Sales are one of the most important business functions within any business, be it a production or service company. With the development of globalization, but also with increasing competition in every market, this function becomes more and more important for the companies, since the survival of the enterprise business depends to a large extent on this function. Improving sales leads to an increase in company revenue, but while an increase in revenue is primarily associated with an increase in company profitability, this may not always be the case. Sometimes an increase in sales can also lead to an increase in unit costs, so that ultimately the business does not actually become more profitable with the increase in business. The problem with this final paper is to determine the extent to which sales promotion in the company Fero-Term doo, Donji Stupnik affects the increase in profitability. The goals of the paper are to identify the basic elements of sales promotion in the company Fero-Term doo, Donji Stupnik and to establish the connection between sales promotion and increase of profitability in the company Fero-Term doo, Donji Stupnik. The theoretical part of the paper defines the notion of sales, from the very beginnings of sales development to the modern forms of sales. The role of sales within an enterprise is emphasized, in fact sales can also be defined as a primary business function, and it is therefore important to monitor all factors that affect sales, whether it is the characteristics of a product or service, price or sales staff. The empirical part of the paper presents the impact of sales promotion on the operations of FERO-TERM doo, Donji Stupnik. Based on the analysis of profitability indicators, it is evident that over the past 10 years there has been a significant increase in sales revenue (revenues have almost tripled) and there has been an increase in profitability indicators. Based on the survey conducted in the company, it can be concluded that the employees of the company recognize the factors that affect the sale, which is ultimately very important for the promotion of sales, especially since cooperation between all departments of the company is necessary, and the survey also shows that respondents from all departments of the company. It is evident that almost all employees believe that the growth of sales improvement contributes to the growth of profitability in the company