This final paper aims to research and describe sales and its segments and to define the concepts of sellers, sales and communication skills, as well as explore their significance in the sales process. The paper will also study purchasers and the purchasing decisions they make. In addition, the paper will look into education, motivation, the 'carrot or stick' principle, work-related stress, ways of finding a good salesman and the motivation of salesmen. The research on sales experiences and its key segments was carried out at the 'Frizerland' company in Vitez. The methodology used in the research was a structured interview conducted on February 6th 2019. Eight salesmen were interviewed. The interview consisted of twenty-six questions. By comparing relevant literature and the answers given in the interviews, the paper finds that communication skills are the most important segment of the sales experience. The research also indicated that a salesman is foremost motivated by money and praise. Every job is stressful in some way, but dealing with stress is easy to learn if one is experienced and does not let their emotions interfere with their work. The purpose of this research was to analyse these relevant elements and thus help people looking to go into sales in the future. The paper recommends gaining better insights into this topic by conducting further research that would include a larger number of participants from different sectors.