Sales promotion makes part of promotional activities which is a part of modern marketing activities. Modern marketing is the result of development that followed changes in society and the changes in the market and consequently changed its forms. Modern marketing is very different from attracting customers with lower prices and availability of products, which was the main strategy of classical marketing avtivities. The highly competitive conditions of the modern market impose the need for continuous attraction of new customers, which is sought to be achieved by satisfying the needs and wishes of customers. With the help of various marketing communications and promotional activities of the company, including the sales promotion as well, the competitive advantages of the company are presented to the potential customer encouraging them to buy products. At the same time, the competences of the sales staff are extremely important. The set of competencies possessed by the sales force makes the basis of the competency model, which tries to differentiate the top sellers from the average ones, and to provide managers with a base of information for decisions on who to reward, encourage or promote among their sales force. The goal of this paper is to clarify the concept, forms and goals of sales promotion and to clarify the concept of employee competencies in sales and the benefits of using the competency model. The paper also analyzed the practical application of the competency model in sales promotional acitivities of Hrvatski Telekom. The aforementioned analysis established that the application of the competency model in Hrvatski Telekom takes place through several stages - the establishment of basic competencies, an individual approach through individual interviews with employees, and the analysis and formation of a professional team that provides guidelines through the conducted analysis. The results of the analysis show that this is a channel that gravitates to a low level, and the active participation of managers and leaders in monitoring progress is needed so that the gravity of the sales channel can be raised to a medium level.