Today, I’m going to share the importance of having a well-defined sales policy in place.

What is a sales policy? What are the benefits for your business? How to implement a good sales policy for your organization?

In this article, I will explain what a sales policy is, discuss the different types of sales policies that exist, and provide practical tips on how to create an effective sales policy for your business.

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What is Sales Policy?

A sales policy is a set of guidelines and rules that govern how a company conducts its sales activities. It outlines the processes, procedures, and expectations that sales teams should follow to ensure consistency and efficiency in their sales efforts. A well-crafted sales policy serves as a roadmap for both sales representatives and customers, promoting transparency, trust, and effective communication.

When it comes to sales, having a clear and comprehensive policy in place is a must-have for the success of any sales manager. It both helps:

  • sales teams understand their roles and responsibilities;
  • customers with a clear understanding of what to expect during the sales process.

More precisely, a sales policy can involved the use of a specific tool, or process. For example, your policy could define whether you should prospect manually or with the help of automation, as a sales person.

What are the Key Aspects of Sales Policies?

There are different aspects that go with a well-crafted sales policy:

  • One of the key aspects of a sales policy is defining the target market and customer segments. This involves identifying the specific demographics, needs, and preferences of the target audience.
  • In addition to defining the target market, a sales policy should also outline the sales process from start to finish. This includes prospecting, lead generation, qualifying leads, making sales presentations, negotiating deals, and closing sales.
  • Furthermore, a sales policy should address the issue of pricing and discounts. It should clearly define the pricing structure for products or services, including any discounts or promotions that may be offered. This ensures that sales representatives have a clear understanding of how to price products and what discounts they can offer to customers, while still maintaining profitability for the company.
  • Another important aspect of a sales policy is establishing guidelines for customer interactions and communication. This includes defining how sales representatives should engage with customers, whether it be through face-to-face meetings, phone calls, or email correspondence. It also outlines the expected level of professionalism, responsiveness, and customer service that sales teams should strive for.
  • Moreover, a well-defined sales policy should address the issue of customer complaints and dispute resolution. It should provide guidelines on how to handle customer complaints, ensuring that they are addressed in a timely and satisfactory manner. This helps to build trust and maintain positive relationships with customers, even in challenging situations.
  • Lastly, a sales policy should be regularly reviewed and updated to adapt to changing market conditions and customer needs. As the business landscape evolves, it is important for sales policies to reflect these changes and provide sales teams with the necessary tools and strategies to succeed.

In conclusion, a sales policy provides a framework for sales teams to operate within, ensuring consistency, efficiency, and customer satisfaction, as it allows you to:

  • defining the target market,
  • outlining the sales process,
  • addressing pricing and discounts,
  • establishing guidelines for customer interactions,
  • addressing customer complaints,
  • and so much more !
from sales to support, discussing is the key for sales policies

What are the different types of policies?

There are several types of sales policies that businesses may adopt, depending on their industry and specific requirements. These policies play a crucial role in shaping the sales strategies and operations of a company.

In this section, I’ll explore some key types of sales policies in more detail.


A pricing policy determines how a company sets prices for its products or services. It involves careful consideration of various factors such as cost analysis, competitor research, market demand, and profit margins.


A product policy outlines the guidelines for promoting and selling a company’s products. It covers aspects such as product positioning, features and benefits communication, product warranties, onboarding process and after-sales support.


A logistics policy focuses on the efficient management of warehousing, inventory, and order fulfillment processes. This policy ensures that orders are processed accurately, shipments are delivered on time, and any potential issues are promptly addressed.


A communication policy outlines the guidelines for how sales representatives interact with customers, both in person and through various communication channels. It establishes the tone, manner, and frequency of customer communication, ensuring a consistent and positive customer experience.

While these are some of the key types of sales policies, it’s important to note that each company may have its own unique set of policies tailored to its specific industry and target market.

Also, it depends on whether you’re commercializing a good or a service. That’s what I’m going to talk about next.

