Current trend of enterprises, including the trade ones, that focus on sales and profit, is an essential element to the success in the business, however the image of firms depends on the persons employed in the commercial activity.   Sales staff have more complex tasks and responsibilities, providing innovative ideas, absolutely necessary in the commercial activity where competition is becoming more and more intense.   We believe, that one of the most important changes, which must occur in the management business of local enterprises refers to the process of capitalizing the human resources with an emphasis towards the investments in human capital. We underline, that continuous training of human resources becomes a tool of the mechanism of investment in human capital, which must be used effectively both at the level of the enterprise and at the level of society.  Here it is absolutely necessary a stronger involvement of higher education institutions and the area with economic-commercial profile in organizing the commercial studies and continuous improvement of staff from trade, as well as in training and the certification of workers who lack commercial studies but who already work in the domain of trade. The present paper represents some results of the researches which are unfold within the institutional project “Substantiation of the Trade and Consumer Cooperatives modernization from the perspective of their implications in the sustainable socioeconomic development and consumer protection” (11.817.08.85A)