Sales delay time is the time interval from the date of production to the date of sale. In the field of analyzing warranty claims data, the existing research related to the sales delay has mainly focus on estimating the probability distribution of the sales delay. Due to the fact that the non-standard usage of the goods by customers, may cause the failure of the products which had sales delay or in other words affect the warranty policy, therefore it is necessary to study these two factors simultaneously. In this paper, a proper model is introduced to estimate the expected warranty cost in the sales delay conditions when the two human factors are included. Two types of failures, intermittent and fatal failures under non-renewing warranty policy are considered and the optimization of the warranty cost is investigated. The proposed model is evaluated by a Numerical example.