Sales & Retail Vocabulary: 189 Key English Terms

All the potential deals a salesperson or team is working on, arranged by stage from first contact to signed contract, so you can see what is likely to close.

An agreement to buy or sell something, or a sales opportunity that a seller is working on and hopes to win.

To contact someone again after a call, meeting or offer, to answer questions, check their interest and move the sale to the next step.

Business-to-business: selling products or services to other companies rather than to individual consumers.

Business-to-consumer: selling products or services directly to individual people for their own use, as shops, restaurants and online stores do.

A model that shows the stages buyers go through, from first hearing about a product to buying it, with fewer people at each stage, like the shape of a funnel.

An early conversation with a prospect in which the seller asks questions to understand their situation, problems and goals before suggesting a solution.

A document sent to a potential customer that explains the suggested solution, what is included, the price and the main terms, written to win their business.

A person whose job is to sell a company's products or services to customers, by phone, online or in person; short for sales representative.

The whole sequence of steps from the first contact with a potential customer to the signed deal, and the time this usually takes.

A qualified potential sale that is being actively worked on, with an estimated value and an expected closing date in the CRM.

Request for proposal: a formal document in which an organisation describes what it wants to buy and invites several suppliers to send proposals.

A person who evaluates whether a proposed purchase meets technical or operational requirements.

A plan agreed by buyer and seller that assigns owners and dates to the steps needed for a purchase.

The evidence required before a sales opportunity can move from one pipeline stage to the next.

The movement of an expected sales closing date into a later reporting period.

The regular work of keeping opportunity records accurate, current and free of misleading entries.

A structured review of completed sales opportunities to understand why buyers chose or rejected an offer.

The provision of training, content and tools that help sellers conduct effective sales conversations.

A practical guide explaining how a sales team handles particular selling situations and stages.

A process through which a sales partner records an opportunity with a supplier to request recognition or protection.

Two organisations working together on a sales opportunity while contributing their own expertise or products.

The function that manages sales processes, systems, planning and reporting so the selling team can work effectively.

The coordination of processes and data across sales, marketing and customer teams to support the full revenue lifecycle.

A decision about whether to invest resources in responding to a particular competitive buying opportunity.

A strategy for pursuing and positioning a specific competitive opportunity, often developed before the formal request for proposals.

The measurement of how long sales opportunities have remained open or within a particular stage.

A person or company that may become a customer, for example someone who downloaded a brochure, called for information or was found through research.

A possible customer who has been checked and seems a good fit, with a real need for the product and the ability to buy it.

A phone call to a person or business that has had no earlier contact with you, made to introduce a product and start a sales conversation.

To check whether a lead is worth pursuing by finding out if they have a real need, a budget, the authority to buy and a realistic timeline.

The person in a company who has the authority to approve a purchase and sign the contract, such as a director or the owner.

A person, such as a receptionist or assistant, who controls access to a decision-maker and decides which calls and emails get through.

A new lead that comes from an existing customer or contact who recommends you, or the act of recommending someone in this way.

The work of finding and attracting new potential customers, through activities such as events, ads, content, cold outreach and referrals.

A description of the type of company that would benefit most from your product and be most valuable to you, based on factors such as industry, size and location.

Using social media, especially professional networks such as LinkedIn, to find prospects, build relationships and start sales conversations.

A planned pattern of sales calls, messages and pauses used to contact a prospect over time.

The assignment of incoming sales leads to the appropriate representative or team.

A lead that sales has agreed to take responsibility for following up under its handoff rules.

A change in a potential customer's circumstances that creates a reason for a relevant sales approach.

A specific customer or prospect company assigned by name to a salesperson or team.

A coordinated selling approach focused on selected organisations and the relevant people within each one.

A recorded category describing the outcome of a sales call, such as no answer or a meeting agreed.

Selling by visiting potential customers at their homes or premises without requiring them to come to a shop.

A planned talk or presentation in which a seller explains why a product is right for a customer and tries to persuade them to buy.

