Q.Explain the character (moral) qualities that a good salesman should possess. Why are they important?

Among all the qualities of a salesman, the moral ones matter most because business rests on trust.

The character or moral qualities are the traits that build the lasting trust on which repeat business depends.

The main character qualities.

• Honesty and sincerity — never misleading the customer about the product's quality, price or suitability. Honesty is the surest foundation of goodwill.
• Reliability and responsibility — keeping promises about delivery, price and after-sales service, so the customer can depend on the salesman.
• Loyalty — being loyal both to the employer (guarding the firm's interest) and to the customer (giving honest service).
• Patience and perseverance — remaining calm with difficult customers and continuing to try cheerfully after refusals, since many sales come only after repeated effort.
• Self-confidence — believing in oneself and in the product, which the customer can sense.
• Enthusiasm and initiative — a keen, self-starting spirit that customers find infectious.

Why they are important.

1. Business depends on trust. A customer buys from someone he believes will not cheat him; honesty and reliability create that belief.
2. They win repeat business and goodwill. A satisfied, trusting customer returns and recommends the salesman to others. …

A common error is to mix character qualities with physical or mental ones. Keep the answer to moral traits (honesty, reliability, loyalty, patience, perseverance). Another error is to l …