Everything you need to know about the qualities, traits and attributes of a good and successful salesman.
A good salesperson can be men and women and can also sell the products of a weak organization. It is very difficult to give a list of the traits or qualities of a good salesman.
There are different types of salesmen in different lines of business because of which certain qualities may be relevant in some lines of business and irrelevant in others. The qualities required of a salesman also vary from situation to situation.
A salesman with empathy senses the reaction of the customer and is able to adjust his sales talk to these reactions. Ego drive indicates the personal need to make a sale, as a measure of self-fulfillment and not just for the money.
Empathy coupled with intense ego drive (craving for achievement of the set goal) enables a salesman to influence the buyer effectively and make the sale. He has the drive, the need to make the sale, and his empathy gives him the connecting tool with which to do it.
The qualities of a salesman can be studied under the following heads:-
1. Physical Qualities 2. Mental Qualities 3. Social Qualities 4. Vocational Qualities 5. Communication Ability 6. Patience 7. Determination 8. Dependability.
Qualities of a Good and Successful Salesman: Qualities, Traits and Attributes
Qualities of a Salesman – 4 Major Qualities: Physical, Psychological, Social and Character Qualities
Successful salesmen are not ‘born’ they are made. Successfulness of salesman depends upon certain qualities or traits which he should possess. If a young man wants to be a successful salesman, he can develop his personality by acquiring and mastering over these qualities and traits.
The qualities of successful salesman are:
(i) Physical Qualities:
Physical qualities are those qualities which are seen by everyone. These qualities make the physical personality of the salesman. It includes qualities like – sound health; good physical appearance pleasant voice etc. These qualities enable a salesman to create good first impression on the customer and handle the stress strains of the job effectively and efficiently.
(ii) Psychological Qualities:
Certain psychological and mental qualities are much more important than the physical qualities, for a salesman to be successful. Psychological qualities like – alertness; enthusiasm and self-confidence, help a salesman to take his job more effectively.
(iii) Social Qualities:
As salesmanship is an art of persuading people; who are social; salesman should have certain qualities to become successful. Qualities like – cooperativeness, extrovert etc. helps a salesman to avoid objections; interruptions and barriers which may arise during sales program.
(iv) Character Qualities:
There is a popular proverb “If money is lost nothing is lost, if health is lost something is lost and if character is lost everything is lost”. A salesman must acquire character qualities like – honesty; reliability; loyalty etc. to become successful.
Qualities of a Salesman – Physical Traits, Mental Qualities, Social Qualities, Vocational Skills, Communication Ability, Patience, Determination and Dependability
It is very difficult to give a list of the traits or qualities of a good salesman. There are different types of salesmen in different lines of business because of which certain qualities may be relevant in some lines of business and irrelevant in others. The qualities required of a salesman also vary from situation to situation.
Nevertheless, some of the common qualities which are often found among the effective salesmen are described below:
1. Physical Traits:
A good physical appearance is an asset for a salesman as it creates good impression on the customers. It also gives self-confidence to the salesman. Besides physical appearance, other physical attributes which matter a lot are – voice, way of speaking, posture, health, habits, etc.
If any of these attributes is lacking substantially, a salesman may not be able to do his job effectively. A pleasing and charming personality always creates a good impression on the prospects.
2. Mental Qualities:
An effective salesman must possess certain mental qualities like imagination, foresightedness, presence of mind, strong memory power and initiative. A salesman who is intelligent enough to understand the nature of the prospects and perceive their requirements is most likely to be successful.
3. Social Qualities:
A salesman should be social and have the ability to mix up with the people. He should have patience to listen to the customers and understand their needs. He should be polite and humble in talking to the customers. He should remain courteous with the customers throughout the sale presentation because his success depends upon the favourable attitudes of the customers. He should have the quality of adjusting with the customers of different nature.
4. Vocational Skills:
A salesman should have sound general education and have the specialised knowledge of selling techniques. Salesmanship is a highly skilled vocation. It requires certain training and a specific bent of mind. The salesman should have ambition and enthusiasm to become a good salesman.
5. Communication Ability:
Communication skill is an asset for the salesman. He should be able to speak freely, clearly and in a well- pitched voice. He must be a person who has a natural ability for conversation.
6. Patience:
The salesman should not get provoked even under worst circumstances. He should have sufficient patience to listen to customers and clear their doubts.
