The article deals with the role of psychological preparation of specialists in service and tourism to building relationships with clients of travel agencies. Attention is paid to what is important in psychological preparation of the expert assigned to the speech skill, because the possession of speech skills influences the formation of the motives and interests of the client, speed, completeness and the strength of assimilation of advertising materials, economy, recall; accuracy, consistency and brightness of managerial playback of the advertised material. The article analyses the role of communicative competence in dealing with customers. The psychological preparation is mainly only through the study of a variety of disciplines: psychological testing, the man and his needs, etc. and almost no study of the peculiarities of building communication with clients in practice. There was conducted a survey of data showing the importance of building personal relationships between employees and customers. There were developed recommendations to improve the communicative interaction with the psychological aspects of the relationship.