Your A to Z Sales Glossary

This glossary contains in-depth articles explaining sales, marketing, and business concepts and theories. It’s meant to educate and help new professionals navigate the world sales.



B2B (business-to-business) is a transaction type made between businesses. Find out the difference between vertical and horizontal B2B.


B2C, or business-to-consumer, describes business relationships between a company and an individual person (consumer or customer). Here’s everything you need to know about B2C.

Bad leads

Bad leads are prospects who have a low probability of buying from a company. Here’s how to deal with bad leads.


BANT is a marketing qualification approach that lets sales reps determine whether a lead is a good fit based based on their Budget, Authority, Needs, and Timeline. Here are BANT examples.

Base salary

Base salary is a fixed sum of money that an employer pays to employees in exchange for their accomplished work. Find out how companies determine base salary.


A baseline is an attributed value of everything outside of your marketing efforts, including all costs, sales, or other variables that would have happened anyway.

BASHO email

A BASHO email is a type of a highly personalized cold email usually addressed to decision-makers with an aim of getting the first call or meeting with them. Find out how to write an effective BASHO email.

Bottom of the funnel (BOFU)

The bottom of the funnel (BOFU) is the last stage in the buyer’s journey when a lead makes a purchasing decision. Here are BOFU content examples.

Brag book

A brag book is a collection of testimonials and case studies from satisfied customers. It can also be a work portfolio that develops your credibility with the interviewer. Here’s what to include in it.

Business development representative (BDR)

A business development representative (BDR) is a member of the sales team whose duty is drawing new business opportunities to the company.

Business email

Business email is the main way of communication with chief executives, customers, sponsors, suppliers, and partners. Find out what a proper business email format is.

Business process automation

Business process automation is a set of algorithms and software a company uses to automate repetitive tasks. Check out the best software to automate business processes.

Business proposal

A business proposal is a document that describes how a company’s products or services can satisfy a client’s needs. Learn how to create a business proposal.

Buyer behavior

Buyer behavior refers to the actions people take to purchase products and services. Find out buyer behavior types and patterns.

Buyer persona

A buyer persona is a profile of your ideal customer based on the real data of your existing customers and market research. Here are some examples of buyer persona types you want to know.

Buying intent

Buying intent, also known as purchasing intent, is the probability, the degree of willingness and inclination of consumers to buy a product or service. Here’s how to define it for your business.

Buying signal

A buying signal is an action indicating an opportunity for a sales representative to make contact with a prospect. Find out examples of buying signals.


Call to action (CTA)

Call to action (CTA) is a statement intended to persuade visitors to perform a certain action. Here’s how you can write an effective CTA.


A sales call-back is a prospect’s call you expect to get after leaving a voicemail message. Find out effective voicemail script techniques for getting a sales call-back.

Challenger sales model

The Challenger sales model focuses on teaching, tailoring and taking control of a sales experience. How do you apply the challenger’s approach?

Channel sales

Channel sales are a sales model that presupposes distributing your product or service to the market through third parties. Find out channel sales pros and cons.


A chatbot is a program that simulates a human-like conversation with a user. Here are the best chat widgets for websites and Facebook.

Churn rate

Churn rate is the percentage of subscribers who end their subscription to a service within a given time frame. Here’s how to calculate churn rate and reduce high churn.


A clawback means that funds previously assigned to an employee must be returned to an employer. Here are examples of clawback provisions.

Click-through rate (CTR)

Click-through rate, also known as CTR, is the ratio of clicks on a specific link to the number of total users who view a page. Find out how to calculate CTR.

Closing ratio

Closing ratio, or a close rate, is a measure of your sales team’s efficiency. It shows the proportion of closed sales to the number of all sales efforts. Find out ways how to improve closing ratio.

Cold call

Cold calls are unsolicited sales calls to prospects who don’t know the company. Here’s how to cold call effectively.

Cold email

A cold email is an initial email you send to a potential customer without prior contact. Here’s how to create an effective cold email.


Conversion is an action that moves a potential customer along the sales funnel. There are many types of conversions — find out how to track and calculate them.