7. Determination:
The salesperson must have a sense of determination to secure orders from the customers. He should not lose confidence and give up efforts to win the customer.
8. Dependability:
The salesman can win permanent customers if he is honest, sincere and dependable. He must win the confidence of the customers if he is to succeed in his vocation.
Qualities of a Salesman – Essential Qualities: Impressive Personality, Sound Physique, Mental Qualities, Integrity of Character, Good Behaviour and a Few Others
Various qualities or attributes make a salesperson effective and successful in selling the product, service or concepts.
The essential qualities are explained below:
1. Impressive personality – A salesman should have a good appearance. He should have good build and pleasant look and be well dressed and well-mannered. As soon as a salesman comes into contact with a potential customer, the latter will be impressed by the salesman’s pleasing personality.
2. Sound Physique – A salesman has to work hard. He is to travel a lot. He should possess sound health.
3. Knowledge of the product and the company – A salesman should have full knowledge of the product and the company he is representing. He should be able to explain each and every aspect of the product i.e. its qualities, how to use it, what precautions to be taken, etc.
He should be able to explain the business and service record of the company. He should also have knowledge of products of rival companies. So that he can put across the superiority of his own products.
4. Mental qualities – A good salesman should possess certain mental qualities like imagination, initiative, self-confidence, sharp memory, alertness etc. He should be able to understand the needs and preference of customer. He should be a patient listener and pay an honest listening to the customers.
5. Integrity of character – A good salesman should possess the qualities of honesty and integrity. He is to gain the confidence of the customers. He should be able to understand their needs and guide them as how to satisfy those needs. His employer too should have faith in him. A salesman should be loyal both to the employer and to the consumer.
6. Good behaviour – A salesman should be co-operative and courteous. Good behaviour enables one to win the confidence of the customers. He should not feel irritated if the buyer puts up many questions even if the questions are irrelevant. It is also not necessary that the person he is trying to convince buys the products. A salesman has to remain courteous in every case.
7. Ability to persuade – A salesman should be good in conversation so that he can engage the person he is attending in conversation. He should be able to convince him and create the desire in his mind to possess the commodity.
8. Flexibility of approach – He should interact with customers with a flexible approach i.e., try to persuade different types of customers with different reasons. He should avoid waging a war of words with customers even if the customer starts arguing with him.
Qualities of a Salesman – Broadly Divided into Four Categories: Physical, Social, Mental and Moral Qualities
There are only two basic requisites for successful salesmanship- (1) Empathy and (2) Ego drive. The first requisite is the ability to empathise — to understand the feelings, the mood and the role being played by his customer so that he may adjust his own role in such a manner that the interplay of communication is complementary rather than crossed.
Empathy is the ability to identity with the customer, his thoughts, feelings and emotions. A salesman with empathy senses the reactions of the customer and is able to adjust his sales talk to these reactions. Ego drive indicates the personal need to make a sale, as a measure of self-fulfillment and not just for the money.
Empathy coupled with intense ego drive (craving for achievement of the set goal) enables a salesman to influence the buyer effectively and make the sale. He has the drive, the need to make the sale, and his empathy gives him the connecting tool with which to do it.
Personality is the sum total of the impressions made on people with whom one comes into contact. These impressions are the result of many qualities that one possesses. The qualities that go into the make-up of a successful salesman can be broadly divided into four categories- (1) Physical, (2) Social, (3) Mental, and (4) Character qualities.
1. Physical Qualities:
A good physical appearance is a very big asset for a salesman. The first impression that a salesman makes on his customers is the most important impression. Whether a customer takes interest in the salesman, allows himself to listen to, and be guided by the salesman or not, depends on the favourable first impression that the salesman is able to create.
A good physical appearance also gives the salesman more self-confidence. A salesman must be well- built and free from physical defects. He must take sufficient care of his appearance. Good grooming, appropriate dress, clean and tidy appearance, a good posture, and poise go a long way in creating a good first impression.
A salesman must always have a cheerful smile on his face. A smile is considered the mirror of the mind. A good, natural smile can remove tension and awkwardness in the sales interview. Smiling face and humorous nature enable a salesman to enter the mind of a prospect easily during a sales talk.
