The word “sales” often elicits discomfort. It’s almost as if saying the word itself is taboo or that those associated with sales should somehow be apologetic. This may sound astonishing, but it’s true: Sales have become a concept many fear rather than embrace. In a world where businesses constantly strive for success and growth, it’s imperative to understand that sales is, and always has been, the driving force behind a company’s growth, profitability, and sustainability.

How Do Companies Succeed?

When reflecting on the most successful companies, we must ask: how do they grow? How do they capture market share, expand into new geographies, and continually hire new employees? The answer is simple: sales. Without sales, no company can thrive, no product can reach its potential, and no customer relationship can flourish. A company’s growth is intrinsically tied to its ability to generate revenue and build strong, lasting customer relationships, and this is fundamentally what sales is all about.

Consider these core drivers of business success:

1. Revenue Growth: Without a steady increase in revenue, a company is stagnating. Revenue growth is the lifeblood of any business, and it’s driven by sales activities. According to a McKinsey & Company report on sales growth, businesses that focus on improving their sales capabilities see a 20-30% increase in performance across their sales teams.
2. Market Share: Expanding into new markets, whether geographical or vertical, requires an understanding of sales dynamics. As Harvard Business Review states, “Organisations that successfully scale focus on the long-term strategic value of their sales force, with a consistent focus on customer relationships.”
3. Hiring New Talent: Employees are often the first point of interaction for customers. A company’s sales team directly impacts recruitment – as strong sales growth leads to increased demand for talent, and a company with a successful sales operation is an attractive employer. LinkedIn's 2024 Global Talent Trends Report found that companies with strong sales teams are twice as likely to attract top talent compared to those without.

The Hidden Drivers Behind Sales Terminology

In 2025, sales is no longer confined to a single title or department. Modern terminology has evolved, with roles like Acquisition Specialist, Client Manager, and Demand Generation Expert now becoming commonplace in many organisations. While the titles have changed, the underlying truth remains, these roles are sales in disguise.

Even in more traditional sectors, terms like procurement lead, buyer, or purchaser highlight the ongoing need for professionals who can sell a product, service, or idea effectively. These are all critical components in the larger sales cycle. The truth is that sales professionals are everywhere; they just don't always wear the same label anymore.

When Sales Practices Go Wrong

It’s undeniable that sales is an essential part of every business, but not all sales practices are ethical or effective. Some companies and sales teams adopt practices that are manipulative, deceptive, or downright harmful to their long-term growth. Let’s break down some common bad sales practices and why they can be so damaging.

1. Deceptive and Manipulative Tactics

• Bait and Switch: Advertising a product at a low price and then switching to a higher-priced or inferior product once the customer is invested.
• Fake Scarcity: Creating a false sense of urgency or limited availability to force customers into an immediate decision.
• High-Pressure Selling: Pressuring customers to buy products by using aggressive or intimidating techniques, like refusing to answer questions or making exaggerated promises.
• Omitting Material Facts: Hiding essential details about a product or service in an attempt to make it seem more attractive.

2. Long-Term Consequences of Bad Sales Practices

The long-term impact of these unethical sales tactics can be catastrophic for a business:

• Damage to Reputation: A business’s reputation is paramount, and once tarnished, it’s incredibly difficult to repair. According to a 2019 study by Edelman, 81% of consumers said they must be able to trust the brand to buy from them. Trust, once broken, is hard to restore.
• Loss of Customers: Customers who feel misled, pressured, or disrespected are unlikely to return, and they certainly won’t recommend the business to others. A Salesforce report found that 76% of customers say a bad experience would make them stop purchasing from a company.
• Reduced Sales: Although high-pressure tactics might secure a short-term sale, they will not foster customer loyalty. Ultimately, poor sales practices result in a reduction in repeat business and can damage profitability. According to HubSpot, businesses with the highest customer retention rates tend to grow their revenue at four times the rate of those with lower retention.
• Negative Employee Morale: A sales team that operates under constant pressure to use unethical methods will experience low morale, leading to high turnover rates and diminished effectiveness. In a Gartner survey, 63% of sales leaders cited "retaining top talent" as one of their top challenges, with unethical behaviour being a major driver of attrition.
• Legal Risks: Sales practices that include fraud or false advertising can lead to significant legal consequences. Not only do these practices harm customers, but they also expose companies to lawsuits, fines, and regulatory scrutiny. A 2024 report by the Federal Trade Commission (FTC) found that consumer fraud, including deceptive sales practices, cost Americans $8.8 billion in 2023 alone.

Why We Need to Embrace Sales

Despite the challenges and misconceptions surrounding sales, it is critical that businesses stop distancing themselves from this key function. Sales is not the enemy; it is the engine that drives business success. We need to be bold enough to acknowledge that sales professionals, whether they are called Acquisition Specialists or Client Managers, are essential to the health and future of a business.

At its core, sales is about relationships, relationships with clients, partners, prospects, and even the employees within your own organisation. Sales is about listening, understanding, and delivering value. It’s about crafting solutions that benefit both the company and the customer, not simply focusing on a quick transaction.

By shifting the narrative around sales, focusing on ethical practices, and embracing transparency, businesses can create a sustainable path to long-term success.

So let’s start talking about sales again, not with shame, with pride. Companies that embrace sales and its power to drive growth will stand out in an increasingly competitive market. By focusing on ethical and value-driven sales practices, businesses can not only boost their bottom line but also build lasting relationships with their customers and employees. In the end, sales is not a necessary evil, it’s the cornerstone of every business’s success.

At Define It Agency, Sales Starts with Clarity

That’s why we start with the Define It Phase, bringing alignment between your sales strategy, marketing execution, partnership motion, and customer success approach.

We help you:

• Clarify where sales fits into your wider growth engine
• Align your teams with a shared commercial direction
• Build ethical, effective sales practices that scale

Because when sales is aligned with your values, your vision, and your team? It stops being something you apologise for, and starts becoming the thing that drives everything forward.

Sales isn’t the problem. It’s the power behind your potential.

Ready to define your sales approach?

Get in touch today.

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