Sales Policy for a Good or a Service

When creating a sales policy, it is important to consider whether you are selling a tangible good or an intangible service. Let’s explore the specific considerations for each.

Sales Policy for a Good

When selling a tangible product, your sales policy should address factors such as:

  • product warranties,
  • shipping and delivery options,
  • returns and exchanges,
  • and customer support.

These considerations play a crucial role in ensuring customer satisfaction and building trust in your brand. Let’s dive a bit more into some of them.

Product Warranties

Product warranties are an essential aspect of a sales policy for goods. They provide customers with a sense of security and confidence in the quality of the product they are purchasing. A well-defined warranty policy should clearly state the duration of the warranty, what it covers, and any conditions or limitations that may apply.


Shipping and delivery options are another important consideration. Customers appreciate flexibility when it comes to receiving their purchases. Offering various shipping methods, such as standard, express, or overnight delivery, allows customers to choose the option that best suits their needs. Additionally, providing tracking information and estimated delivery times can help manage customer expectations and reduce inquiries regarding order status.

Returns & exchanges

Returns and exchanges are inevitable in the world of retail. A comprehensive sales policy should outline the process for returning or exchanging products, including any associated costs or requirements. Clear instructions on how to initiate a return or exchange, as well as the timeframe within which it is allowed, can help streamline the process and minimize customer frustration.

Customer support

Customer support is crucial for maintaining customer satisfaction. A well-defined sales policy should include information on how customers can reach out for assistance, whether it be through phone, email, or live chat. Additionally, providing a timeframe within which customer inquiries will be addressed can help manage expectations and ensure timely resolution of any issues.

Sales Policy for a Service

When selling a service, your sales policy should focus on aspects such as service scope, pricing structure, service-level agreements (SLAs), and customer support. These considerations are vital for setting clear expectations and ensuring a smooth service delivery process.

The service scope defines the specific services that are included in a particular package or offering. Clearly outlining the scope helps customers understand what they can expect to receive and prevents any misunderstandings or miscommunications.

It is important to be detailed and specific in describing the services to avoid any potential confusion.

Pricing structure

Therefore, your pricing structure is a critical aspect of a sales policy for services. Clearly stating the cost of each service or service package allows customers to make informed decisions based on their budget and needs. Providing transparency in pricing helps build trust and credibility with potential clients.


Service-level agreements (SLAs) are contractual commitments that define the level of service a customer can expect to receive. These agreements typically include metrics such as response time, resolution time, and availability. Including SLAs in your sales policy demonstrates your commitment to delivering high-quality service and provides customers with a benchmark against which they can measure your performance.

Customer support

Customer support is equally important for service-based businesses as it is for goods. Including information on how customers can reach out for support, whether it be through a dedicated support line or email, helps establish a reliable channel of communication. Additionally, specifying the expected response time for customer inquiries ensures that clients feel valued and their concerns are addressed in a timely manner.

To conclude this section, whether you are selling a tangible good or an intangible service, having a well-defined sales policy is essential. By addressing factors such as warranties, shipping, returns, service scope, pricing, SLAs, and customer support, you can establish clear expectations, build trust with your customers, and ultimately drive sales and customer satisfaction.

How to Create a Great Sales Policy? 7 Tips to Explore!

Next, we’re going to learn how to craft your sales policy.

Creating a great sales policy is essential for the success of any business. A well-crafted sales policy can help streamline your sales processes, improve customer satisfaction, and build trust with your target audience.

In this guide, we will explore the key steps to creating an effective sales policy that aligns with your sales performance and customer needs.

Tip 1: Analyze Your Current Business Practices

Before diving into creating your sales policy, it is crucial to take the time to analyze your current business practices. This step allows you to gain a comprehensive understanding of your sales processes, identify any pain points, and assess customer feedback. By conducting a thorough analysis, you can pinpoint areas that need improvement and develop a sales policy that addresses these specific needs.

