The role of a sales executive or sales representative is to sell as many of their company's goods or services as possible. As such, they have a very important part to play in their company's success. They sell fast moving consumer goods (FMCGs) such as stationery, consumer durables like washing machines, industrial supplies like heavy machinery, computer systems software and services such as insurance. Customers can be business-to-business (B2B) or business-to-consumer (B2C) and include wholesalers, retailers, manufacturers, businesses and individuals.