The final thesis written for the Purchasing and Sales Operations Course considers the operational process of sales and customer service management. The aim of this paper is to analyze the sales process itself and the role of all factors in the sales and service delivery process. According to the basic division, the sales process consists of 6 phases, each of which is explained in detail. The theoretical basis provides a description of the historical development, tasks and activities of sales, compares the modern and traditional approach to sales. Sales can be classified into several levels, some of which are sales of services, sales to retailers, sales to end consumers, and sales in the international market. With the characteristics of successful salespeople, which do not only concern intrinsic characteristics, but are also extended to external parameters (such as ways of dressing and language use), the term salesperson is also explained. A successful salesperson knows how to find and segment a customer, and gain and maintain his trust. Customer relationship is the most important element in the sales process and customer service along with all the above factors. In order to fully understand the sales process, the company i.e., restaurant SportHouse was selected, and the stages of the sales process are described on its example. Additionally, suggestions are given that can encourage consumer engagement and increase the customer base.