A good salesman will also take care of his health. A salesman who is not healthy cannot maintain a pleasing appearance. He will also not be able to carry on his duties efficiently. Good health is, therefore, an essential part of a salesman’s personality. There is a very close relation between physical health and mental health. Sound mind lives only in a sound body.
2. Social Qualities:
A salesman is required to move in different circles, meet many customers and get along with them. He must, therefore, develop a good social behaviour. A salesman must always cultivate good manners. He must always be polite and respectful and never become unduly familiar with his customer.
Courtesy in dealing with customers, the practice of greeting and thanking his customers, using polite expressions, and a sincere desire to please are very necessary for success in salesmanship. A salesman must also be tactful. He must be able to put things in the correct manner in front of his customers. He must never say or do anything which may antagonise his customers.
A desire to meet people, helpfulness and co-operative attitude, and a likeable disposition are essential for a successful salesman. A salesman must be an extrovert (directed outward and not self-centered). The ability to make himself socially acceptable, to mingle with any group, to adapt himself to customers with different attitudes, norms of behaviour and standards of culture will stand a salesman in good stead in his professional career. A person with a social temperament alone should take the job of a salesman.
3. Mental Qualities:
The mental make-up of a salesman must be conducive to success. A salesman must have a good power of memory and observation. He must be able to recognise customers, their characters, their buying motives, and adjust his sales talk accordingly. He must be alert and always on his toes. An absent-minded person cannot be a good salesman.
Imagination and initiativeness are very useful qualities for success. A salesman must be able to handle difficult situations independently and on his own initiative. He should not require continuous direction and goading. He must be resourceful. He must have a creative mind. He must develop empathy, i.e., putting himself in the buyer’s position.
The science of selling is to know which wants to arouse; the art is to develop empathy, step into the shoes of the buyer and feel those wants personally and then get the prospect to feel them. This mental quality of reading the thought or mind of the prospect has to be developed. It is called empathy.
Self-confidence is necessary for success in any sphere of activity, more so in case of a salesman. The ability to rely on oneself gives self-confidence. A self-confident salesman will also inspire confidence in his customers. Determination and drive are also very important for success. The proper management of time and a systematic attitude are two traits which will help a salesman in the successful completion of his duties.
4. Moral Qualities:
Honesty and integrity are essential character qualities of a salesman. Customers must be willing to depend on the salesman, willing to be guided by him and to rely upon his statements. Creation of goodwill and a name for fair and honest dealings are essential in business. A salesman must be loyal, both to his employer and to his customer.
This may appear contradictory, but, in fact, it is not so. The success of the employer depends on the goodwill of the customer. Therefore, a salesman who is loyal to his customer will also benefit his employer. Industry and perseverance are other qualities which a salesman must develop in order to become successful.
The successful salesmen are really made because they go about developing Knowledge, building up Attitude, imbibing Skills and cultivating good Habits. The first letters of these characteristics — KASH — gives more CASH in the pocket of the salesmen and make them reach the height of success which other average salesmen only dream of attaining. Please note that a salesman must develop positive, dynamic and cheerful attitude.
Qualities of a Salesman – Physical, Social, Mental, Technical and Few Other Qualities
A good salesperson can be men and women and can also sell the products of a weak organization.
Qualities of a good salesperson include:
1. Physical qualities – Physical qualities refer to health, stamina, dress, cleanliness, etc. A good salesperson should have good posture, pleasing or presentable appearance, good grooming, well-dressed and well-equipped with samples of the products for sale. Most importantly, a salesman must always have a smile on his face.
2. Social qualities – A good salesperson should have social qualities like they should be polite, respectful, helpful, cooperative, extrovert and courteous. They should be well-behaved and have the ability to mix with people of different cultures easily.
3. Mental qualities – A good salesperson should have mental alertness, good memory, imagination, patience, self-confidence, maturity, sincerity and enthusiasm to work. Salespersons should be mentally matured to face possible discouragements and negative responses.
4. Technical qualities – A good salesperson should possess good knowledge about the product. This helps in better presentation and demonstration of the product and also assists in clearing doubts and queries of prospective customers.
Other qualities – Other qualities of a good salesperson can include fluency in speaking languages, sound vocabulary, honesty, loyalty, good character, fair dealings, knowledge about customers, and so on.
