Organization of sales policy is one of the most important aspects of any enterprise. Competitiveness of an enterprise depends on properly organized sales policy. Management of distribution channels, assortment management, procurement and supply management, all this has a direct impact on the financial and economic performance of the enterprise. Given this, it should be understood that the development of marketing strategies can not go in isolation from the marketing policy of the company. These two processes are highly interrelated, so they lose their meaning without the other. The relevance of this work lies in the fact that the possibilities of sales activity and the possibilities and types of sales tools applied to a specific enterprise are not universal. There is no single formula for the formation and improvement of sales activities, following which every enterprise could be dominant in its market segment. In order to organize and improve the sales activity of an enterprise, you need to have a clear understanding of the approaches and tools that can be applied in a specific market situation.