Sales: definition and examples | ToolSense Glossary (2023)

Sales revenue is commonly usedmetric in businessand is often applied asbaseline in company valuation🇧🇷 Additionally, it is a valuable metric for setting revenue targets, forecasting, calculating growth, and making long-term strategic decisions.

Sales: definition and examples | ToolSense Glossary (1)


  • The most significant benefit of sales revenue is that it indicates the profitability and success of a company's core business.
  • Accurate tracking of sales revenue provides the foundation of the income statement.
  • It is essential when calculating other KPIs, for example, Customer Lifetime Value (CLV), Outstanding Days Outstanding (DSO) andROI.

What is sales revenue?

The termsrevenueySales revenuesometimes they are used interchangeably. However, there is aclear difference between these two🇧🇷 the last one isincome derived exclusively from sales of goods and services, while revenue also includes revenue generated by items indirectly related to the company's core business.

Sales revenue can be broken down intogross sales, that is, the total sales generated by the company in the last accounting period, andliquid revenue of sales, that is, total sales minus returns, discounts, and rebates for the accounting period.

This number can determine if a company iseligible for specific contracts or loans🇧🇷 In addition, you can indicate which areas of the company will be more profitable to invest in. Therefore, entrepreneurs, managers, directors of companies and anyone involved inmake financial decisionsshould understandhow to calculate sales revenue as a business metric.

revenue x sales

For example, the recipe might consist ofincome generated by interest on bank accountsor dividends from investments not related to the sale of products or services. Therefore, revenue is classified asThe non-operating result.

Sales revenue is the firstamount quoted in the income statement, and for good reason. First, this metric is the foundation upon which a companydetermine net profit🇧🇷 Furthermore, he is a figurewhich essential reports, including statements of cash flows and earnings per share, are calculated.

Sales: definition and examples | ToolSense Glossary (2)

What is the total revenue?

Total revenue is all revenue generated by thetotal sales of goods and services, regardless of the source of revenue, such as sales, marketing or investments. It is almost always greater than total sales revenue because it is the sum of all a company's sources of revenue.

How to Calculate Sales Revenue

The sales revenue formula calculates revenue permultiplying the number of units sold by the average unit price🇧🇷 Service companies calculate the formula a little differently: by multiplying the number of customers by the average price of the service.

Product-based sales revenue formula

Revenue = Number of units sold x average price

Service-Based Sales Revenue Formula

Billing = Number of Customers x Average Price of Services

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Calculation Example

When a company sells goods and also provides a service, sales revenue is calculated as per the following example:

Sewing Sewing machines and repairs

Product revenue: 25 sewing machines x £400 each = £10,000

Service income: 50 repaired sewing machines x £50 = £2,500

Sales revenue: £12,500

The most important thing to keep in mind is that you mustare derived from the main activity of the company🇧🇷 In this case, the sales income is the sale or repair of sewing machines, which generates cash income for the business.

While sales revenue includes all sales of goods or services,does not always necessarily represent those sales in the current accounting period🇧🇷 Taking the above example, Stitches Sewing Machines sold and received payment for 25 sewing machines in October at £400 per machine, totaling £10,000. The company also fixed 15 machines in October at £50 per repair, a total of £750.

However, even if customers have paid for these repairs, the machines won't be returned to them until November. Therefore, the values ​​of repair services for said machineswill not be accounted for in the October books🇧🇷 Instead, this deferred revenue will be recognized when repaired machines are delivered to customers.

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How to measure the profitability of a business?

The profitability of a company is measured by thegross profit margin formula.

Gross Profit Margin Formula

Gross Profit Margin = (Net Sales - Cost of Goods Sold) ÷ Net Sales

So we see that the gross profit margin is thegross profit expressed as a percentage of net sales🇧🇷 It is sometimes calledgross margin rate🇧🇷 The profit that remains after subtracting cost of sales is known asgross profit.

Cost of sales, or cost of goods sold, is thecost to your business of inventory or products sold during the accounting period on the statement🇧🇷 It can also refer to the direct cost of the products manufactured by your company andincludes the cost of labor and materials🇧🇷 However, overhead costs and expenses such as marketing, sales, and overhead are excluded from the COGS.

