Improving Sales Personality

Are good salesmen born or made? The modern view is clear: a little of selling ability is inborn (aptitude), but the far larger part can be developed. A sales personality is not fixed at birth; it can be built and improved by conscious effort, training and practice. The qualities listed in the previous section become a practical checklist of what to work on.

Ways to improve sales personality.

• Improve health and appearance. Regular exercise, rest and good diet build the energy that selling demands; care in dress and grooming improves the first impression a salesman makes.
• Acquire thorough knowledge. Study the product, the market, the competitors and the customers' needs. Confidence flows from knowledge, and confidence is visible to the buyer.
• Develop communication skill. Practise speaking clearly and courteously, and — just as important — practise listening. Reading and observing skilled salesmen help.
• Cultivate good habits and manners. Punctuality, courtesy, a pleasant smile and a helpful attitude can all be learned by deliberate practice until they become second nature.
• Build the right mental attitude. Cultivate self-confidence, enthusiasm, patience and a positive outlook. Treating each refusal as a lesson rather than a defeat builds perseverance.
• Undergo training. Both on-the-job training (learning by selling under a senior's guidance) and formal / off-the-job training (courses, lectures, role-plays, study of selling principles) sharpen skills quickly.
• Learn from experience and self-analysis. After each call, a salesman who asks 'what went well and what could I do better?' improves steadily. Feedback from supervisors and customers is valuable.
• Read and observe. Studying books on selling and watching how successful salesmen handle customers spreads good practice. …