The first part of the research was aimed at identifying the attitude of customers of Avon towards personal selling. The second part (observation) concentrated on learning to what extent Avon consultants apply known selling techniques in their daily work. The attitude of customers of AVON towards personal selling (understood as the contact between a seller and a customer) is rather neutral as compared to other forms of selling. Shopping is often treated by customers as an antidepressant. Customers do not criticize importunate or improper behaviour of a seller nor do they believe in being manipulated in order to buy unimportant goods. As for consultants of Avon, their appearance is perfect and thus professional, and their selling skills are developed with the help of intuition and willingness to assist other people. Selected techniques are applied intuitively. Consultants are convinced that they do their job properly and honestly.