Qualities of a Salesman – 5 Important Attributes: Judgement, Tact, Attitude, Selected Physical Attributes and Word of Caution
In addition to having personnel who understand and apply the creative selling process, an organization should try to have salespeople who possess certain attributes that can make them over effective in their jobs. These attributes, which can be grouped into mental and physical categories, merit further discussions.
Common sense, maturity, intelligence – these and other terms are used interchangeably with judgement. A salesperson knows that is does not pay to argue with a customer. The salesperson also knows that the firm should never be ‘cut’ in front of customers. These situations reflect the use of good judgement on the part of the employee. Please note that the term maturity is sometimes used in place of judgement but that it is not necessarily a function of age. Many older people do not use good judgement while some younger employees have a high level of common sense.
If an employee has a keen sense of what to say and do, many problems can be overcome before they are created. Many employees give little thought to the impact of their actions. A child playing with toys in the toy store is told in a blunt manner to “quit playing with the toys and go find your mother.”
While all this is going on, the mother is standing behind the salesperson. Was a confrontation with the child necessary? No. Could it have been handled differently? Yes. How does the child and mother feel about the store? The feeling is not good. This salesperson lacked the ability to know what to do and say in order to maintain good customer relations. Be tactful.
A good salesperson will have a positive attitude toward customers, merchandise, services, and the business. A good attitude means that an employee is willing to accept suggestions, to learn and to apply the steps in the creative selling process, and not be afraid of work. A salesperson with a bad attitude can create unnecessary problems. A bad attitude is contagious. If an employee is otherwise competent, management should work with the employee to develop a positive attitude. Positive attitudes can result in sales.
4. Selected Physical Attributes:
To be a success, the salesperson must physically belong to the firm’s particular environment. Personal appearance and personal hygiene are important in the selling environment. In terms of personal appearance, a slim salesperson would be more appropriate than a larger person in a sales position at a health spa. Equally important in terms of personal appearance is a clothing salesman who wears last year’s clothing. He will have difficulty in selling the latest fashions to his customers. Personal appearance does count in the selling equation.
As for personal hygiene – body odor, bad breath, dirty hair, soiled clothes, scuffed shoes, and unkept hands are all reasons why a sale may be lost. Obviously, be tactful when handling the problem of personal hygiene. An observant owner-manager should keep a watchful eye out for hygiene, problems among the staff and, when necessary, counsel the offending employee in private about improving his or her appearance.
If you don’t feel physical attributes are important, ask yourself if you would like to buy low-calorie health foods from an overweight salesperson with body odor. Sound funny? It isn’t! Your customers will usually react unfavorably to this and similar inappropriate selling situations.
Mental and physical attributes of salespersons are important. Management must continue to observe sales personnel in regard to the desired traits. Either mental or physical attributes of individuals may change over time relative to desired attributes. Management must be aware of this possibility and attempt to correct any deviations from desired norms before problems are created.
A business can greatly enhance its probability of success by stressing the creative selling process, giving special attention to the desired mental and physical attributes of a creative salesperson. Good creative selling can provide the competitive edge.
Qualities of a Salesman – Personal Qualities of a Successful Salesman: Physical, Mental, Social and Vocational Attributes
Broadly speaking, the personal qualities of a successful salesman may be grouped under four categories, viz.:
1. Physical Attributes,
2. Mental Attributes,
3. Social Attributes, and
4. Vocational Attributes.
Quality # 1. Physical Attributes:
Among the physical attributes of a successful salesman, his personality, his health and stamina are very important. A personality is a composition of various characteristics of a man—his personal appearance, habits, manners, way of dressing and addressing, posture, carriage, voice, demeanour, etc.
A salesman suffering from want of any one of these characteristics will be greatly handicapped in handling his customers freely while a salesman abounding in these attributes will radiate self- confidence and carry easy conviction. A good personality not only boosts the morale of the owner but also creates a favourable impression on the customer who often judges the product and the producer through the personality of the salesman.
However, a salesman with a strong personality should shun flaunting it, intimidating the buyers through the force of an overbearing personality, since its influence is bound to fade away over the same customer in course of time if it is not well supported by the worth of the bargain.
Closely related to the attribute of a good personality is the need for a sound health. A travelling salesman, who is always on his feet moving from one locality to another, from one station to another, interviewing and booking orders from customers, has to put up with several physical inconveniences in the course of his duties.