Sales revenue and income statement

A sales revenue model says a company makes moneysale of products and services🇧🇷 Therefore, this model applies to any business that directly sells goods and services online, by mail, or in-store.

The first line of a income statementis sales revenue, which is an important metric. It is the starting point fornet profit calculation🇧🇷 Cost of goods sold is deducted from sales revenue to findgross profit.

Other costs likedepreciation and sales, general and administrative expensesare deducted from gross profit to arrive at the operating margin, sometimes calledEBIT🇧🇷 Operating margin minus interest expense gives you thepre-tax income.

Sales revenue should be included on income statements along with other key financial metrics. You can structure an income statement as aone step tax return, with a category forProhibitedand a category forbills, or you can build onemulti-step tax returnwith income and expenses organized into different expense accounts. Profit before tax minus taxes is net income.

Sales: definition and examples | ToolSense Glossary (4)

One step income statement formula

Net profit = (profit + revenue) – (loss + expenses)

A company's net income is calculated by subtracting expenses and losses from revenue and profit. A one-step income statement is asimple accounting method for evaluating a company's financial activityand it's easy to prepare and understand. These income statements areuseful when making a financial assessment, depending on profit or net income.

Example of a one-step income statement

Although,single-step results statements do not provide a high level of detail🇧🇷 Therefore, they are not always appropriate for more complex businesses. Here is an example of a one-step income statement:

Seashell Gift Shop

Gross income: £50,000

Expenses: £35,000

Net Income Income: £15,000

Increase in sales revenue

Determine your goals

Start by looking at the information you already have toplan where you want your business to be in the future🇧🇷 See the number of customers who purchased your products or services last year. How much revenue did each customer generate, on average? How fast is your number of customers growing?Consider best and worst case scenarios to set realistic goals🇧🇷 Finally, use your sales revenue metrics to make more accurate financial forecasts.

(Video) Sales Budget: Definition & Examples

Focus on returning customers

When a customer makes a second, third, or fourth purchase from your business, they are more likely to buy from you in the future. Therefore, it is worth attracting them so thatmake repeat purchases with special offers, add-ons or discounts.

Refine your pricing strategy

Time-honored tactics likepack your products in "packages", prices ending in "9", and repricing a service from annual cost to monthly cost can help drive sales revenue.

Offer discounts and rebates

discounts and rebatesencourage undecided customers to make a purchase🇧🇷 When properly marketed, discounts create an incentive for consumers to start shopping. Discounts can be on limited products, such as volume discounts on two or more products, seasonal discounts, or discounts on all products in an in-store sale.

Use effective marketing strategies

Target marketing growth strategies likedirect mail, email and social networks🇧🇷 a great way toimprove sales and increase revenue is through online marketing🇧🇷 Analyze data about customer purchases and product preferences. Then develop targeted promotions based on strategic plans to target specific customers with advertising messages and offers.

Check your online presence

Check your online presence🇧🇷 Is your website well designed and easy to navigate? Is importantRegularly check your online presence.Review your sites and see how they look on different devices. Analytics tools can help you analyze your website traffic and develop plans to improve your customers' online experience.

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Director of Operations Performance

„We wanted to have a solution that not only tracks expensive assets but also cheap ones. In Austria,The ISS operates more than 6,500 cleaning machinesalone, not counting vacuum cleaners and other equipment. WithToolSensewe bring them together on a single platform, leveraging data from IoT hardware and improvingmaintenanceyinspectionLaw Suit."

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The benefits of sales revenue

cost effectiveness

The purpose of a business ismake a profit, and the main driver of profitability issales revenue🇧🇷 The more your income increases, the more likely your profits will grow. To maximize profits, the trick is to achieve higher revenue levels while managing costs so that they grow at a slower rate. By optimizingrevenue growth, will generate more profit. Once your income increases, you can earn more, reinvest in your business, create new sources of revenue, expand by merging or acquiring another business, and increase the value of your business.

business evaluation

The assessment assigned to your company determines yourability to make transactional decisionsabout your business. For example, if you want to sell your business, obtain an investment or bank loan, acquire another business, or take your company public, the business valuation determineshow much is the company worthyhow much will you pay or earn with these procedures.


