Q.What is meant by sales personality? Explain the qualities of a good salesman.

Sales personality is the whole impression a salesman makes, and the qualities of a good salesman are usually grouped under four heads.

Sales personality. Sales personality means the total impression a salesman's appearance, manner, speech and character make on a customer. It does not mean mere good looks; it is the whole combination of qualities that make a customer trust, like and buy from a person. These qualities fall under four heads.

1. Physical qualities. Good health and stamina to withstand the strain of selling; a neat, clean and appropriate dress; a pleasant appearance, a good voice and a warm smile that put the customer at ease.

2. Mental qualities. Sound product and market knowledge; imagination and the ability to see from the buyer's point of view; alertness, presence of mind and sound judgement to answer objections and time the close; and a good memory for customers and their preferences.

3. Social qualities. Courtesy and good manners; the ability to talk and listen well; cheerfulness, friendliness and tact to build rapport and handle difficult customers; and a cooperative, helpful attitude.

4. Character (moral) qualities. Honesty and sincerity, which are the surest foundation of goodwill; reliability and a sense of responsibility in keeping promises; loyalty to employer and customer; patience, perseverance and self-confidence to keep trying after refusals; and enthusiasm and initiative. …

Students often (i) reduce 'sales personality' to good looks — it is the whole impression, not appearance alone; (ii) list qualities randomly instead of grouping them under the four heads (physical, mental, social, character), which the examiner expects …