A man with a weak constitution will find it very difficult to cope with the rigours of the job. Apart from a generally strong constitution, a salesman should also be free from any other physical handicaps like stammering, limping, etc. Further, a salesman should also possess a good stamina to work hard and continuously.
He should not get exhausted quickly and easily because once this becomes apparent, he will not only lose his control and balance but the prospects will also lose their interest in him and his wares.
Quality # 2. Mental Attributes:
In any effective and permanent sale, a salesman is called upon to display a number of mental qualities, which include presence of mind, imagination, judgment, self-confidence, initiative, memory and general intelligence. While sizing up and persuading the prospect, a salesman should be very alert, attentive, and active so that he may be able to counter objections, remove apprehensions, locate and stress actual need, and serve in its best satisfaction.
He should be quick to grasp the situation and handle it according to the needs of the time. This requires presence of mind. Sometimes, however, the salesman may be faced with an unresponsive, silent and undecided customer, to tackle whom he needs a lot of imagination and tact. Information has to be elicited from him about his need without being too much inquisitive. Imagination is also needed to appreciate, understand and satisfy the requirements of the customers by putting oneself mentally in the position of a buyer.
But simply knowing the customers’ requirements is not enough. A salesman has to persuade and convince them also about the offering he has to satisfy those requirements. How to proceed with this persuasion will require a judgment from the salesman. He should be quick to observe and judge what type of customer he is and how best could he be served.
An experienced salesman can judge the nature, quality and need of the customer at the very first encounter and can also decide his line of action to break his resistance and create conviction. In persuading and winning the customers nothing is more important than self-confidence.
A salesman can neither carry conviction nor remove apprehensions, unless he himself is fully convinced and confident. The self-confidence demands, among other things, thorough knowledge of the product and its uses and misuses.
A salesman’s job, unlike other routine jobs, needs considerable amount of initiative, an ability to work without continuous direction. Initiative is needed in prospecting, approaching and convincing the buyers. Initiative is also required in selling additional lines to regular and irregular customers.
A salesman is a link between the producer and the customer and it is the duty of the salesman to take initiative in promoting a harmonious relationship between the two by communicating to each other their reactions and suggestions. Another important mental attribute of a salesman is a sharp memory—a capacity to recognize his customers, recall his interviews with them and recollect their specific requirements and suggestions.
He has to be very accurate and alert in his statements with his clients. If ever the customer discovers an ambiguity or error in a salesman’s statements he will lose all confidence in him. Finally, a salesman should have a keen intelligence, a good common sense, a general awareness and a positive attribute.
Quality # 3. Social Attributes:
Salesmanship has been defined by several leading authorities as the ‘ability to handle people’ or ‘ability to get along with people’. This is enough to show how important this aspect of salesman’s personality is. A salesman has constantly to deal with all types of people and influence their minds.
Tact is needed for the accomplishment of this task effectively. Different types of customers need different treatments and the salesman must be able to provide it. Tact, however, should not decay into deceit or cunningness. It should embrace patient listening, frank but not offensive replies, good humour and emphatic stress on effective buying motives.
To be tactful, he should have a good command of the language. A salesman has to persuade people to purchase by his argument by explaining his views and by removing their apprehensions. All this requires that he should be a convincing conversationalist and should be able to present his proposition pleasingly, logically and convincingly.
A sweet voice, clear pronunciation, good vocabulary, apt use of words and a fluent expression are the essential ingredients of a convincing, unambiguous and effective conversation. The effect of this quality will increase considerably if it is supported by a likeable disposition also.
Politeness, courtesy, good manners, cheerfulness, good humour, refinement in taste and pleasant habits make a man likeable and a salesman should possess and cultivate these social traits. But all these qualities cannot win a permanent favour if these are not supported with honesty and a sound character.
A salesman has to be true, frank, straightforward, sincere, earnest and honest in his statement. A customer can be cheated, but only once by the pleasant and persuasive talk. Once he knows the underlying motive, he will be on his guard in all his further dealings. Similarly, character is very important.
An introvert, i.e., self-centred, silent and submissive man, cannot make a successful salesman. He needs to be an extrovert, a man who likes and mixes up with people and enjoys talking to them. A salesman called upon to overcome considerable buyer resistance, deal with strangers and open up new territories needs to rate high in this trait of extroversion.
