The different commercial teams are provided with a big variety of hardware of marketing to his service which target is to facilitate his sale task. Between them, he emphasizes the communication: a "discipline" that there must dominate all the sellers and professionals of the sale. For it, the Home target takes root in talking with our speaker to know which his needs are and this way to be able to satisfy them entirely with our sale arguments.

I want to make well clear that the target of this chapter is to explain the commercial communication, a concept well different from the integral communication, extensively treated in the chapter 9. While the integral communication tries to bring the message of the company over to the market, across a wider and wider series of means (publicity, public relations, direct marketing, patronage, Internet, etc.), the commercial communication makes use of the sales force to achieve that the market acquires a certain product. Or, while the integral communication uses the different supports (press, radio, television, etc.), the commercial communication uses the direct, oral and simultaneous contact with the client.

Therefore, and as soon as the differences were seen, we are going to center on the commercial communication, and more specifically on the different skills of sale that happen on the market. My extensive experience as professional of the sale indicates me that nowadays everything turns concerning her and that of direct or indirect form, it is selling anyone: the politician, the director of bank, the businessman... nevertheless, is a professional activity that is not recognized at social level.