This paper describes a computerized intelligent sales assistant that gives sales personnel the ability to allocate their time where it will produce the best results, both for the customer, and for the business. Upon entering the shop, a potential customer has his features scanned and analyzed by the computer and the customer is categorized as a browser, future customer, potential customer or buyer. The customers’ facial data are also used to retrieve their details, if available, from the shop’s database, and the data are used to determine whether a human sales assistant is required. The intelligent assistant’s expression recognition feature would also tell the sales personnel whether or not the customer requires or desires assistance in the first place. The paper also proposes a scenario whereby the system could be used to give online sales systems the ability to automatically tailor the services they offer to the customer based on their facial reactions. While browsing the contents of an e-shop, a customer has his facial expressions scanned and analyzed by the computer and, based on the results, the system can suggest further products that may be of interest to the customer. This, for the customer, can mean being directed to products they have been recognized to be more interested in, resulting in savings in time. The framework described in this paper could also be used for applications such as new product screening, marketing and advertising. This paper describes the theoretical and conceptual framework for such an intelligent sales assistant and discusses the technology used in its implementation.