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101 Sales Terms for 2024

Stay ahead of the sales game in 2024 and explore our curated guide featuring 101 Sales Terms that you need to know.

Rose McMillan · February 5, 2024
101 Sales Terms for 2024101 Sales Terms for 2024

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In sales, even the pros sometimes find themselves scratching their heads over some jargon.

To make things simple, we're breaking down the most important sales terms, so you can understand them and use them in your business.

Think of it as your handy guide to speaking 'sales' fluently.

What are sales terms?

Sales terms refer to the vocabulary commonly used in the world of selling and buying. These are words and phrases that help professionals communicate effectively about transactions, strategies, and customer interactions.

Why you need to know the meaning of sales terms

Knowing sales terms is crucial in the business world.

For newbies, learning the right sales terms helps you to understand how sales conversations and processes work.

For more seasoned professionals, more advanced sales terms help to put things into perspective. They can then make more informed decisions, support onboarding, and simply understand sales on a higher level.

So, without further ado, let’s get learning.

100+ sales terms you need to know in 2024

We've put together over a hundred important words and phrases that salespeople use, and we've arranged them from A to Z so you can easily refer to the ones you need.


Account-Based Marketing (ABM):

ABM is a strategic approach where sales and marketing teams collaborate to create personalized buying experiences for a set of identified key accounts.

This method involves tailoring strategies and messages to meet the specific needs and interests of potential customers, thereby enhancing the effectiveness of the sales pipeline.

Account Executive

An Account Executive is a sales representative responsible for managing client relationships, identifying new sales opportunities, and closing deals.

They play a crucial role in driving sales revenue and maintaining service level agreements with clients, often acting as the main point of contact between the company and its customers.

Account Management

Account Management refers to the ongoing process of maintaining and nurturing client relationships, with a focus on maximizing customer satisfaction and loyalty.

It involves working closely with clients to understand their needs, ensuring the fulfillment of service level agreements, and identifying opportunities for future sales or upselling.

Acquisition Cost

Acquisition Cost is a key performance indicator that measures the total cost associated with acquiring a new customer, including marketing and sales expenses. It's crucial for sales and marketing departments to monitor and optimize acquisition costs to ensure a healthy balance between spending and the annual contract value gained from new customers.

Action Plan

An Action Plan in sales is a detailed strategy outlining the steps and resources required to achieve specific sales goals. It typically includes market research, target potential buyers, sales call strategies, and key performance indicators to measure progress, ensuring alignment with the overall sales strategy.

Affiliate Marketing

Affiliate Marketing is a sales strategy where a company partners with external individuals or entities (affiliates) who promote its products or services. In return for their marketing efforts, affiliates earn a commission for each sale or lead generated, making it a cost-effective way to boost sales and reduce customer acquisition costs.

Annual Recurring Revenue (ARR)

Annual Recurring Revenue is a key performance indicator in subscription-based business models, measuring the predictable revenue generated from customers annually. It's crucial for assessing the health of the business, guiding sales strategies, and forecasting future sales performance.

Artificial Intelligence (AI) in Sales

AI in Sales involves using advanced algorithms and data analytics to enhance various aspects of the sales process, from lead qualification to customer relationship management. AI tools can analyze customer data, predict buying behaviors, and provide sales reps with insights to personalize the sales approach and improve customer lifetime value.

Average Deal Size

Average Deal Size is a sales metric that represents the average revenue generated per closed deal. It's an important indicator for sales teams to understand the sales pipeline's health, guiding strategies to optimize the sales funnel and improve profit margins.


B2B (Business to Business)

B2B refers to transactions and relationships where one business provides products or services to another business. In B2B sales, the sales cycle is often longer and more complex, involving multiple decision-makers and a focus on value proposition, service level agreements, and building long-term customer relationships.

B2C (Business to Consumer)

B2C refers to the sales and marketing processes where businesses sell products or services directly to individual consumers. This model often involves shorter sales cycles and strategies focused on customer relationship management, brand awareness, and maximizing customer lifetime value through effective sales and marketing efforts.