Ultimately, the proof of any business lies in the fact thatcustomers are buying your products or services🇧🇷 Customers buy because they see value in your products, and retaining customers while gaining new ones requires financial resources, hard work, and determination. In particular, startups must demonstrate to investors that their product or service can generate revenue and expand in the future.


For your business to prosper, you needattract and retain talented and reliable employees🇧🇷 They need to know that they will reap the benefits of working for a profitable company. Increasing earnings from sales revenue allows a company to offer its employees better wages, a well-defined career path, performance bonuses, and stock options. Offering these incentives increases employee satisfaction and helps maintain an effective, well-trained workforce.

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Sales revenue is one of the most valuable metrics foranalyze past performance and historical financial forecast🇧🇷 That's why your position at the top of an income statement is so important. Other metrics listed are often expressed as a percentage of this index. Therefore, it provides an ideal benchmark for predicting any other metric in the income statement.

The conclusion is thatcompanies exist to profit🇧🇷 An important part of the profit generation process is identifying and analyzing the money as it comes in. Finally, understanding sales revenue is a crucial part of this process.

frequently asked questions

What is the definition of sales revenue?

Sales revenue is revenue from products and services before deducting any expenses. It is usually calculated over a defined period, such as a financial year or quarter.

Is sales revenue a profit?

Costs or expenses associated with business operations are not deducted from sales revenue. Profit is the income remaining after accounting for all expenses, debt, other sources of income, and operating costs.

What is operating profit?

Operating income looks at profit after deducting operating expenses such as wages, depreciation and cost of goods sold.

What are the different types of income?

Four common types of income are:revenue from sales of goods or services, interest income earned on investments, rental income derived from the leasing of buildings or equipment, dividend income earned on holding shares and interests in other companies.

(Video) Sales Vs Marketing: Difference between them with definition, process & comparison chart

What are indirect sales?

Direct sales revenue is the portion of sales revenue that the customer pays you directly. This is in contrast to indirect sales revenue, which is paid by a customer to a third party.


What is sales meaning in business? ›

What is Sales? A transaction that includes an exchange of services or goods for a certain amount of money is known as a sale. In other words, any activity that involves transferring the ownership of a good or commodity to the buyer in exchange for a monetary price is known as a sale.

What is an example of sales and revenue? ›

Sales is the income a company generates by selling its goods and services. Meanwhile, revenue is a business's income from all sources, including sales. For example, a company can have $10 million in sales but $12 million in revenue if nonoperating income totals $2 million.

What are 4 types of revenue? ›

Rent revenue. Dividend revenue. Interest revenue. Contra revenue (sales return and sales discount)

What is revenue vs sales? ›

Revenue is the entire income a company generates from its core operations before any expenses are subtracted from the calculation. Sales are the proceeds a company generates from selling goods or services to its customers.

What is the basic meaning of sales? ›

Sales refer to the exchange of goods and services in return for the money. It is a process to transfer goods from manufacturer to distributor, distributor to wholesaler, wholesaler to retailer and from retailer to the consumer. The primary object of sales is to increase revenue.

What is the full meaning of sales? ›

: the act of selling. specifically : the transfer of ownership of and title to property from one person to another for a price. : opportunity of selling or being sold : demand. : distribution by selling. 3.

Is sales An example of income? ›

Sales revenue is the income received by a company from its sales of goods or the provision of services. In accounting, the terms “sales” and “revenue” can be, and often are, used interchangeably to mean the same thing.

What are examples of sales in accounting? ›

Example of Sales

The gross sales minus subtractions for sales returns, sales allowances, and early payment discounts is known as net sales.) Under the accrual basis or accrual method of accounting, goods sold on credit are reported as sales (revenue) when the goods have been transferred to the buyer.

What are 2 examples of revenue? ›

The three examples of revenue are:
  • Rent received.
  • Amount received from one time sale of an asset.
  • Interest received from bank accounts.