This quality of sociability to make one important, however, needs to be supported by an attitude of co-operation and helpfulness – co-operation not only with the customers, but also with fellow-salesmen and the employers. Customers assign more importance to this quality, because under modern conditions, buyers are simply bewildered at the variety of products available in the market to satisfy their needs and require help from the salesman, who alone has full knowledge about the pros and cons of each one of them.
Customers depend on him and repose their confidence in him and it is of utmost importance that he should prove himself worthy of it by extending to them his full co-operation and help. In co-operating with customers, too, he should be tactful.
Tact is the knack of dealing with people according to the exigencies of circumstances, of winning their favour by putting arguments that will appeal and prevail. The salesman’s primary job is to effect a sale efficiently, i.e., to the mutual benefit of both, and in the minimum time. He is a representative of the company to the customers and conveys to them the company’s image.
Quality # 4. Vocational Attributes:
The qualities explained above are qualities which not only a salesman but perhaps every individual should possess in order to be a success in any walks of life. There are, however, certain specific qualities which a salesman should possess because he has this vocation. They are aptitude, ambition, enthusiasm, discipline and training.
Salesmanship is a highly skilled vocation demanding a special discipline of mind, body and heart. It is to be distinguished from routine, mechanical, centrally directed and controlled jobs. It is creative, self-satisfying and a missionary job requiring an inborn urge and capacity to express, to persuade, to canvass and to win people to one’s own point of view.
It demands a quality of leadership, imagination, creative and constructive thinking. It requires the desire and capacity to mix among people, understand and appreciate their feelings and sentiments, and help them in their efforts. True, salesmen are not born, but it is also true that everybody cannot be made a salesman.
In order to make a successful salesman there should be present certain inborn qualities, aptitudes and talents, and they could be strengthened and reinforced by training. Further, this job also requires unending flow of energy, enthusiasm and desire. Every difficulty, inconvenience and reverse in the efforts should draw more enthusiasm and more energy.
Optimism and ambition are the keynotes of success in salesmanship. A successful salesman is never contented with the present alone; he always strives and exerts his nerves for improvement. He aims high and works for it. Progress is his motto. Further, a salesman has to be disciplined and loyal.
He should comply with the instructions issued by the sales manager, and be loyal to the organisation he is serving. He should be balanced, poised and disciplined in his talk, manners and treatment with customers. Tempers frayed, quarrels picked up and abuses hurled on the customers are sure to spell the ruin of a salesman.
He should, therefore, strive to be loyal, co-operative, helpful and cordial. Salesmanship is getting along with people winning their confidence and patronage – nothing pays more than co-operation, discipline, loyalty, and sincerity. Finally, success in salesmanship also depends to a great extent upon training in effective sales methods.
A well trained salesman will always be able to make a mark against those who, though endowed with all other qualities, lack training. Training helps the salesman in economising in his efforts and quick and effective handling of the customers.
Qualities of a Salesman – Physical, Social, Mental, Moral or Character Qualities
There are only two prime or basic requisites for successful salesmanship- 1. Empathy and 2. Ego derive. The first requisite is the ability to empathise —to understand the feelings, the mood and the role being played by his customer so that he may adjust his own role in such a manner that the interplay of communication is complementary rather than crossed.
Empathy is the ability to identity with the customer, his thoughts, feelings and emotions. A salesman with empathy senses the reactions of the customer and is able to adjust his sales talk to these reactions. Ego drive indicates the personal need to make a sale, as a measure of self-fulfillment and not just for the money.
Empathy coupled with intense ego drive (craving for achievement of the set goal) enables a salesman to influence the buyer effectively and make the sale. He has the drive, the need to make the sale, and his empathy gives him the connecting tool with which to do it.
The success of a salesman depends to a very great extent on his ability to impress his customers. The development of a good sales personality is, therefore, an important requirement for his success.
Personality is the sum total of the impressions made on people with whom one comes into contact. These impressions are the result of many qualities that one possesses.
The qualities that go into the make-up of a successful salesman can be broadly divided into four categories:
(1) Physical,
(2) Social,
(3) Mental,
(4) Character qualities.
A successful salesman develops a sales personality by developing certain qualities. The physical qualities such as pleasing appearance, cheerful smile and good health create a favourable first impression. Social qualities like good manners, politeness, helpful attitude and tact help him to secure goodwill and social acceptability.
