How much do we really understand the scale and significance of sales in the global economy? When we look at the numbers, it becomes clear that sales are not just important—they are the backbone of the modern world. On a global scale, out of the 3.5 billion people employed worldwide, around 13% of them work in sales. That’s about 455 million people (Source: Statista, Forbes). In the United States alone, the sales industry employs about 14 million people, making up 10% of the workforce.
While automation is expected to reduce the number of positions in the sector, the natural turnover ensures that 1.8 million new sales jobs will be created each year.
Sales, then, are not just a promising career—they are the essential activity that keeps the economy moving. But the real question is: what is sales, exactly?
Sales: More Than a Simple Exchange
Most of us instinctively associate sales with trade—a straightforward exchange of products or services for money. However, sales are far more complex than just a transactional act. Leading experts and authors have offered their own definitions of sales that reflect its deeper role:
• Philip Kotler and Kevin Lane Keller place sales at the heart of the marketing mix (4Ps: product, price, place, promotion), emphasizing its pivotal role in directly interacting with customers and achieving business goals.
• Robert Cialdini, the master of influence, defines sales as a process of understanding needs, building trust, and influencing customer decisions.
• Miller and Jenc approach sales from a legal perspective, viewing it as a formal contract between the buyer and the seller, based on clearly defined rights and obligations.
• Riley describes sales as the creation of added value, where both parties benefit by optimizing resources.
However, perhaps the simplest yet most profound definition comes from Phil Jones, author of Exactly What to Say:
“Sales is the process of earning the right to make a recommendation.”
Sales as a Right, Not a Privilege
Jones’s definition serves as a reminder that sales isn’t about forcing a product onto someone or convincing the customer to make a hasty decision. On the contrary, sales is about building relationships and trust. True success comes when, through authenticity and understanding, we earn the right to offer the customer a solution that genuinely meets their needs.
Consider this process: every successful salesperson is, first and foremost, a bridge-builder. Rather than “pushing” a product or service, they view sales as an act of helping—a moment where the customer not only gets what they need but also feels valued and respected.
Persuasion Skills: The Heart of Sales
Looking deeper, we realize that sales isn’t just the “job of the salesperson.” It’s a universal skill. In everyday life, we all sell something—ideas, visions, beliefs. When we ask for a raise, we try to persuade our boss of our value. When we lead a company, we strive to inspire the team to follow our vision. When we talk to our children, we discuss the importance of the decisions that will shape their lives.
At its core, sales is the ability to influence others. It’s a skill that transcends profession and becomes a fundamental competence in every area of life. Whether in the office, the courtroom, or at home—it all comes down to our ability to shape opinions and encourage action.
The Difference Between Persuasion and Convincing
What makes sales so subtle and powerful is the difference between convincing and persuading. While convincing carries a tone of pressure—like pushing the customer toward a decision—persuading opens up space for mutual understanding. When we persuade, we build trust. When we persuade, we help the customer recognize the value of what we’re offering.
Sales as a Universal Art
In the end, sales is an art of connection. Whether it’s a product, service, or idea, our task is to build a bridge between what we offer and what the customer truly needs. This is not manipulation—it’s an act of honesty and empathy.
When we view sales through this lens, it becomes clear that it’s much more than a job. Sales is a skill, a science, but also a calling—an opportunity to build trust, create value, and leave a lasting impact on others’ lives. Because at the end of the day, every conversation, every interaction, and every transaction is part of a bigger story—the story of how we grow together and create something greater than the sum of its parts.