Improving sales in today’s time of great competition is of great importance. A theoretical review of the literature has shown that there are different ways to improve sales and that these ways are evolving, especially with the development of technology that provides some new opportunities. Nevertheless, it has been found that the role of salespeople in terms of sales promotion is still very large. A salesperson with his sales, communication and other skills can influence the increase in sales. The component that connects all forms of sales promotion is marketing communication, which is understandable considering that sales is also a form of communication. As part of the paper, research was conducted. The survey was conducted via a Google form on a sample of 101 respondents. Most respondents were collected through student groups on the social network Facebook. The research indicated the representation and effectiveness of certain ways of improving sales. Prices, loyalty programs, flyers and catalogs, and salesman skills have been found to be among the most common and effective ways. There was a lower prevalence of free samples, prize games, communication via social media and return of goods in case of dissatisfaction. A certain number of respondents were not informed about the representation of certain forms of sales promotion. Also, the largest number of customers are not considered loyal to a company, and those who are considered, as reasons, cite prices, range and price-quality ratio.