As man's standard of living has increased over the centuries, so has the hierarchy of his needs. Today, consumer preferences, desires and appetites have become a science unto themselves. It is no longer easy for salespeople to persuade the buyer to buy products or services, so a special attention is paid to exploring the persuasion process. This final paper outlines the dynamics of consumer-seller relationships with an emphasis on consumer persuasion methods. The paper conducted a study on customer preferences in purchasing and general perceptions of seller-to-customer relationship. The primary objective of this research is to analyze and explain the characteristics of the seller's approach to the buyer and the persuasion methods used in the sales process. The sample included 310 respondents who were asked to answer 25 questions about their socioeconomic characteristics and their attitudes toward the buyer-seller relationship. The results of the survey showed that the most important factor for the surveyed customers is the way in which sellers approach them, that is, the seller's ability to actively listen and his fluency in answering the questions asked. Buyers have been found to pay less attention to the physical features of the seller. This paper can serve as an informative background for further research on this or similar topics.