Is cash a revenue or expense? ›

Revenues are the assets earned by a company's operations and business activities. In other words, revenues include the cash or receivables received by a company for the sale of its goods or services.

What are the 5 examples of expenses? ›

Examples of expenses include rent, utilities, wages, salaries, maintenance, depreciation, insurance, and the cost of goods sold.

What are the 3 largest sources of revenue? ›

Sources of Federal Revenue

Additional sources of tax revenue consist of excise tax, estate tax, and other taxes and fees. So far in FY 2023, individual income taxes have accounted for 52% of total revenue while Social Security and Medicare taxes made up another 34%.

How do you calculate sales? ›

The formula to calculate gross sales is Total Units Sold x Original Sale Price = Gross Sales. A company's gross sales are the total sales of all its products and/or services over a period of time.

Is sales the same as profit? ›

Revenue, also known simply as "sales", does not deduct any costs or expenses associated with operating the business. Profit is the amount of income that remains after accounting for all expenses, debts, additional income streams, and operating costs.

What is sales volume? ›

Sales volume is the number of units that are sold in a given time period. This is not to be confused with total sales, which are usually quantified as a monetary value.

Why are sales examples? ›

"Sales suits me well. It's a field that aligns well with my skills, interests, and disposition. I have excellent interpersonal skills, and I'm passionate about relationship-building and customer service. Those traits have made me an effective salesperson — and simply put, I enjoy doing things I do well."

What is the key point of sales? ›

Key Takeaways

A point of sale (POS) is a place where a customer executes the payment for goods or services and where sales taxes may become payable. A POS transaction may occur in person or online, with receipts generated either in print or electronically.

What are the 3 things for sales? ›

3 Powerful Skills You Must Have to Succeed in Sales
  • S – Sincerity – Listen without an agenda, it's not about your needs.
  • E – Ethics – Don't try to talk someone into something, listen to what they want.
  • A – Asking – Serve others by asking questions that will assist them in making a wise buying decision.
Aug 22, 2011

What is sales in one sentence? ›

Published: January 21, 2022. By definition, the term "sales" refers to all activities involved in selling a product or service to a consumer or business.

What is sales and why is it important? ›

The sales team bridges the gap between potential customers' demands and the products/services offered by the organization. A good sales team enables you to obtain qualified leads and clients who add value to your business. As a result, if the company has good sales, the overall growth of the company increases.

What is sales also known as? ›

Revenue (also known as sales) refers to the value of what a company sold to its customers during a given period. On the income statement it is the top line.

Is sales profit or loss? ›

Sales revenue represents the profits from what a company sells, while total revenue includes both this figure and other income streams. Accountants and financial team members include sales revenue at the top of an income statement for a given period of time, such as a fiscal quarter or year.

Is sales an asset or capital? ›

No, sales revenue is not considered an asset. For accounting purposes, sales revenue is recorded on a company's income statement, not on the balance sheet with the company's other assets.

What is total sales? ›

Total sales is a key performance indicator (KPI) used by sales departments to track the total amount of revenue generated from sales over a given period of time. It's also referred to as total revenue and is a good measure of business health.

What are the examples of sales in business? ›

Distribution sales: Businesses sell products to distributors who will then sell that same product to the consumer (groceries, pharmaceuticals, Walmarts, etc.) Service sales: Businesses sell services (tangible or digital) needed to run other businesses (consultants, software, etc.)

What is an example of a sales process? ›

Prospecting, preparation, approach, presentation, handling objections, closing, and following up on the sales.

What are 5 examples of liabilities? ›

Examples of liabilities are -
  • Bank debt.
  • Mortgage debt.
  • Money owed to suppliers (accounts payable)
  • Wages owed.
  • Taxes owed.

What is income vs profit? ›

Profit in simple terms is the surplus amount left after deducting all the expenses from the revenue. Income, in simple terms, is the actual amount of money a company earns.

What is in cost of sales? ›

Cost of sales, sometimes known as cost of goods sold (COGS), is simply the cost involved in directly producing the goods or services that you actually sell. It's important that you track the costs to ensure that you're always profitable.

