Frontline sale is a significant position in which one directly contacts with clients. Based on Behavioral Event Interview (BEI), the authors build a competence model of frontline salespersons, which is based on a comparison of the personalities and behaviors in significant events between successful salespersons and common ones who work for a medicines sales company. The competences include 9 personalities: perseverant, motivated, inward rectified, helpful, organized, expressive, amiable and modest. Hereinto, being perseverant motivated and inward rectified are the key to become a successful salesperson. The competence model is of significant help in guiding the recruitment, training and assessment of sales staff for a company.