The art of selling has been the activity that most man has practiced throughout its history. All sometime practice this activity in all the circumstances of our lives when we want to achieve something, we practice creativity, convince the other party that it give in to our desires. But when we only believe in practicing this profession focused on the benefits that we receive, not where the customer wants to, for what and why can lead us to failure. The art of selling has undergone major transformations and techniques throughout history. Technological innovations, advances in society and our lifestyle, make forget a very important aspect: understand human nature. And what it means to understand the human nature? Very simple, is to understand how human, how we react to certain circumstances, emotions as part of the response to certain situations, why and for what. For all these reasons the first step you must do to succeed as sellers is to understand human nature, increase our ability in trying to influence people, understand and know their possible reactions in certain circumstances. It is to recognize what people are and not in what we believe will be. We must avoid the premeditated bias that will only lead to the failure of the negotiation. If they ask me how achievement understand human nature would say that bear in mind always that people are always interested in if same and not on you. The famous author Dale Carnegie in his famous book How to dominate and influence people exposes us with technical clarity how to satisfy the ego of the people, establish empathy and convert them into permanent and effective sales. We maintain the precept that people are always totally more interested in yes same in you. Understand this and apply it effectively is the first step towards a successful career in sales. We are proponents of our progress and welfare learning every day techniques to master the skill in dealing with people. Overlooking this aspect can apply with absolute security and certainty that we will have good results, otherwise we will be in situations where our communication with the client will determine the favourable results or not. Let us be ourselves in this learning process, do not fall into the mistake of emulating the personality and another person of successful techniques. Each of us have skills and virtues. Maintaining our essence as human beings, listening and understanding customers. why for for what, good results will appear soon.