The paper addresses the issue of sales policy, particularly formation of sales policy and sales performance within the framework of business management of agrarian enterprises. It is defined that sales are the part of turnover; it compiles production with distribution, exchange, consumption and reproduction; sales and production expanses contribute to price formation and considerably influence market price formation. The economic essence of category “sales policy” is defined based on the comparative analysis. Application of methods of economic analysis and synthesis showed similarities and differences between economic categories of “sales policy”, “sales activity”, “sales”. The key components and basic principles of formation of sales policy are outlined. The factors that trigger necessity to form and implement the sales policy on agrarian enterprises are defined. The dynamics of sales volume of key types of agricultural products of agrarian enterprises and its distribution due to the sales channels are analysed. The comparative analysis of the structure of products sales channels on studied enterprises is provided. It is defined that agrarian enterprises form their sales policy due to different approaches. The paper studies approaches towards definition of efficiency of sales policy due to developed and implemented measures, general and local criteria of evaluation, systemic representation of quantity, quality and quality-quantity actions, interrelation of the gained results and expenses on getting them, securing of objectivity and possibility of systemic management of sales activity of agrarian enterprises. The paper substantiates the essence of the economic category “sales activity”. The authors substantiate the evaluation of the efficiency of sales activity due to the criteria of its organization and implementation and diagnostics of the sales efficiency through defining the volumes and directions of money and goods flows, products storage schemes, reasonable pricing due to the market demands and challenges, analysis of factors that cause deviations of actual factors from the planned and expected ones. A complex of indicators for definition of the efficiency of sales policy due to the sales results of agrarian enterprises is suggested. The indicators of sales activity of agrarian enterprises are calculated and comparatively analysed. The practical value of the research is substantiation of the essence of sales policy and sales activity for the formation of the financial sources for the process of production and functioning of enterprises, reduction of the sales expanses as a resort to enhancement of the business efficiency. Tabl.: 4. Refs.: 16.