Selling

Selling is the activity of facilitating an exchange in which a seller provides goods or services in return for money or other compensation. In business contexts, selling encompasses a range of activities from prospecting and presenting a product to negotiating terms and delivering after-sales support. Sales can occur in person, over the phone, online, or through intermediaries such as distributors and retailers.

The selling process typically includes identifying customer needs, communicating a relevant value proposition, addressing objections, negotiating terms, and closing the sale. After a sale, follow-up and account management help ensure satisfaction and may lead to repeat business. Successful selling hinges on aligning product or service features with customer benefits and building trust.

Different selling approaches exist. Transactional selling aims to complete a single sale quickly, while consultative or relationship selling emphasizes long-term relationships and problem solving. Common methods include need-based selling, SPIN selling, solution selling, and value-based selling. Sales channels vary from direct sales to retailers, wholesalers, and e-commerce platforms.

Ethics and regulation play a role in selling. Ethical selling prioritizes honesty, transparency, informed consent, privacy, and compliant advertising. Laws related to consumer protection, fair pricing, disclosure, and anti-fraud provisions govern sales practices.

Metrics and trends: Key performance indicators include revenue, conversion rate, average order value, and customer lifetime value. Modern selling increasingly leverages digital channels, social selling, automation, customer relationship management systems, and data-driven targeting, while focusing on delivering measurable value to buyers.