In the text of the article, the author tried to analyze in a complex view the required way of dealing with the customer in dealing with customers, with regard to the application of knowledge and skills in the field of sales psychology, which we often find under the sign of psychology of customer behavior or as a psychology of advertising. The author points out that in the current media age, which brings the transformation of the concept of the whole marketing, the quality trained salesman is still an irreplaceable component of marketing communication. For this reason, the education and development of dealers must be given due and continuous attention.