A live showing of how a product works, given to a potential customer so they can see how it would solve their problem.

A short, clear statement of what a customer gains from a product and why it is better for them than the other options.

A friendly, trusting connection between two people that makes communication easy, for example between a salesperson and a customer.

A very short, clear description of what you or your product offers, short enough to say during a lift ride of about 30 seconds.

A specific problem or frustration that a customer has, which a product or service could solve.

The real advantage a customer gets from a product, such as saving time or money, as opposed to a feature, which is simply what the product has or does.

A short report that describes how a real customer used a product or service and what results they achieved, used to convince similar buyers.

A short internal sales reference summarising how to discuss a competitor or a particular selling situation.

The assessment of whether a proposed solution can meet the buyer's technical requirements.

A conversation in which a prospective buyer asks an existing customer about their experience with a supplier.

An approach in which the seller diagnoses the buyer's situation and advises on a suitable solution.

An approach that connects an offer's price to the business outcomes the buyer expects to achieve.

A table linking each buyer requirement to the part of a proposal that addresses it and to supporting evidence.

To get a customer's final agreement to buy, such as a signature, an order or a payment, so that the sale is complete.

A reason a potential customer gives for not buying or not buying yet, such as price, timing, trust or a competitor's offer.

A question asked during a sales conversation to test how ready the customer is to buy, without asking for the final decision yet.

Something a customer says or does that shows they are seriously thinking about buying, such as asking about delivery dates, prices or contract details.

To resist or argue against a price, idea, request or deadline, usually politely and as part of a discussion rather than as a final refusal.

To give official approval for something, such as a purchase, budget or contract, often by signing it, so that it can go ahead.

The skill of listening to a customer's concerns and answering them in a way that removes doubts and keeps the sale moving.

A planned way of asking for the customer's decision at the end of a sale, such as offering a choice between two options or summarising the agreed points.

In sales, a real reason for the customer to decide now rather than later, such as a price rise, a deadline or a problem that is getting worse.

A sales outcome in which the buyer makes no purchase rather than choosing a competing supplier.

The recorded explanation for why a particular sales opportunity did not become a sale.

The losses or missed benefits a buyer expects if they leave a business problem unresolved.

Winning business by replacing a supplier or solution that a customer already uses.

Asking questions to establish whether a stated concern is the only remaining barrier to a purchase.

A reduction in the normal price of a product or service, given for example to win a deal, reward a loyal customer or sell old stock.

A written statement of how much a product or service will cost, given to a customer before they decide to buy; also called a quotation.

The official price of a product as shown in a price list or catalogue, before any discounts are applied.

The difference between what a product sells for and what it costs, often shown as a percentage of the selling price.

To discuss the price, terms or conditions of a deal with the other side in order to reach an agreement that both can accept.

A formal written agreement between a seller and a buyer that sets out what will be supplied, at what price and under which conditions, and that both sides must follow.

Describing an agreement or situation that gives both sides something they want, so that neither side feels it has lost.

In negotiation, the lowest price or worst terms you are willing to accept; more generally, a company's final profit, or the most important point.

Something one side gives up or agrees to during a negotiation, such as a lower price or an extra service, in order to reach a deal.

A lower price per unit given to a customer who buys a large quantity, often in steps: the more they buy, the bigger the discount.

The conditions agreed for paying an invoice, such as how many days the buyer has to pay, any deposit and any discount for early payment.

The amount added to the cost of a product to set its selling price, usually shown as a percentage of the cost.

A team or function that coordinates approval and support for complex or nonstandard sales deals.

An increase in the price or contracted value agreed when an existing customer renews.

An analysis showing how discounts and other deductions reduce a starting price to the amount ultimately retained.

The amount a seller retains from a transaction after relevant discounts, rebates and allowances.

Competition or disagreement between sales routes that target the same customers or opportunities.

Purchasing more stock than immediately needed to obtain a favourable price or prepare for a price increase.

A question or answer used to resolve uncertainty about the requirements or content of a competitive bid.

