone is on the same page. The head of sales is a key player in driving revenue and growth for the company.

Daily tasks:

• Develop and implement overall sales strategy
• Oversee sales managers and directors
• Monitor performance against revenue goals
• Collaborate with executives on company-wide initiatives

Sales operations professionals help your sales team work efficiently and effectively. They manage sales tools, processes, and data, making sure your sales reps have everything they need to succeed. Sales ops experts analyze data, create reports, and improve workflows to help your team achieve their goals.

Daily tasks:

• Implement and maintain sales tools and CRM systems
• Analyze sales performance data and generate reports
• Streamline sales processes and workflows
• Collaborate with sales leadership to set strategy and goals

Account managers take over after a sale is made and focus on building strong, lasting relationships with customers. They make sure customers are happy and keep them coming back by offering ongoing support, suggesting new products, or helping them upgrade their current ones. Account managers often become trusted advisors, helping customers get the most out of the products or services they buy.

Daily tasks:

• Maintain relationships with existing clients
• Ensure customers are satisfied with their purchase
• Identify opportunities for upselling or cross-selling
• Act as the main point of contact for ongoing customer needs

While not always considered part of the sales team, Customer success managers are integral to the post-sale process. They ensure customers are getting the value they expect from a product and provide ongoing support to encourage renewal and retention. CSMs often work closely with account managers to ensure the customer's long-term success with the product.

Daily tasks:

• Onboard new customers and make sure they understand the product
• Monitor customer satisfaction and address any concerns
• Offer additional training or product recommendations as needed
• Identify renewal opportunities or expansion possibilities

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While successful salespeople have a variety of skills and qualities, there are some characteristics that seem to cut across all salespeople, B2B and B2C. These include:

• Assertive: Salespeople must be willing to initiate conversations, even with those who may not appear outwardly interested. As mentioned in the interview, resilience and adaptability are key traits, especially when dealing with rejection or uncertainty. Assertiveness helps reps push forward and create opportunities where they might not seem obvious.
• Empathetic: Sales is about solving problems, and the best way to do that is by putting yourself in the customer's shoes. Empathy allows salespeople to understand the customer's pain points and offer solutions that resonate. Great sales reps relate to their customers on a deeper level, making them more adaptable and effective in addressing their needs.
• Organized: Whether managing 100 B2B accounts or covering a wide range of B2C products, organization is critical. Reps need to stay on top of details and ensure they never mix up customer information. From updating CRM systems to managing follow-ups, keeping track of every interaction is essential for success.
• Positive: Sales can be a tough game. The RAIN Group says it can take up to eight touches of a prospect before a salesperson even gets a meeting. In addition, some sales conversion rates are very low — 1% or 2%. A positive mindset helps them stay focused and motivated, even when the numbers aren't immediately in their favor.
• A people person: Sales is all about building relationships. If you enjoy making connections, helping others, and maintaining strong communication, sales could be a great fit for you. The ability to connect with people and understand what motivates them is often a key differentiator in successful sales careers.
• Resilient: Resilience is key to a successful sales career. Salespeople face frequent rejection and setbacks, and it's crucial that they stay determined, learn from challenges, and quickly move forward. The ability to handle rejection and adapt to changing circumstances makes resilience a must-have quality.
• Adaptable: Sales environments are constantly shifting, and adaptability is a trait that helps reps adjust to new challenges, customer needs, or market conditions. Successful salespeople need to be flexible and capable of changing their approach based on what each customer or situation demands.

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No matter how you define it, sales is about more than just closing deals — it's about building strong, lasting relationships. Customers today are looking for personal connections and tailored solutions that meet their unique needs. Whether in a booming or challenging economy, understanding the different types of sales and adopting the right strategies can help you close more deals and achieve long-term success.

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