Personal sales is an important promotional tool and sales channel especially in the sale of services. Sale of services is quite different from sale of products, and sale of services is in the center of national economies and international relations, because they are important for everyday life of a man. Service is a form of relationship between a seller and a buyer, and the value that is featured for the buyer is an apstract term, because he can not see it, taste it, touch i tor hear it before he buys it. Right from being unable to touch the service, comes the biggest insecurity of a buyer that the service will fulfill his needs in the way he want it to. On a transition of a service from untouchable to a touchable product, big impact have sellers and their negotiation skills and knowledge, on which the biggest impact have their personality, gender and culture. This final work shows sales of services techniques on an example of the biggest insurance company, Croatia osiguranje d.d., which in 2020 had a share of 24,8% on a Croatian market. Insurance companies use techniques with which they encourage sale and eliminate buyer's resistance in sales of services. From the results achieved out of sale, Croatia insurance can conclude that sellers sellers successfully apply both personal sales techniques.