BANT (Budget, Authority, Need, Timeframe)

BANT is a sales qualification framework used by sales reps to assess a potential buyer's capacity to purchase. It involves evaluating the buyer's budget, decision-making authority, specific needs, and the timeframe for the buying process, helping in prioritizing leads in the sales pipeline.


Benchmarking in sales terms involves comparing a company's sales processes, performance metrics, and strategies against industry standards or competitors. This practice helps sales teams identify areas for improvement, set realistic sales targets, and refine their sales strategy to enhance overall sales performance.

Bottom of the Funnel (BoFu)

Bottom of the Funnel refers to the final stage in the buyer's journey, where potential customers are closest to making a purchase decision. At this stage, the sales team focuses on lead qualification, addressing specific pain points, and reinforcing the value proposition to convert leads into paying customers.

Brand Awareness

Brand Awareness is a marketing term that describes the extent to which consumers are familiar with the qualities or image of a particular brand's products or services. Increasing brand awareness is a key objective in B2C marketing, as it directly impacts customer acquisition costs and influences the customer journey towards loyalty and repeat purchases.

Buyer Persona

A Buyer Persona is a semi-fictional representation of an ideal customer based on market research and real data about existing customers. It helps sales reps and marketing teams understand their target audience, including their needs, pain points, and decision-making processes, thereby guiding the development of more effective sales and marketing strategies.

Buying Signals

Buying Signals in sales terms are actions or behaviors exhibited by potential customers that indicate their interest in a product or service. Sales reps, particularly those in inbound sales, use these signals — such as engaging with marketing materials or asking detailed questions during a discovery call — to identify qualified leads and tailor their sales approach.


Call to Action (CTA)

A Call to Action in sales and marketing is a prompt or instruction designed to elicit an immediate response or encourage an immediate sale. CTAs are crucial in converting an existing customer or potential buyer into a paying customer, often used in marketing materials and during sales pitches.

Churn Rate

Churn Rate is a key business metric that measures the rate at which customers stop doing business with a company. It's a critical indicator for sales performance management, as it reflects customer loyalty and the effectiveness of the sales and customer service teams in maintaining customer accounts.


Closed-Lost is a sales terminology used when a deal or sales opportunity is lost, meaning the potential customer has decided not to purchase the product or service. Understanding why deals are closed-lost is essential for sales teams to refine their sales methodology, improve their approach in future sales scenarios, and enhance the overall weighted sales pipeline.


Closed-Won is a sales term used when a sales rep successfully secures a deal, indicating that the potential buyer has agreed to purchase the product or service. This outcome is a key performance indicator in the sales process, contributing to the overall sales pipeline and impacting the annual recurring revenue.

Cold Calling

Cold Calling is a sales term for the practice where sales reps contact potential buyers without prior interaction, often seen as a challenging but essential part of the sales process. It requires skillful lead qualification and understanding of the buyer persona to effectively convert cold leads into interested prospects.


Commission is a sales term referring to the compensation sales reps receive, typically a percentage of the sales they make. This incentivizes sales reps to close more deals, directly affecting the sales team's performance and the company's profit margin.

Competitive Analysis

Competitive Analysis in sales terms means for the process of evaluating competitors to understand their products, sales strategies, and market position. This analysis is crucial for sales teams to refine their sales methodology and develop unique value propositions.

Conversion Rate

Conversion Rate is a key sales term that measures the percentage of potential buyers who take a desired action, such as making a purchase. It's a critical metric in evaluating the effectiveness of the sales funnel and marketing and sales teams' efforts.

Cost Per Acquisition (CPA)

CPA is a sales term that represents the total cost of acquiring a new customer, encompassing all marketing and sales expenses. It's a vital metric for understanding the efficiency of the sales process and customer acquisition strategies.


Cross-Selling is a sales term for the strategy of selling additional products or services to an existing customer. This technique is used by sales teams to increase the customer lifetime value and deepen customer relationships.

Customer Acquisition Cost (CAC)

CAC is a sales term that calculates the total cost involved in acquiring a new customer, including marketing and sales expenses. It's a crucial metric for sales and marketing teams, directly impacting the company's profitability and customer lifetime value.

Customer Lifetime Value (CLV)

CLV is a sales term that estimates the total revenue a business can expect from a single customer account throughout their relationship. It's a key metric for sales teams, guiding customer relationship management strategies and sales performance management.