For example, if you notice that customers frequently complain about delays in order shipping, you can create a policy to ensure timely shipping and provide tracking information to customers. This not only improves customer satisfaction but also enhances your overall brand reputation.

Tip 2: Outline Your Customer Service Standards

Customer service plays a vital role in the success of your sales efforts. To create a great sales policy, it is essential to clearly outline your customer service standards. This includes factors such as response times, available communication channels, and issue resolution procedures.

For instance, a software company may commit to responding to customer support tickets within 24 hours and offering support via email and live chat. By setting clear customer service standards, you can ensure that your customers receive prompt and efficient support, leading to increased customer loyalty and satisfaction.

Tip 3: Establish Clear Payment and Return Policies

Transparency in your payment and return policies is crucial for building trust with your customers. Clearly state your accepted payment methods, payment terms, and any applicable fees. In addition, outline your return and refund policies to manage customer expectations.

For example, an e-commerce store may offer multiple payment options, such as credit card, PayPal, and Apple Pay, and have a return policy that allows customers to return items within 30 days for a full refund. By providing clear and fair payment and return policies, you can instill confidence in your customers and encourage them to make purchases without hesitation.

Tip 4: Set Price Guidelines for Your Products and Services

Setting clear price guidelines helps ensure consistency and fairness in your sales processes. Define your pricing strategy, including factors such as discounts, promotions, and pricing tiers. Consider conducting market research and competitor analysis to determine optimal pricing for your products or services.

For instance, a software-as-a-service (SaaS) company may offer different pricing tiers based on the number of users or features included. By establishing price guidelines, you can avoid confusion and negotiation pitfalls, making it easier for both your sales team and customers to understand the value of your offerings.

Tip 5: Develop Strategies for Managing Discounts and Promotions

Discounts and promotions can be effective sales tools when used strategically. Develop guidelines for offering discounts and promotions, including the criteria for eligibility, duration, and communication channels.

Utilize customer data and sales trends to identify opportunities for targeted discounts and promotions. For example, an online retailer may offer a limited-time discount for loyal customers who have made multiple purchases in the past. By implementing well-thought-out strategies, you can incentivize customers to make purchases while maximizing your revenue.

Tip 6: Understand the Legal Requirements of a Sales Policy

When creating a sales policy, it is crucial to ensure compliance with relevant legal regulations and obligations. Familiarize yourself with consumer protection laws, data privacy regulations, and any industry-specific guidelines that may apply to your business.

For example, if you are a healthcare service provider, you must ensure that your sales policy adheres to the Health Insurance Portability and Accountability Act (HIPAA). By understanding and following legal requirements, you can protect your business from potential legal issues and maintain the trust of your customers.

Tip 7: Implement and Monitor Your Sales Policy

Once you have created your sales policy, implementation is key. It is crucial to ensure that your sales team understands and follows the policy guidelines. Provide training and resources to your sales representatives to ensure they are equipped with the knowledge and skills to effectively implement the sales policy.

Regularly monitor and evaluate the effectiveness of your sales policy, seeking feedback from both customers and sales team members. This feedback can help you identify areas for improvement and make necessary adjustments to optimize your sales processes and improve customer satisfaction.

Creating a great sales policy is an ongoing process. As your business evolves and customer needs change, it is important to revisit and update your sales policy accordingly. By continuously refining your sales policy, you can stay ahead of the competition and deliver exceptional customer experiences.

Final Words

In conclusion, a well-crafted sales policy is essential for any business looking to streamline their sales processes and provide exceptional customer experiences. By understanding what a sales policy is, the different types of policies, and how to create an effective policy for your specific business needs, you can enhance your sales efforts and build stronger relationships with your customers.

Take the time to analyze your current practices, outline your customer service standards, and establish clear policies for pricing, payment, returns, and promotions. Remember to always comply with legal requirements and regularly monitor and adjust your sales policy for ongoing success.