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In the process of globalization and international integration, the formation of a rational sequence of sales planning is becoming increasingly important for companies engaged in foreign economic activity. This type of management activity contributes to obtaining additional profits through the full use of the advantages of international labor and international integration, as well as by identifying opportunities for the development of foreign economic activity of organizations. The relevance of the chosen topic lies in the need for companies to always develop and improve sales activities through increased competition and the rapid development of foreign economic relations. Because the key to the «survival» of enterprises in today’s market economy is a well-established effective sales policy and its purposeful development. The article defines the structure and components of sales activities. Also, an important role and priority of effective management of the sales system in increasing the competitiveness of enterprises in world markets is specified. The peculiarities of understanding the term of «sales» in both the narrow and the broad sense are analyzed. Different approaches to determining the basic concepts of sales activity are systematized. The place of sales in the enterprise management system is considered. The main characteristics of strategic and tactical management of sales system are analyzed. The peculiarities of sales management at enterprises are distinguished. The strategic and operational solutions in the creation of sales system are examined. The current state of foreign economic and sales activity of the service company «Master Service» LLC is considered and ways to improve its foreign economic activity are proposed.