What are the 5 basic accounts? ›

The five primary account categories are as follows:
  • Assets.
  • Liabilities.
  • Expenses.
  • Income (Revenue)
  • Equity.
Jul 20, 2022

What are 3 types of assets? ›

Common types of assets include current, non-current, physical, intangible, operating, and non-operating.

What are the 3 types of accounts? ›

3 Different types of accounts in accounting are Real, Personal and Nominal Account. Real account is then classified in two subcategories – Intangible real account, Tangible real account. Also, three different sub-types of Personal account are Natural, Representative and Artificial.

What are examples of income? ›

  • Wages. This is income you earn from a job, where you are paid an hourly rate to complete set tasks. ...
  • Salary. Similar to wages, this is money you earn from a job. ...
  • Commission. ...
  • Interest. ...
  • Selling something you create or own. ...
  • Investments. ...
  • Gifts. ...
  • Allowance/Pocket Money.

What are examples of liabilities? ›

Liabilities are any debts your company has, whether it's bank loans, mortgages, unpaid bills, IOUs, or any other sum of money that you owe someone else. If you've promised to pay someone a sum of money in the future and haven't paid them yet, that's a liability.

What are basic expenses? ›

20 Common Monthly Expenses to Include in Your Budget
  • Housing or Rent. Housing and rental costs will vary significantly depending on where you live. ...
  • Transportation and Car Insurance. ...
  • Travel Expenses. ...
  • Food and Groceries. ...
  • Utility Bills. ...
  • Cell Phone. ...
  • Childcare and School Costs. ...
  • Pet Food and Care.
Jan 25, 2023

Who pays the most taxes? ›

High-Income Taxpayers Paid the Majority of Federal Income Taxes. In 2020, the bottom half of taxpayers earned 10.2 percent of total AGI and paid 2.3 percent of all federal individual income taxes. The top 1 percent earned 22.2 percent of total AGI and paid 42.3 percent of all federal income taxes.

Which tax pays for Social Security and Medicare? ›

As you work and pay FICA taxes, you earn credits for Social Security benefits. How much is coming out of my check? An estimated 171 million workers are covered under Social Security. FICA helps fund both Social Security and Medicare programs, which provide benefits for retirees, the disabled, and children.

Where does most tax money come from? ›

In the United States, individual income taxes (federal, state, and local) were the primary source of tax revenue in 2021, at 42.1 percent of total tax revenue.

What is the rule of 78 in sales? ›

Applying the rule of 78 is pretty straightforward. You simply multiply the amount of new revenue you plan to bring in each month by 78, and viola — you have the total revenue earned in a 12-month time span.

How do you grow sales? ›

  1. Be Present With Clients And Prospects. ...
  2. Look At Product-To-Market Fit. ...
  3. Have A Unique Value Proposition. ...
  4. Have Consistent Marketing Strategies. ...
  5. Increase Cart Value And Purchase Frequency. ...
  6. Focus On Existing Customers. ...
  7. Focus On Why Customers Buy. ...
  8. Upsell An Additional Service.
Mar 30, 2021

What is the basic formula for sales? ›

Sales revenue formula: How to calculate sales revenue? The sales revenue formula calculates revenue by multiplying the number of units sold by the average unit price. Service-based businesses calculate the formula slightly differently: by multiplying the number of customers by the average service price.

Is sales equity or revenue? ›

You will find the sales number as part of equity, netted against expenses. For example, if you have $1,000 in sales and $400 in expenses, the net income of $600 will increase the owner's equity, also known as retained earnings in corporations.

What is the difference between cash flow and sales? ›

Revenue is the money a company earns from the sale of its products and services. Cash flow is the net amount of cash being transferred into and out of a company.

How do you calculate sales in a business? ›

How to Calculate Sales Revenue. It can be a simple process for you to calculate sales revenue. It takes into account the number of units sold and the average price of those units. If you're a service-based business, you calculate sales revenue by multiplying the total number of units sold by the average sale price.

What increases sales? ›

To increase sales you may have to introduce new products or services, expand your market, increase your marketing activities or improve customer service. If you are a manufacturer, this could mean increasing your productivity to meet demand.

