The very basic definition of sales


Definition and scope of sales can be can quite complex and profound when you look from different perspectives like sales types, industries, selling or buying process, marketing-sales relationship and etc. We tried to simplify by formulating a simple descriptive and actionable model of sales valid for most occasions.




Sales triangle depicts how sales works. At the centre, sales person is supposed to question and analyse overt and covert customer needs, connecting these needs with benefits of the product in the mind of the customer and taking preventive measures to pacify competition.  


If needs is the lock, product benefits (value propositions) is the key. First thing to do is to delve into the needs of the customer which defines the lock then to show how the product perfectly fits in meeting those needs meaning turning the key in the lock. Values and benefits of the product should be repacked according to the changing needs in every sales negotiation. Especially product and every other sales argument raises above one base which is customer needs. Without this base everything is irrelevant and void on behalf of the customer.


In sales success and failure can be defined according to competition. We can easily assume there is no business without competition whilst all sales effort can be useless if sales person has not prepared to scrutinize competition, trying to identify strength and weakness of it. You can undermine the strength and exploit the weakness of the competition by laying some mines in customer’s mind during negotiation whilst obeying business and competition ethics.


To sum up;


  1. You have to get to know customer need thoroughly. Then re-frame customer expectations and priorities.
  2. Make and prove a solid connection between re-framed needs and your product which is supposed to be a perfect fit.
  3. Proactively insert counter-arguments to affect your customer’s perceptions in way to undermine the strength and exploit weaknesses of the competition.