A rebate that applies back to eligible earlier purchases once an agreed buying threshold is reached.

A rebate that applies only to eligible purchases above a stated threshold rather than to all earlier purchases.

An agreed arrangement that compensates a buyer or reseller if specified prices fall within a defined period.

Customer relationship management: software where a company records its contacts, leads, deals and conversations with customers in one place.

A person responsible for looking after a group of existing customers, keeping them happy and finding chances to sell them more.

To persuade a customer to buy a more expensive version, an upgrade or a bigger package than the one they first planned to buy.

To sell a customer a different but related product in addition to the one they are buying, such as a case with a new phone.

One of a company's most important customers, usually because of the size of its orders or its strategic value, which gets special attention and a dedicated manager.

A company's ability to keep its existing customers buying over time, instead of losing them to competitors.

The loss of customers who stop buying or cancel their subscription or contract during a period; also the rate at which this happens.

The act of extending a contract or subscription for another period when the current one ends, or the new contract itself.

The total revenue or profit a company expects to earn from one customer over the whole time that customer keeps buying from it.

To contact a customer or colleague briefly to see how things are going, without a big agenda, and to keep the relationship active.

The geographic area, group of customers or industry that a salesperson or team is responsible for.

Identifying the people, relationships and influence within a customer organisation to guide sales work.

An influential person inside a customer organisation who actively supports a seller's proposed solution.

A sales strategy of winning a small initial purchase and growing the relationship through later purchases.

An assessment of unmet needs or unserved teams within existing customer accounts that may offer growth opportunities.

The extent to which a supplier has established business across the relevant parts of a customer organisation.

The proportion of a customer's spending in a defined category that goes to one supplier.

A documented strategy for developing a particular customer relationship and achieving agreed commercial goals.

Aligning the end dates of separate customer contracts or subscriptions so they renew together.

Money a supplier makes available to sales partners for approved activities that develop demand for its products.

An arrangement allowing a reseller to return or exchange specified unsold stock under agreed conditions.

A customer account managed directly by the company rather than allocated on the usual individual salesperson basis.

The business of selling goods in small quantities directly to the public, through shops, online stores or other channels, rather than to other businesses.

The place and moment where a customer pays for a purchase, such as a shop till or an online checkout, and the system used to record that payment.

A printed or digital record that shows what a customer bought, how much they paid and when, used as proof of purchase.

Money paid back to a customer who returns a product or cancels a service, usually to the same card or in cash.

A person in a shop, supermarket or bank whose job is to take payments from customers and give them change and receipts.

The place in a shop where customers pay for their goods, or the final payment step on a website.

The part of a shop where products are displayed and customers walk around and shop, as opposed to the stockroom or offices.

A scheme in which regular customers collect points, discounts or rewards when they shop, designed to make them come back.

A shop's rules about when and how customers can bring back products, for example within 30 days, with a receipt and in original condition.

The machine or counter in a shop where payments are taken and money is kept; in US English, a cash register.

The person in charge of a shop, responsible for its staff, sales results, stock, customer service and daily running.

A shop employee who helps customers on the sales floor, answers questions, finds products and sizes, and often works on the till as well.

The number of people who enter a shop or a shopping area during a given period.

A customer who comes into a shop, salon, showroom or hotel without an appointment or booking, often just to look around.

A person paid by a company to visit a shop as an ordinary customer and report on the service, staff behaviour and store standards.

Personalised store selling that uses remembered or recorded customer preferences to build ongoing relationships.

A product sold at a deliberately low or loss-making price to attract shoppers who may buy other goods.

A store arrangement that reserves goods while the customer pays in instalments before taking them home.

A product used for display or demonstration in a shop, which may later be offered for sale.

Serving shoppers away from the main checkout to shorten payment queues, often using mobile equipment.

Not available to buy at the moment because the shop or warehouse has none left.

The planning and display of products in a shop, including what to sell, how much to stock, where to place it and how to price it, so that customers buy more.

