This specialist professional graduate thesis, entitled „The impact of the Presentation on the success of the Selling Process on the example of the Cosmetics store is focused on defining the role of presentation in the selling process as well as its impact on the success of the selling process. The aim is achieved through the detailed analysis of the selling process using secondary and primary research. For the role of the presentation in the selling process to be correctly defined, the author of this paper used the secondary research to understand the research already conducted in the field as well as the attitude regarding the topic from various authors. In addition to the secondary research, the primary research is conducted on the sample of 83 representatives defined with the help of the questions focused on elimination of the examinees not meeting the criteria set up for the target sample. The questionnaire helps to define the real impact of the presentation on the decision-making process and to understand the characteristics of a successful presentation resulting in a positive buying decision. The primary research proved the importance of the salesperson´s role and he´s or her´s impact on the success of the selling process in the cosmetics industry. Moreover, the three most important characteristics of a salesperson are defined, those are: kindness, product knowledge and customer needs understanding. Based on the results of the research, the author of this paper has defined recommendations to develop salesperson´s competencies focusing on structured education focused on the mentioned three key characteristics defined by the customers.