Sales is the process through which a product or service is exchanged with a customer based on mutual value creation. In modern business literature, sales is not only defined as a physical exchange, but also as a relational process that creates value through interaction with the customer. The successful execution of this process requires a competent team and effective leadership to guide and manage that team. In Türkiye, a significant portion of employment is concentrated in sales-related positions, which makes the adoption of modern and value-driven sales practices not only important but also essential.

With the evolving understanding of marketing, the concept of sales management has shifted from a focus solely on increasing sales volume to an emphasis on enhancing profitability. Profitability, in turn, is closely linked to building long-term relationships with customers and generating mutual value.

Although the concept of sales encompasses a wide range of techniques, methods, and scientific approaches, the human factor remains central. Therefore, sales managers must possess strong communication and listening skills, interpersonal abilities, as well as organizational and time management competencies. Additionally, sales managers are expected to have a solid understanding of modern developments in marketing, human resources, and budgeting, and to assume a strategic role within the organization.