Personal sale as a part of integrated marketing activity is the oldest activity of modern day marketing, which is often ignored in practice. In today’s modern marketing, companies focus their efforts mainly on activities which will have a positive effect on business results, specifically, the ones the business is going to profit from. Personal sales represent a significant part of the promotional mix within which the emphasis is mainly on the buyer. Therefore, personal sales represent a more creative form of promotion in which the salesperson in immediate contact with the consumers has a positive effect on their mood, and, finally, on the buyers, i.e. consumers, final choice When it comes to this form of approach, firstly it is important to have a large spectrum of information about the products and services offered, from the perspective of the salesperson. Equally, one should employ good communicative and presentation skills which will encourage a positive decision to buy, from the perspective of the consumer. Therefore, in this paper we will attempt to acquire the understanding of important traits and fundamental characteristics of personal sales as a form of marketing communication, as well as the understanding of important elements of personal sales. The goal is to introduce the specificities of communication used in personal sales and point out the fact that the modern approach to personal sales creates satisfied consumers and long-lasting business relationships, and that every salesperson is actually a representative of their business and as such is responsible not only for the sales, but the activity of their company as a whole.