Customer Relationship Management (CRM)

CRM is a sales term for the practices, strategies, and technologies that companies use to manage and analyze customer interactions and data. CRM software is essential for sales reps to track the customer journey, improve customer service, and enhance customer retention.

Customer Retention

Customer Retention is a sales term referring to the ability of a company to retain its customers over a period. It's a critical aspect of customer relationship management, impacting key metrics like customer lifetime value and annual contract value.

Customer Satisfaction (CSAT)

CSAT is a sales term used to measure a customer's satisfaction with a product or service. It's an essential metric for sales and customer service teams, as high CSAT scores often correlate with increased customer loyalty and repeat business.

Customer Success

Customer Success is a company's approach to ensuring customers achieve their desired outcomes while using its product or service. It involves proactive engagement by teams, often including a sales development representative, to provide support, gather feedback, and ensure adherence to service level agreements.


Deal Flow

Deal Flow refers to the rate at which business proposals and investment offers are received by financiers or investors. In sales lingo, it's often used by business development representatives to describe the quantity and quality of potential deals or sales opportunities coming into the company.

Decision Maker

A Decision Maker in a sales context is the individual within an organization who has the authority to commit to a purchase or customer contract. Identifying and engaging with the decision maker is a critical task for sales and account development representatives to successfully close deals.

Demand Generation

Demand Generation is a marketing strategy focused on creating awareness and interest in a company's products or services. It involves coordinated efforts between marketing and sales teams, including sales development representatives, to nurture leads through the sales funnel.


Demographics are statistical data relating to the population and particular groups within it, used in market research. Sales and marketing teams use demographic information to tailor their strategies and ensure their product or service appeals to the target audience.

Direct Sales

Direct Sales is a sales model where products or services are sold directly to consumers, bypassing traditional retail environments. This approach often involves personal assistants or sales representatives who engage with customers face-to-face or through direct communication channels.


Discounting in sales refers to the practice of reducing the price of products or services, often used as a strategy to close deals quickly or move inventory. While effective in the short term, excessive discounting can impact the annual contract value and overall profitability.



E-commerce is the buying and selling of goods or services using the internet, and the transfer of money and data to execute these transactions. It has transformed traditional sales methodologies, allowing businesses to reach a wider audience and streamline the sales process.

Email Marketing

Email Marketing is a digital marketing strategy that involves sending emails to prospects and customers. Effective email marketing converts prospects into customers and turns one-time buyers into loyal, raving fans, often managed by marketing teams in collaboration with sales development representatives.

Engagement Rate

Engagement Rate is a metric used to measure the level of interaction that content receives from an audience, such as likes, shares, and comments. It's a crucial sales term for both sales teams and marketing departments, as high engagement rates can lead to a lower customer acquisition cost and more marketing qualified leads.

Enterprise Selling

Enterprise Selling refers to the complex process of selling products or services to large organizations. This sales term involves longer sales cycles, higher stakes, and the need for sales reps to navigate through multiple layers of decision-making within the company.



Forecasting in sales involves predicting future sales performance based on historical data, market analysis, and current sales trends. It's a critical function for sales teams to manage resources effectively and estimate revenue, often influencing strategies around customer acquisition and targeting marketing qualified leads.


The Funnel is a sales term describing the journey potential customers go through, from the initial contact to the final sale. It's a key concept for sales reps and marketing teams, helping them understand and optimize each stage of the process to convert leads into customers



A Gatekeeper in sales is an individual who controls access to decision-makers within a company. Sales reps often encounter gatekeepers and must develop strategies to engage them effectively as part of the overall sales process.

Gross Margin

Gross Margin is a financial metric used to assess a company's financial health, calculated as sales revenue minus the cost of goods sold. This sales term is vital for sales teams to understand, as it impacts pricing strategies and profitability.


Ideal Customer Profile (ICP)

The Ideal Customer Profile is a detailed description of a company's perfect customer, used for targeting in sales and marketing. Understanding the ICP helps sales reps and marketing teams focus their efforts on high-quality, marketing qualified leads that are more likely to convert.

