Sales Risks of an Industrial Enterprise: Types, Essence, Methods of Assessment

The article discusses issues relevant to the economy related to the emergence, assessment and ways of leveling the sales risks of an industrial enterprise (SRIE). Their specifics and conditions of occurrence are established, and the classification of risk factors is given, taking into account current trends in various fields. It is proved that SRIE is currently increasing, the number of their types is expanding, but digitalization is making its own adjustments to this process. The relationship between sales and marketing risks is indicated. A fourphase model of the SRIE analysis is proposed, on the basis of which sales risks and their causes are identified. It is revealed that sales strategies affect the level of SRIE, both in the B2B and B2C markets, which must be taken into account when planning and justifying the chosen strategy by the company’s management.