Sales is a graduate of Marshall University. While attending college, he also performed in nightclubs as a comedian, singer and dancer. After graduation, he began a career as a script writer and then DJ at radio station WHTN in Huntington.

While in Cincinnati, he began his television career on WKRC TV with "Soupy's Soda Shop" (TV's first teen dance program) and "Club Nothing!," a late night comedy/variety program.

Sales is best known for his long-running daily noontime children's television show. The show was originally called 12 O'clock Comics and was later also known as The Soupy Sales Show. Sales was awarded a star on the Hollywood Walk of Fame in 2005.