Inbound Marketing

Inbound Marketing is a strategy that focuses on attracting customers through relevant and helpful content, rather than outwardly pushing a product or service. It's a key sales term, as it aligns closely with the work of sales teams in converting interested leads into customers.

Influencer Marketing

Influencer Marketing is a modern marketing strategy where brands collaborate with individuals who have a significant online following to promote their products or services. This sales term has become increasingly important as it can effectively lower customer acquisition costs and generate high-quality leads.


Key Performance Indicator (KPI)

A KPI is a measurable value that demonstrates how effectively a company is achieving key business objectives. In sales, KPIs are used by sales teams to track progress against targets, such as sales revenue, profit margin, and monthly recurring revenue, and are essential for sales enablement and performance management.



A Lead in sales terminology refers to an individual or organization that has shown interest in a product or service, potentially becoming a customer. Identifying leads is a critical first step in the sales process, often involving activities like market research and cold calling.

Lead Generation

Lead Generation is the process of attracting and converting strangers and prospects into someone who has indicated interest in a company's product or service. It's a fundamental aspect of the sales funnel, where sales reps and marketing teams work together to identify potential customers.

Lead Nurturing

Lead Nurturing is a sales term for the process of developing relationships with buyers at every stage of the sales funnel. It involves addressing the specific needs and pain points of each lead, often through targeted content and communication, to move them closer to a purchasing decision.

Lead Qualification

Lead Qualification is the process used by sales teams to evaluate whether a potential customer meets the criteria to be considered a qualified lead. This process, which often involves a discovery call or assessment of pain points, is crucial in ensuring that the sales pipeline is filled with leads that are likely to convert.

Lead Scoring

Lead Scoring is a methodology used to rank prospects against a scale that represents the perceived value each lead represents to the organization. This sales term is vital for prioritizing follow-up with leads most likely to convert, thereby optimizing the sales process.

Lifetime Value (LTV)

LTV is a prediction of the net profit attributed to the entire future relationship with a customer. Understanding LTV helps sales teams and account development representatives focus on maintaining long-term, profitable customer accounts.


Market Penetration

Market Penetration is a measure of the amount of sales or adoption of a product or service compared to the total theoretical market for that product or service. It's a key sales term used in market research and strategy development, helping sales and marketing teams assess the effectiveness of their efforts in capturing a significant share of the target market.

Market Share

Market Share is a sales term that refers to the percentage of an industry's sales that a particular company controls. It's a key indicator for sales teams to assess their company's competitiveness and effectiveness in capturing a significant portion of the market.

Marketing Automation

Marketing Automation is a technology that manages marketing processes and multifunctional campaigns across multiple channels automatically. In sales, it helps in nurturing leads until they are ready to be passed on to sales reps as marketing qualified leads.

Marketing Qualified Lead (MQL)

An MQL is a lead who has been deemed more likely to become a customer compared to other leads, based on lead intelligence. Sales teams often rely on these leads as they have shown interest in the company's product or service and are closer to the buying stage in the sales funnel.

Middle of the Funnel (MoFu)

MoFu represents the stage in the sales funnel where leads have moved past initial awareness and are considering a purchase. Here, sales reps focus on nurturing these leads with targeted content and interactions to move them towards becoming marketing qualified leads.

Monthly Recurring Revenue (MRR)

MRR is a metric that shows the total amount of predictable revenue that a company expects to receive every month. For sales teams, MRR is a crucial measure of stability and growth, especially in businesses with subscription-based models.


Net Promoter Score (NPS)

NPS is a management tool used to gauge the loyalty of a firm's customer relationships. Sales teams use NPS to understand customer satisfaction and predict business growth through referrals and repeat business.


Objection Handling

Objection Handling is a critical skill for sales reps, involving addressing and overcoming potential customers' concerns or hesitations. Effective objection handling is essential in moving prospects through the sales process towards a successful close.

Omnichannel Sales

Omnichannel Sales refers to a sales approach that provides customers with a seamless shopping experience, whether they're shopping online from a mobile device, a laptop, or in a brick-and-mortar store. For sales teams, this approach is crucial for meeting customer expectations and improving sales outcomes.


