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[References: р. 121 (13 tit.)]

The model of competences of personal agents is developed in the article. The model allows raising the level of subjective well-being of clients and promotes the growth of main indicators characterizing productivity of personal selling. The author designates a new group of stakeholders with which the company has to develop relationship for realization of a social orientation. Relationship marketing is defined taking into account the priority of its broad treatments and orientation on developing relationships with various groups of people. The concept ‘personal agent’ is entered into the theory of marketing. This concept reflects the activity of the seller in modern conditions more precisely. The definition of personal selling is given. Novelty of the author's formulation of this definition is that the personal agents have to own skillfully technologies of sales for achieving their purpose. It is proved that the main objective of personal selling in the context of relationship marketing is not sale of goods, but development of relationship between clients and personal agents (company). The author proves the importance of application of psychological theories and offers the method of creation of a psychological portrait of clients on the basis of classification of standard psychological characteristics. The behavioural indicators characterizing demonstration of all main competences of personal agents are revealed and presented.