Personal selling is much more than touching a customer when choosing a product. It is the process of exploring customer satisfaction, providing information, offering, or suggesting products that will meet customer needs, as well as providing after-sales services, in order to achieve long-term satisfaction and build a long-term relationship with them. Today, sales are encountered in almost all forms of human activities, such as health, commerce, manufacturing, education, banking, etc. Sales staff are of paramount importance. It is very important that it be motivated in order to achieve better customer satisfaction, but also to attract new customers and at the same time to achieve better business results. Sales motivation is very important in business and should be constantly fulfilled and encouraged. Motivated sales staff have an impact on customers and potential customers, as well as the overall business result. Rewarding is one of the most significant factors in achieving the desired performance of sales staff. This specialist thesis brings key theoretical insights from the field of sales. The paper defines the sales strategy as well as the specifics of the motivated sales staff. Also, the importance of sales staff is emphasized in the paper, with an emphasis on motivated sales staff. Through this paper, the importance of adequate management of the sales team as well as the motivation of the sales team is emphasized for the achievement of successful business results.