In sales, an Opportunity is a qualified lead that has been assessed by the sales team and is considered to have a good chance of converting into a sale. Identifying and managing opportunities effectively is a key part of the sales process.

Outbound Marketing

Outbound Marketing is a traditional form of marketing where a company initiates the conversation and sends its message out to an audience. Sales teams often collaborate with marketing to create outbound campaigns that generate leads for the sales pipeline.


Pain Point

A Pain Point in sales refers to a specific problem that prospective customers of a business are experiencing. Identifying and addressing these pain points is crucial for business development representatives and account development representatives in tailoring their sales pitch and solutions.

Partnership Selling

Partnership Selling is a sales approach where sellers collaborate closely with buyers to find solutions that benefit both parties. This method often involves service level agreements and is used by business development representatives to build long-term relationships and maximize annual contract value (ACV).

Performance Metrics

Performance Metrics in sales are quantifiable measures used to evaluate the success of a sales team or individual sales rep. These metrics, which can include profit margin and ACV, are essential for business development representatives to assess and improve their sales strategies.


The Pipeline in sales is a visual representation of where prospects are in the buying process. It's a critical tool for sales teams, including account development representatives, to manage and forecast sales, ensuring a steady flow of business that meets or exceeds the service level agreements.


A Pitch in sales is a presentation or argument made by a sales rep to persuade a prospect to purchase a product or service. Effective pitching, a key responsibility of business development representatives, requires in-depth product knowledge and an understanding of the client's pain points.


Positioning in sales refers to how a product or service is presented or perceived in the market relative to competitors. It's a strategic process often handled by business development representatives to create a unique place in the minds of the target audience, influencing their buying decisions.

Pricing Strategy

Pricing Strategy in sales involves determining the best price for a product or service. This strategy, crucial for maintaining a healthy profit margin, requires sales teams to balance customer value perceptions with the product's cost and the company's revenue goals.

Product Knowledge

Product Knowledge is the understanding of the features, benefits, and use of a product that a sales rep possesses. It's essential for sales personnel, including personal assistants and account development representatives, to effectively communicate the value of a product to potential customers.

Profit Margin

Profit Margin is a financial metric that measures the percentage of revenue that exceeds the cost of goods sold. It's a key performance metric for sales teams, indicating the financial health of the business and the effectiveness of sales and pricing strategies.


Prospecting in sales is the process of searching for potential customers or clients to generate new business. This task, often undertaken by business development representatives, involves identifying and contacting prospects who might benefit from the company's products or services.


Qualification Criteria

Qualification Criteria are the standards used by sales teams, including business development representatives and account development representatives, to assess whether a lead is likely to become a customer. This process is crucial in maintaining an efficient sales pipeline and ensuring service level agreements are met.


A Quote is a formal offer provided to a potential customer, detailing the price for products or services. In sales, both business development representatives and personal assistants often prepare quotes as part of the sales cycle, ensuring clarity and commitment in the proposed business dealings.



A Referral in sales is a recommendation from an existing customer or contact, directing a potential new customer to a business. Sales teams, especially account development representatives, leverage referrals to build trust and expand their customer base under the terms of their service level agreements.

Relationship Selling

Relationship Selling is a sales approach focused on creating long-term customer relationships rather than just making immediate sales. Business development representatives often use this strategy to foster trust and loyalty, which are key to maintaining service level agreements with clients.

Renewal Rate

Renewal Rate is a metric used by account development representatives to measure the percentage of customers who renew their contracts or continue their subscriptions. It's an important indicator of customer satisfaction and the effectiveness of the service level agreements in place.

Return on Investment (ROI)

ROI is a measure used by sales teams to evaluate the efficiency of an investment, such as in sales enablement tools or marketing campaigns. Business development representatives often calculate ROI to justify expenditures and improve sales strategies.


Sales Acceleration

Sales Acceleration refers to the use of strategies and tools to speed up the sales cycle. Business development representatives and account development representatives use sales acceleration techniques to move leads through the sales funnel more efficiently, often enhancing the terms of service level agreements.

Sales Cycle

The Sales Cycle encompasses all stages from initial customer contact to closing a sale. Business development representatives and personal assistants are involved in various stages of the sales cycle, focusing on meeting service level agreements and efficiently converting leads into customers.

