The main aim of this paper is to identify the personal factors of the salesman, which are more relevant to achieving sales success. The second aim is to categorize the verbal and nonverbal communication in personal sales process, but it should taken in account the fact, that the every of those level can have different significant, for each person. And the last task of current research is to determine, if there are some differences between men and women perception of personal sales process. Data were collected during the research, which was conducted in the Czech Republic on more than 500 respondents. All respondents rated the personal factors of salesman and his verbal and nonverbal communication within 4 videos, which were played to respondents. The data from current research were analysed via factor analysis. The conceptual model of personal selling has been adapted for the Czech Republic, with regard to cross-cultural differences.