The Sales process in your business should be a clearly defined process that maximizes the amount of potential customers that buy your products/services.

There are three major sales categories - retail, slightly consultative, and highly consultative.

Success in retail sales (whether you're selling to consumers or businesses is not important) is largely based on traffic and immediate product/service availability. The person responsible for the sale is mostly an order-taker. In-depth product knowledge is usually not required. Companies such as Wal-Mart, 7 Eleven, McDonald's, and major mail order/internet catalog companies fit into this category.

Success in slightly consultative sales is more dependent on the salesperson's ability to close the sale than retail sales is. The salesperson must be able to describe the features and benefits to a potential customer. Companies involved in the home security, printing, office products, insurance, restaurants, and electronics industries are examples of this category.

Success in highly consultative sales is dependent on every factor in your business. Your company will be constantly evaluated and your competitors are formidable. The persons (plural) responsible for the sale must be able to present themselves as knowledgeable professionals. Typically the average sales dollars are high and the sales cycle can be long. Companies such as IBM, Hewlett-Packard, CPA firms, and law practices are examples of this category.

Increased sales is a by-product of effective marketing because the potential customer has already come to their own conclusion that your products/services are worth buying.