Conversion rate

Conversion rate is the formula for determining the ratio of sales or conversions per visitor. It can also refer to any action made by visitors. Find out how to calculate an average conversion rate.

Conversion rate optimization

Conversion rate optimization is the process of improving the percentage of visitors to your website that convert (aka the conversion rate). We’ve collected a list of CRO tips and tools. Read on.

Cost per click (CPC)

Cost per click, also known as CPC and PPC, is a web marketing method used to draw target traffic to web pages. Find out how to calculate CPC and its types in this guide.

Cost per impression (CPM)

Cost per impression (CPM) is the cost one will pay for each thousand ad impressions. Find out how to calculate CPM.

Critical questions

Sales critical questions are open-ended questions sales reps commonly use during cold calls to make a better contact and build trust with potential customers. Here are critical questions examples.

Customer database

A customer database is a collection of information that includes lead contact details like a person’s name, phone numbers, email addresses, etc. Learn how it can help you boost business operations.

Customer lifetime value

CLV (customer lifetime value) is the revenue a business receives from a customer over the length of the customer/business relationship. Here’s how to calculate it.

Customer loyalty

Customer loyalty is preferring one company’s services or goods over its competitors when making purchases. Find out how to build customer loyalty.

Customer management

Customer management leads to higher loyalty and increased revenues. Learn about what customer management is and how to successfully implement it within your company.

Customer relationship management (CRM)

Customer relationship management (CRM) is a technology for managing all business relationships and interactions with existing and potential clients. Here are CRM examples.



Software as a service (SaaS) is a model for the distribution of software where customers access the software through the internet. Here’s how SaaS works.

Sales call

A sales call is a pre-arranged face-to-face meeting between a salesperson and prospect. Here’s how to make a sales call.

Sales champion

A sales champion is a stakeholder within a prospect’s organization who sells your product or service to their colleagues on your behalf. Find out how to become one.

Sales coaching

Sales coaching is the process that involves organized teaching of sales reps to help them improve their skills and achieve sales goals. Here are the best sales coaching tips.

Sales compensation

Sales compensation is payment that salespeople get for their work. As a rule, it includes a base salary, commission, and additional monetary incentives. Find out what sales compensation model to choose.

Sales cycle

A sales cycle includes all the steps of a sales process, starting from the first customer contact to closing the deal. Here’s what the sales cycle stages are.

Sales director

A sales director is a position the company offers to a person who will be responsible for leading a sales department and guiding it toward achieving a company’s sales goals.

Sales funnel

A sales funnel is a series of steps a lead goes through before they reach the point of buying. Here are the sales funnel stages and optimization tips for improved conversion.

Sales management

Sales management is the process of developing, planning, and controlling the entire process of selling your company’s goods or services. Find out the most effective sales management tactics.

Sales methodology

A sales methodology is a set of principles a sales team should follow to understand how to perform their roles no matter what situations they may face during the sales process. Here are sales models examples.

Sales outreach

Sales outreach is a way of contacting and building relationship with your prospective and existing customers over the phone, email, or social media. Here’s how to outreach effectively.

Sales pitch

A sales pitch is a short sales presentation aimed to convince a new or existing customer to close a sale. Here’s how to craft a good sales pitch.

Sales presentation

A sales presentation is a short presentation of your solution to prospects that aims to persuade them to make a purchase. Find out where to find free templates for sales presentations.

Sales turnover

Sales turnover is a measure for evaluating how much of its products or services a business sells within a defined period. Here’s how to calculate the sales turnover ratio.


A salutation is a word or phrase used for greeting a recipient in business or personal correspondence. Here are the best salutation examples.


Sandbagging is a tactic of diminishing the expectations of a business’s strengths and core expertise to generate greater-than-expected results. Here are sandbagging examples.

Sound bite

A sound bite is a short, catchy piece of video, audio, or speech chosen to give the essence of what you are saying and arouse interest in the full-length source. Find out how to make a successful sound bite.

Statement of work

A statement of work (SoW) is a document created to plan a project and manage client expectations. Here are the SoW elements.

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