Sales can be classified as one of the most important business functions within any company, regardless of whether it is a manufacturing or service company. The competition on the market is increasing every day, and this part of the business is very important for the company because the company depends on this sector. Improving sales has a great impact on increasing revenue. In some cases, the increase in sales may cause the cost per unit of product to increase so that the company does not have much opportunity to operate profitably. The goal of the sales process is the successful completion of the transaction from seller to consumer. It consists of several stages. These are initiating cooperation, developing relationships and strengthening relationships. Each of these phases consists of several subphases. Each of these stages is equally important in the sales process for the successful conclusion of the sale. The theoretical part of the work covers the role of sales in the company, which means that we can define it as a primary business function, and for this reason it is important to monitor all the elements that affect sales. For the empirical part, the influence of improving the sales of a business enterprise is presented. The aim of this paper is to bring closer the importance of the sales process and the stages it consists of, and to show the success in sales of the mentioned company using the example of the company AD Plastik. Analyzing each stage of the process for the mentioned company, it can be concluded that the company is successful in its business, and regardless of all the difficulties caused by the corona crisis, it remained the market leader in the production of automotive components in Croatia, but it also conducts successful business outside the borders of Croatia.