The term sales usually refers to the exchange of goods or services for money. Companies can sell products directly, or use agents or brokers that sell their products to consumers. Sales exist and are supported by a range of other business functions, including product marketing, advertising, and customer service. For many general managers, increasing sales is a primary goal, and requires detailed knowledge of customers, sales pathways, and production costs. Today’s sales managers face a diverse range of challenges, including online competition and finding ways to appeal to global markets.