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Synopsis Innovative selling involves new, fresh and tech intensive sales programmes. Innovative selling is a vital sub-system of marketing management. Innovative selling in a competitive environment acts as the dynamic force of marketing management. In modern Organisation, innovative selling centers around the management of sales force and sales efforts. Modern Sales Manager is not only profit oriented but also customer oriented. We are in an information era where everyone demands information at the click of a button. Sales organizations use Internet/web based tools, e-mails and teleconferencing to foster communication and decision-making. The Internet has made a platform on which a host of activities reside. Sales executives has 24?7?365 access to various applications. Today, customers want to take advantage of new features of software. Innovative selling is a necessity for customers in a modern society. The need to keep customers happy, well served and loyal. Awareness, acquisition, education and conversion, sale, service, support, etc. have changed processes and efficiencies. For building brand value, such as SMS, I seminars e-marketing, e-surveys, online superior design, touch screen tin the modern context deliver exactly what the customer wants at the right time, in the right place and at the right price. A company’s selling success depends on its sale strategy, planning and promotion and people but the sales peoples are the most important element. Innovative selling anticipates the environmental changes and the innovative sales manager adapt to the dynamic forces and set new goals and assures the growth of the organization by sponsoring research and development programmes in modern society. In this way, innovative selling organization can best serve interest of the customers and employees and those of society in an excellent way.