His power of observation and memory, imagination and initiative, self-confidence and determined effort, prepare a suitable mental make-up. His character, with -honesty, loyalty, industry and perseverance endear to his customers who come to rely on him.
Quality # 1. Physical Qualities:
A good physical appearance is a very big asset for a salesman. The first impression that a salesman makes on his customers is the most important impression. Whether a customer takes interest in the salesman, allows himself to listen to, and be guided by the salesman or not, depends on the favourable first impression that the salesman is able to create. A good physical appearance also gives the salesman more self-confidence.
A salesman must be well built and free from physical defects. He must take sufficient care of his appearance. Good grooming, appropriate dress, clean and tidy appearance, a good posture, and poise go a long way in creating a good first impression.
A salesman must always have a cheerful smile on his face. A smile is considered the mirror of the mind. A good, natural, smile can remove tension and awkwardness in the sales interview. Smiling face and humorous nature enable a salesman to enter the mind of a prospect easily during a sales talk.
A good salesman will also take care of his health. A salesman who is not healthy cannot maintain a pleasing appearance. He will also not be able to carry on his duties efficiently. Good sound health is, therefore, an essential part of a salesman’s personality. There is very close relation between your physical health and mental health. Sound mind lives only in a sound body.
Quality # 2. Social Qualities:
A salesman is required to move in different circles, meet many customers and get along with them. He must, therefore, develop a good social behaviour.
A salesman must always cultivate good manners. He must always be polite and respectful and never become unduly familiar with his customer.
Courtesy in dealing with customers, the practice of greeting and thanking his customers, using polite expressions, and a sincere desire to please are very necessary for success in salesmanship.
A salesman must also be tactful. He must be able to put things in the correct manner to his customers. He must never say or do anything which may antagonise his customers.
A desire to meet people, helpfulness and co-operative attitude’, and a likeable disposition are essential for a successful salesman. A salesman must be an extrovert (directed outward and not self-centred) and must be a good mixer.
The ability to make himself socially acceptable, to mingle with any group, to adapt himself to customers with different attitudes, norms of behaviour and standards of culture will stand a salesman in good stead in his professional career. A person with a social temperament alone should take the job of a salesman.
Quality # 3. Mental Qualities:
The mental make-up of a salesman must be conducive to success. A salesman must have a good power of memory and observation. He must be able to recognize customers, their characters, their buying motives, and adjust his sales talk accordingly. He must be alert and always on his toes. Absent-minded person cannot be a good salesman.
Imagination and initiativeness are very useful qualities for success in dealing with customers. A salesman must be able to handle difficult situations independently and on his own initiative.
He should not require continuous direction and goading. He must be resourceful. He must have a creative mind. He must develop empathy, i.e., ability to read and visualise the flow of thoughts in the buyer’s mind.
The science of selling is to know what wants to arouse; the art is to develop empathy, step into the shoes of the buyer and feel those wants personally and then get the prospect to feel them. This mental quality of reading the thought or mind of the prospect has to be developed. It is called empathy.
Self-confidence is necessary for success in any sphere of activity, more so in case of a salesman. The ability to rely on oneself gives self-confidence. A self-confident salesman will also inspire confidence in his customers.
Determination and drive are also very important for success. The proper management of time and a systematic attitude are two traits which will help a salesman in the successful completion of his duties.
Quality # 4. Moral or Character Qualities:
Honesty and integrity are essential character qualities of a salesman. Customers must be willing to depend on the salesman, willing to be guided by him and to rely upon his statements. Creation of goodwill and a name for fair and honest dealings are essential in business.
A salesman must be loyal, both to his employer and to his customer. This may appear contradictory, but, in fact, it is not so. The success of the employer depends on the goodwill of the customer. Therefore, a salesman who is loyal to his customer will also benefit his employer.
Industry and perseverance are other qualities which a salesman must develop in order to become successful.
Qualities of a Salesman – Qualities Required for a Good and Successful Salesman – Physical Qualities, Personality Traits and Information Possession
The qualities required for a good salesman can be broadly divided into three groups:
1. Physical qualities,
2. Personality traits, and
3. Information Possession.
1. Physical Qualities:
Appearance – Salesmen must be well-dressed, neat and impressive in their appearance.
Health and fitness – They must be healthy and capable of hard work. Irregular working hours and travelling necessitate a good constitution.