What is sales level? ›

To calculate the required sales level, the targeted income is added to fixed costs, and the total is divided by the contribution margin ratio to determine required sales dollars, or the total is divided by contribution margin per unit to determine the required sales level in units.

What is the meaning of high sales? ›

extremely popular and selling in larger quantities than other brands: a top-selling brand/product/model.

How do you describe sales? ›

By definition, the term "sales" refers to all activities involved in selling a product or service to a consumer or business. But in practice, it means so much more. A lot of effort goes into successfully closing a deal – from sourcing prospects, to building relationships, and providing customers with solutions.

What are the 3 types of sales? ›

B2B sales (business-to-business sales) B2C sales (business-to-consumer sales) Enterprise sales.

What is the role of a sales? ›

The Sales Representative is responsible for selling products and meeting customer needs while obtaining orders from existing or potential sales outlets. They ensure that the customer is satisfied and adequately taken care of while making a purchase.

How do you answer what is sales? ›

Think of this like an elevator pitch. Develop a short, catchy explanation of what attracts you to sales and why you think you're going to be good at it. This should be about 30 seconds to a minute long, no more. You'll likely have a chance to elaborate further, but the idea is to sell yourself without selling.

What are good sales words? ›

That way they don't feel like merely a number in your pipeline.
  • 14 Sales Power Words for Better Connections and More Sales. ...
  • You. ...
  • Goals. ...
  • Opportunity. ...
  • We. ...
  • Easy. ...
  • Success. ...
  • Amazing.
Aug 17, 2020

What words are related to sales? ›

  • commerce.
  • deal.
  • dealings.
  • exchange.
  • industry.
  • manufacturing.
  • market.
  • selling.

What are the 4 selling strategies? ›

The four basic sales strategies salespeople use are script-based selling, needs-satisfaction selling, consultative selling, and strategic-partner selling. Different strategies can be used with in different types of relationships.

What are the 4 C's of sales? ›

The 4 C's of Marketing are Customer, Cost, Convenience, and Communication. These 4 C's determine whether a company is likely to succeed or fail in the long run.

What are the 3 C's in sales? ›

Author and sales expert Mike Schultz outlines the three levels of selling that differentiate those who make a sale and those who don't. Winners in the sales industry exhibit a set of key behaviors to boost their profits. These three processes are referred to as “connect, convince and collaborate.”

What are the 5 A's in sales? ›

Named by Dr. Philip Kotler, the five stages (Awareness, Appeal, Ask, Act and Advocacy) allow marketing and sales professionals to create a map of the customer's needs and priorities during the different parts of their purchase process.

What 5 things are important in sales? ›

  • No. 1: Understand what the buyer wants. ...
  • No. 2: Sell in a buyer-responsive manner. ...
  • No. 3: Use psychology to engage the buyer. ...
  • No. 4: Establish trust with the buyer. ...
  • No. 5: Communicate succinctly. ...
  • No. 6: Act on what the customer is saying. ...
  • No. 7: Demonstrate subject matter expertise. ...
  • No. 8: Help (as opposed to close) prospects.

Why sales is the most important? ›

Sales play an essential role in establishing consumer loyalty and trust. An efficient sales team boosts growth in business by using various sales strategies to build customer trust and loyalty.

What is the main goal of a salesperson? ›

A sales representative's role is to build profitable sales of a company's products and services to new and existing customers.

How do you explain sales in an interview? ›

How to answer "Describe your sales experience"
  • Review the job description. ...
  • Identify your relevant experiences and skills. ...
  • Emphasize your achievements. ...
  • Examine your professional growth. ...
  • Structure your answer. ...
  • Practice your response. ...
  • Example 4.
Apr 5, 2021

How can be a good sales? ›

7 steps to becoming a great salesperson
  1. Confidence. To be successful, you need people to believe in you and the product you're offering. ...
  2. Ability and willingness to listen. ...
  3. The ability to maintain focus. ...
  4. Strong communication skills. ...
  5. Creativity. ...
  6. A hunger to learn. ...
  7. Persistence.


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