Sales

Sales as an aim means a business wants to increase the amount it sells or the value of those sales. The amount sold could be the number of items, tickets or appointments. The value of sales is the money taken from selling, sometimes called sales revenue. Sales is a financial aim because it is about the income the business receives from selling.

A business can increase sales in two main ways: by selling more to existing customers or by attracting new customers.

• Existing customers: a business can encourage people who already buy from it to buy more often, buy extra items or spend more each visit. For example, a board game café could offer a loyalty card or a food-and-game deal.
• New customers: a business can reach people who have not bought from it before. The café could advertise to families or run beginner evenings for people new to board games.

For example, The Dice Den, a board game café, might aim to increase sales by 15% in a year. It could sell more weekday tickets to existing customers through a quiz night, and attract new customers by advertising beginner evenings locally.