Countenance – A smiling face and assured physical movements can create confidence in others.
2. Personality Traits:
Ability to communicate – They must be able to express their ideas clearly and persuasively. This needs good language and delivery and a pleasing voice.
Gregarious nature – They must not be shy or hesitating. They should be able to meet people and mix with them easily. They must be mentally alert, self-confident, imaginative and resourceful. These mental qualities help them in dealing with different kinds of people.
Character – They must be honest, reliable, stable and ambitious. These qualities can instill confidence in their superiors and pave way for their progress.
3. Information Possession:
Product data – They must know everything about their products. The uses, the varieties, prices, contents, etc., of the product the brand variations and packaging must be known.
Company data – They should have knowledge of their company’s history, achievements, sales outlets, distribution policies, different products and services, etc.
Customer data – They should know the different types of customers, their needs, likes and dislikes, motives, brand preferences, etc. They should also know possible complaints or arguments customers may have against their products or company. They should also develop reasonable and diplomatic answers for them.
Knowledge of sales technique – Salesmen should have expert knowledge of different methods, skills and techniques in selling.
Knowledge of self – Every salesman should be aware of his personal strengths and weaknesses.
Qualities of a Salesman – With Characteristics of a Good and Successful Salesman
The characteristics of a good and successful salesman are as follows:
(i) Establishing good relationship with a variety of people.
(ii) Learning quickly and adapting smoothly.
(iii) Planning ahead and efficiently managing his time and efforts.
(iv) Working hard to achieve his goals, dedicating himself to provide long-term service, rather than having a get-rich-quick attitude.
(v) Communicating clearly both in speech and in writing.
(vi) Thinking analytically and learning to break problems down to their basic components.
(vii) Producing constantly both in quality and quantity rather than performing erratically.
(viii) Persisting steadily his goals and not giving up easily.
(ix) Possessing and living up to high moral characteristics that enable people to admire, respect and trust him.
Personality is the sum total of the impressions made on people with whom one comes into contact. The impressions is the result of many qualities that one possesses. There are a number of qualities which make a salesman successful.
Thus, a successful salesman must possess:
(i) Good Personality
(ii) Knowledge of the product-salesman like.
(iii) Knowledge of the customers and their buying habits.
Qualities of A Salesman – 4 Main Attributes to Seek in a Good and Successful Salesman: Physical, Mental, Social and Vocational Attributes
The main qualities of a good salesman are as follows:
1. Physical Attributes:
A successful salesman must have sound health and pleasing personality. His job is arduous and his physique should be sturdy, free from disease and disability of all types. He should have capacity for hard work, a good stamina and sufficient tolerance. Good personality consists of several attributes such as neat appearance, refined tastes, good habits, clear voice, etc.
A pleasing and a charming personality boost self-confidence and morale. Only a well-groomed and cheerful salesman can create good impression on the customers. The Chinese proverb “one who runs a store must have a smiling face” indicates the significance of personality for a successful salesman.
2. Mental Attributes:
A good salesman must have a high degree of intelligence, initiative and foresight. He needs to be intelligent and imaginative enough to understand the customer quickly and to read his mind accurately. Balanced judgement, self-confidence, poise, tact and patience are needed to handle the customer according to the requirements of the situation.
An effective salesman also needs to have presence of mind and good common sense. He requires initiative to make additional sale and to win permanent customers. Sharp memory is necessary to recognise the customer and to recollect his needs and wants.
3. Social Attributes:
A salesman has to deal with different types of customers and should, therefore, have the ability to get along with people of all types. Sociability implies a cheerful attitude, a liking for people, sense of humour and conversational ability. A good salesman needs to be polite, self-disciplined and courteous.
He should not be shy or reserved but an extrovert and a good listener. He needs to be a man of sound character, honest, loyal and dependable. He should be cooperative and helpful enough to assist customers in the selection of goods. A good salesman must be sincere in his work and true to his words.
4. Vocational Attributes:
Salesmanship is a highly skilled vocation and requires ambition, aptitude and enthusiasm. A good salesman needs to have creative ability, leadership qualities, urge for excellence, optimism and a specific bent of mind. Success in salesmanship requires sound education, wide knowledge and specialised training. A good salesman should be fully familiar with his product, his firm, his customers and gelling techniques.