Sales Personality and Qualities of a Good Salesman

The success of a salesman depends heavily on his sales personality — the total impression his appearance, manner, speech and character create on a customer. Personality here does not mean mere good looks; it means the whole combination of physical, mental, social and character qualities that make a customer trust, like and buy from a person. These qualities are traditionally grouped under four heads.

1. Physical qualities. First impressions count, so a salesman's body and appearance matter.

• Good health and stamina — selling is tiring, especially for outdoor salesmen, and demands energy and endurance.
• Neat, clean, appropriate dress — a well-groomed appearance inspires confidence.
• A pleasant appearance, a good voice and a smile — a clear, agreeable voice and a warm expression put the customer at ease.

2. Mental qualities. A salesman must think quickly and well.

• Sound product and market knowledge — he must know his goods, their uses and his competitors thoroughly.
• Imagination and the ability to see from the buyer's point of view — to understand what the customer really needs.
• Alertness, presence of mind and sound judgement — to read situations, answer objections and decide the right moment to close.
• Good memory — to remember customers, their preferences and past dealings.

3. Social qualities. Selling is dealing with people, so social skills are central.

• Courtesy and good manners — politeness wins goodwill.
• Ability to talk and listen well (communication skill) — to explain clearly and, just as importantly, to listen to the customer.
• Cheerfulness, friendliness and tact — to build rapport and handle difficult customers gracefully.
• Cooperation and helpfulness — a genuine desire to serve.

4. Character (moral) qualities. These build the lasting trust on which repeat business depends.

• Honesty and sincerity — never misleading the customer; honesty is the surest foundation of goodwill.
• Reliability and a sense of responsibility — keeping promises about delivery, price and after-sales service.
• Loyalty — to the employer and to the customer alike.
• Patience, perseverance and self-confidence — to keep trying cheerfully after refusals and to believe in oneself and the product.
• Enthusiasm and initiative — a keen, self-starting spirit that customers find infectious. …