Sales Glossary

Our sales glossary is meant to help sales professionals navigate the world of sales. Reference terms, concepts, and theories about sales, business, and marketing.

A/B Testing

A/B testing is a method of comparing two versions of a sales message to see which one performs better. The goal is to find the version that results in more sales.


A business or organization that buys or uses goods or services.

Account Executive

The salesperson responsible for managing the sales process and developing relationships with key decision-makers within an account.

Account Management

The process of developing and maintaining relationships with current and potential customers.

Account Management

The process of maintaining and growing a customer account by developing and nurturing the customer relationship

Account Plan

A document that outlines the key strategies and activities that will be undertaken to grow a specific account.

Active Listening

Active listening is a communication technique that involves fully focusing on and understanding the message that someone is trying to convey.

Activity Management

The process of managing and tracking the day-to-day sales activities of a sales rep.

Annual Contract Value (ACV)

The total value of all products and services sold to an account over the course of a year.

Average Order Value (AOV)

The average value of all orders placed with a company over a period of time.

B2B (business-to-business)

B2B (business-to-business) selling is the process of selling products or services to other businesses. This type of selling is typically done by salespeople who have a deep understanding of the products or services they are selling and the companies they are selling to. B2B selling can be done in person, over the phone, or online.


B2C selling is the process of selling products or services to individuals (customers or consumers) through direct means, such as in-person sales, over the phone, or online.


A standard against which something can be measured or compared.

Best Practices

Proven methods or processes that have been shown to produce superior results.

Brand Awareness

The level of familiarity and recognition that consumers have with a company or its products.

Business Case

A document that outlines the justification for pursuing a particular course of action.

Business Intelligence (BI)

Information that helps a company understand its customers, markets, and business environment.

Business Process

A series of activities or steps that are undertaken in order to achieve a specific goal.

Business Process Management (BPM)

A systematic approach to improving the efficiency and effectiveness of business processes.

Call Cycle

The sequence of activities a sales rep undertakes to generate and qualify new leads.

Call Planning

The process of creating a call plan, or schedule, for making sales calls.

Channel Partner

A third-party company that resells or distributes a company's products or services.

Cold call

A cold call is a sales call to a potential customer who has not expressed interest in the product or service.

Cold email

A cold email is an email sent to a potential customer who has not expressed interest in the product or service.

Inbound sales

Inbound sales is when a company attracts customers to its products or services, rather than seeking them out.


A performance improvement plan (PIP) is used to set expectations and track progress for an employee who is not meeting expectations. The PIP usually outlines specific areas where the employee needs to improve, as well as specific steps that need to be taken in order to improve.

Pattern Interrupt

A pattern interrupt is a sales technique designed to break the pattern of a prospect's normal behavior. By interrupting the prospect's normal pattern, the salesperson can more easily engage the prospect in a conversation, introduce a new product, or close a sale.

Ramp-up period

The amount of time required for a new hire to reach full productivity and to provide value to a sales team.


The relationship between two parties built on trust and communication.


The amount of money that a company generates.


Simply put, SaaS is "Software As A Service"

Sales cadence

A sales cadence is a series of steps that a salesperson takes to move a customer through their sales process. Steps typically consist of emails, phone calls, LinkedIn outreach, and other tasks.

Sales call

A sales call is a phone conversation or meeting (often times prearranged) during which a salesperson tries to convince a potential customer to buy a product or service.

Sales sequence

A series of planned steps that a salesperson takes to move a potential customer through their sales process. Steps typically consist of emails (auto & manual), phone calls, LinkedIn outreach, and other tasks.

Time kills all deals

The idea that the longer a deal takes, the less likely it is to close.

Tire kicker

A potential customer who shows interest in a product or service, but is not serious about making a purchase.

Top of the funnel (TOFU)

The stage of the sales funnel in which potential customers are first contacted and introduced to a company's products or services.


A startup company that is valued at over $1 billion.

Unique Selling Point / Proposition (USP)

The one feature or benefit of a product or service that sets it apart from its competitors.


The act of selling a more expensive or upgraded product or service to a customer.

Value proposition

The unique value that a company's products or services offer to its customers.

Warm call

A phone call or meeting in which the salesperson has some prior connection to the potential customer.

White whale

A big sales prospect that is difficult to close. Also referred to as simply a whale.

Zeroed out

Having no remaining balance.

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