Sales Enablement

Sales Enablement is the process of providing sales teams with the necessary tools, information, and content to sell more effectively. This concept is crucial for business development representatives to ensure they are equipped to meet and exceed service level agreement standards.

Sales Funnel

The Sales Funnel is a model that depicts the customer journey from awareness to purchase. Sales teams, including business development representatives and account development representatives, use the sales funnel to track progress and strategize on meeting service level agreements.

Sales Operations

Sales Operations refer to the activities and processes that support and enable sales teams to operate efficiently. This function involves managing tools, technology, and strategies to streamline the sales process, ensuring that sales reps can focus on achieving sales targets and converting sales qualified leads (SQLs).

Sales Process

The Sales Process is a set of repeatable steps that a sales team takes to move a potential buyer from the early stage of awareness to a closed sale. It typically includes stages like lead generation, qualification (including identifying SQLs), presentation, and closing, all aimed at meeting or exceeding sales targets.

Sales Qualified Lead (SQL)

An SQL is a prospective customer who has been researched and vetted by both the marketing and sales teams and is deemed ready for the next stage in the sales process. This qualification is based on specific criteria that indicate a high likelihood of converting the lead into a customer, contributing to the achievement of sales targets.

Sales Target

A Sales Target is a specific goal set for a salesperson or sales team to achieve in a set time frame, often quantified in terms of revenue, number of deals closed, or SQLs converted. Meeting sales targets is a key measure of a sales team's performance and effectiveness.

Sales Velocity

Sales Velocity is a metric that measures the speed at which a company makes money through its sales process. It's calculated by multiplying the number of opportunities by the average deal value and the win rate, then dividing by the length of the sales cycle, reflecting how quickly a team can convert SQLs into revenue.


Segmentation in sales and marketing is the process of dividing a target market into approachable groups based on demographics, needs, priorities, common interests, and other psychographic or behavioral criteria. Effective segmentation allows sales teams to tailor their approach to different groups, improving the efficiency of the sales process and the likelihood of meeting sales targets.

Social Selling

Social Selling is a sales technique that leverages social networks to interact directly with potential customers. It involves sales reps using platforms like LinkedIn to build relationships, share insights, and identify new prospects, ultimately contributing to the sales process by nurturing leads at the Top of the Funnel (ToFu).

Solution Selling

Solution Selling is a sales methodology where the sales rep focuses on the customer's pain points and offers products or services as solutions. This approach involves understanding the specific needs and challenges of the stakeholder and presenting a value proposition that addresses those issues directly.


In sales, a Stakeholder refers to an individual or group that has an interest in or is affected by the outcome of a sales process. Stakeholders can include customers, team members, company executives, and others who have a vested interest in the sales outcome and the value proposition offered.


Top of the Funnel (ToFu)

ToFu represents the earliest stage in the sales funnel, where potential customers first become aware of a product or service. At this stage, the focus is on generating interest and leads through strategies like social selling and content marketing, with the aim of moving prospects further down the funnel.



Upselling is a sales technique where a sales rep encourages a customer to purchase more expensive items, upgrades, or other add-ons to generate more revenue. It involves presenting customers with additional value or features that complement their original purchase, enhancing the overall value proposition.


Value Proposition

A Value Proposition is a statement that explains how a product or service solves a customer's problem, delivers specific benefits, and tells the ideal customer why they should buy from you and not from the competition. It's a crucial part of the sales process, as it differentiates a company's offering and can significantly impact the win rate.


Win Rate

Win Rate is a sales metric that measures the percentage of sales opportunities that a sales rep or team converts into actual sales. It's an important indicator of sales effectiveness and efficiency, reflecting how well the team's solution selling and value proposition resonate with potential customers.

Improve your sales skills with Capsule

There’s more to the sales journey than simply knowing the meaning of these terms.

While understanding them is a great start, applying them effectively in real-life scenarios is what truly elevates your sales game.

With Capsule CRM, many of these sales terms will stop being buzzwords and instead become part of your everyday processes.

Capsule is designed to build stronger customer relationships, boost your sales, and save you time with features like:

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