The article aims to create the technique of designing a competency model as the basis for creating the system of leaders of the sale of communication services and customer service departments. The author’s technique and principles of designing a competency model based on comparative analysis of techniques of a competency model’s designingpresented in the literature and specificity of the studied category of managers’ functions are proposed in the article. It is found out that the principle of validity, the principle of optimality, the principle of adaptability should be the basis of the technique of designing a competency model. The principle of validity means that information about knowledge, skills, experience, which lies in the competence model should be complete, accurate and reflect those requirements that can greatly affect the achievement of the required performance of the staff. The principle of optimality means that among a large number of competencies the researcher should select only those that are more likely to affect the outcome of managers and thus focus on the development of which will affect more significant result.The principle of adaptability means to avoid risks associated with the fact that competency model loses its relevance in the process of its creation, the researcher should provide the foundation for a high level of adaptability of the model (in particular, the methodology of designing a competency model should allow making the necessary adjustments caused by actual demands and trends).The author’s technique of designing a competency model involves several stages. The first stage is theoretical which by using the methods of analysis of scientific literature and functional analysis approach gives possibility to receive structured requirements to knowledge, skills, experience of researched category of managers and get an expanded list of competencies required for efficient performance of duties. The second stage is the empirical. Using the methods of critical incidents, repertory grids, SERVQUAL method and the method of focal objects we plan to get a set of key characteristics of managers that are necessary for efficient performance of duties; positive behaviors, attitudes, personality traits of leaders of sales service and customer service departments, which has been demonstrated in conjunction with the client and which affect the level of clients’ satisfaction; selected by the panel, structured and ranked constituents of competence model with the detected weight of each component. The practical significance of the proposed technique is its possibility to be used in various industries, business processes in which provides the functions of sales services and customer service. Perspectives is testing of proposed methodology and design with the help of it the competence model of the leaders of the sale of communication services and customer service departments.