All the goods a business has in stock and available to sell, or a detailed list of them.

To fill shelves or a shop again with new supplies of goods that have been sold, or to order more of a product.

A permanent reduction in the selling price of an item, usually to sell slow-moving or end-of-season stock.

The difference between the stock a shop should have according to its records and what it actually has, caused by theft, damage, mistakes or fraud.

Stock keeping unit: a unique code a retailer gives to each version of a product, so that each size, colour or pack type can be tracked separately.

A diagram that shows exactly where each product should be placed on a shelf or display, including how many items face the customer.

The design of how products and the inside of a shop look, including windows, displays, lighting and layout, to attract customers and make them buy.

An arrangement of products and decorations in a shop window, designed to catch the attention of people passing by and bring them inside.

A room at the back of a shop where extra goods are kept until they are needed on the sales floor.

A full count of all the goods a shop or warehouse has, done to check that the real stock matches the records.

A small label attached to a product or shelf that shows how much it costs, often together with a barcode and product code.

A product display at the end of a retail aisle, often used to highlight an offer or range.

A small sign attached near a product on a shelf to explain or promote it.

An open retail display container holding loose products that shoppers can select directly.

A prominent main route through a shop where displays receive especially high visibility.

The proportion of a defined shelf space occupied by a brand or product range.

Stock recorded as available in a retail system that cannot actually be found for sale.

Bringing products to the front of shelves and turning them towards shoppers to keep the display orderly.

A supplier chosen to advise a retailer on managing a whole product category, including assortment and shelf layout.

The amount of sales, in money or units, that a person, team or store is expected to reach in a given period.

A fixed sales target given to a salesperson or team for a period, often used to calculate commission and judge performance.

Money paid to a salesperson based on the sales they make, usually a percentage of the value of each sale or of total revenue.

The percentage of people who take a desired next step, such as store visitors who buy something or leads who become customers.

Key performance indicator: a number that shows how well a person, team or store is doing against an important goal, such as daily sales or conversion rate.

The average amount a customer spends in one purchase, calculated by dividing total sales by the number of transactions.

The percentage of sales opportunities that end in a won deal, out of all the opportunities closed as won or lost in a period.

The total pay a salesperson can expect in a year if they reach 100 percent of their target, made up of base salary plus commission or bonus.

An estimate of how much a person, team or company will sell in a coming period, based on the pipeline, past results and market conditions.

To reach the sales amount or result that you were expected to achieve in a given period.

The value of eligible open sales opportunities relative to the sales target they are intended to cover.

The total obtained by multiplying each sales opportunity's value by its estimated chance of winning and adding the results.

An approved reduction in a salesperson's target to account for specified circumstances.

A higher commission rate that applies after a salesperson reaches a stated performance threshold.

A reduced commission rate applied when performance falls within a lower band defined by a pay plan.

A limit on the amount of commission a salesperson can earn under a pay plan.

The reversal of commission previously awarded when a condition in the sales pay plan is not met.

An advance against future sales commissions that is offset against commissions earned later.

A guaranteed advance on sales commission that does not create a recoverable shortfall under the plan.

The portion of a sale assigned to a salesperson for measuring target achievement or calculating compensation.

A short-term sales incentive offered to encourage a specific selling activity or result.

A reduced or gradually increasing sales target assigned while a new seller builds productivity.

The average number of items sold in each completed purchase, calculated as units sold divided by transactions.

The proportion of eligible main-product sales that include a specified additional product or service.

Sales revenue divided by the store area measured in square feet over a specified period.

The proportion of attempted sales calls that reach the intended person under a stated measurement rule.

An estimate of sales value generated per unit of time using opportunity volume, average deal value, win rate and cycle length.

The relative contribution of different products, services or categories to a company's sales.

The amount of selling output a team can realistically produce with its available people, time and productivity.

Commission earned on continuing customer payments or repeat business after the initial sale, under a sales pay plan.

A minimum sales or performance level that must be reached before commission becomes payable under a plan.