What are the Qualities of a Professional Sales Person?
What are the Qualities of a Professional Salesperson?
The qualities needed by salespeople are as follows:
- Appearance
- Knowledge of products
- Attitude towards customers
- Communication style
- Level of enthusiasm (and the reason for it)
- Attitude towards money and material success
- Attitude towards competitors
- Physical energy
- Relationships with fellow workers
- Attitude towards employer
1. Appearance
A sales professional will be aware that they are judged partly on appearance.
That does not mean, "flash". It means well groomed, clean and functionally tidy.
2. Knowledge of products
A sales professional knows their products well, so they can answer questions with confidence and authority. They never waffle or guess when they do not know the answer but will do research and come back with the facts.
The sales professional also knows their market and has a clear understanding of their customers' requirements.
3. Attitude towards customers
A professional salesperson sees their customers as a source of income. That means he is focused on serving the customer, providing the customer is ready, willing and able to pay for it. The sales professional can identify the valuable customers from the time wasters. They will spare no effort for the good customers and are polite but focus less effort on the poor customers.
4. Communication style
A sales professional has a communication style that is flexible enough to be able to talk to all kinds of people. However, there are certain constant factors:
Accurate: A sales professional is accurate. What they say can be relied upon to be right.
Brief: A sales professional does not waffle.
Curious: The sales professional asks questions to gain information and to search out new opportunities to improve the system.
Listener: A sales professional is a great listener and encourages others to talk.
Gently cheerful and optimistic: a sales professional always gives you a lift and you feel better for having spoken with them.
5. Level of enthusiasm (and the reason for it)
A sales professional is enthusiastic. This is not a fake enthusiasm. It is real.
It is based upon the firm understanding that the market economy always has a need for good, competent, people.
They are enthusiastic because they can see themselves moving towards their personal goals by means of honest, fair trade and a continuing commitment to improvement.
6. Attitude towards money and material success
A sales professional is comfortable about wanting to do well financially. Some of the people have an awkward feeling that there is something sinful or morally wrong about making money a target. Champions have dropped these irrational (and wrong) ideas and clearly state that they work for money. They are always looking for ways to earn more.
7. Attitude towards competitors
A sales professional does not worry about the competition but is aware of them.
They understand the need to stay abreast of what is going on in the market, but this is done as a part of their professional approach, not out of worry or fear.
8. Physical energy
A sales professional looks after their physical health because they know that they will need energy and health to accomplish their goals. They can enjoy themselves without "getting wrecked" and adopts habits that support their mental and physical vibrancy. They know how to control the intensity, duration and frequency of stresses, so as to keep themselves stimulated without becoming burned out.
9. Relationships with fellow workers
They are supportive and helpful to colleagues. However, they do not live for the good of others. They will not do their work for them, and they must make their own decisions.
A sales professional looks for other champions and they encourage each other.
There are some people who are almost always negative. These people want more money, more respect, but they do not want to earn it.
A sales professional recognises this approach as a falsehood, and simply leaves this person to their inevitable fate.
Periodically the sales professional will state the truth in the hope they can inspire a change in the negative ones. Sometimes it works. Then the sales professional will be enthusiastic in his help.
10. Attitude towards employer
It is common to complain, bitch and moan about the business or "the management".
The sales professional recognises that they receive their income from the business. If they see something wrong, they will tell the appropriate person and may suggest a remedy. This is done in an attitude of contribution. He never complains just for the sake of it.
Outside work, the sales professional has only good things to say about the business. He knows that the business has a reputation and he wants to be part of a winning organisation.
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Definition: professional salesperson
A professional salesperson is a paid seller who knows their product and market inside out, puts the buyer’s needs first, speaks with clear, honest words, and keeps skills, energy and ethics sharp through steady learning. Remove any one of these habits and the seller drops to amateur status.
Show CG4D Definition
- Holds deep, accurate knowledge of the product and wider market
- Adopts a buyer-centred attitude that seeks fair profit from ready customers
- Communicates with brief, truthful, listener-focused words
- Maintains ongoing self-improvement in skill, energy and ethics through training
Article Summary
Great sales results grow from ten simple traits: clean look, strong product know-how, buyer-first attitude, clear talk, real drive, respect for money, calm view of rivals, high energy, team spirit and pride in the firm, all sharpened by steady training.
Frequently Asked Questions
Here are some questions that frequently get asked about this topic during our training sessions.
Why does appearance matter in sales?
How deep should product knowledge go?
What is a buyer-first attitude and why is it vital?
What are the hallmarks of clear sales talk?
How can I keep authentic enthusiasm every day?
Is it wrong to set money as a sales goal?
Why does physical energy boost selling results?
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Did You Know: Key Statistics
LinkedIn’s 2024 State of Sales UK shows 73% of buyers choose a seller who shows clear knowledge of their business. HubSpot’s 2024 Sales Trends survey finds sales reps who join four or more formal training sessions each year hit target 22% more often than those who do not.About the Author: Chris Farmer
Chris Farmer is the founder of the Corporate Coach Group and has many years' experience in training leaders and managers, in both the public and private sectors, to achieve their organisational goals, especially during tough economic times. He is also well aware of the disciplines and problems associated with running a business.
Over the years, Chris has designed and delivered thousands of training programmes and has coached and motivated many management teams, groups and individuals. His training programmes are both structured and clear, designed to help delegates organise their thinking and, wherever necessary, to improve their techniques and skills.
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