The characteristics of a successful salesman and how to become one

The answer to the question of what the characteristics of a successful salesperson are is not immediate because it depends on a series of factors and skills that will be explored in detail in this article. However, before delving into the topic, it is important to provide a brief introduction.

It is well known that sales activity plays a fundamental role in any business. Without sales, there is no income. The market is characterized by fierce competition, both direct and indirect, with numerous companies and sellers offering similar products or services.

The task of a salesperson is to persuade potential customers to choose to buy from their company rather than the competition.

How can this goal be achieved?

First and foremost, it is necessary to understand the characteristics that distinguish successful salespeople. Subsequently, a personal assessment should be conducted to identify one's own shortcomings. Finally, it is important to develop skills in which one is less experienced, perhaps with the help of a professional business coach. The concept is simple: if you want to learn how to swim, you turn to a swimming instructor; if you want to learn how to sell, you rely on someone more experienced than you.

So, what does it mean to be a good salesperson?

Average salespeople are those who sometimes achieve their sales goals and sometimes do not. On the other hand, good salespeople not only achieve sales but also earn the respect and trust of potential and actual customers.

However, this does not necessarily mean closing the sale every time but also being able to differentiate between customers ready to make a purchase and those who are not and treat them accordingly. For example, with potential customers close to making a final decision, you can employ specific sales techniques to push them towards conversion. However, with those who seem indecisive, it might be wiser not to be too pushy to avoid compromising potential future sales. If you create a good impression and earn people's trust, they will remember you and may return to make purchases when it is more convenient for them.

If you want to become an excellent salesperson, your goal should not be limited to immediate sales. You must be able to anticipate and address objections, inspire confidence, and offer genuinely helpful advice to your customers. Focusing solely on immediate sales can be counterproductive because if customers are not satisfied, they will not return to do business with you and may even spread a negative reputation for your company.

So, what does a good salesperson do?

To become a successful salesperson, you must almost put yourself in the shoes of a psychologist. Despite having different goals, reflect on this concept. A good salesperson must essentially do what a psychologist does: listen carefully to people, understand their needs, and offer solutions.

Companies increasingly need salespeople who can close deals and generate profits. To achieve such results, you cannot rely solely on individual sales but must leverage sales practices like upselling or cross-selling and encourage customers to make repeated purchases.

The most effective salespeople are those who build trust with their customers. Your goal should be to help consumers and provide solutions that genuinely meet their needs.

Now, it's time to take a closer look at the characteristics of successful salespeople so that you can understand how to achieve your professional and business goals.

What characteristics should a successful salesperson have?

Improving as a salesperson requires a combination of natural aptitude, determination, and training. Aptitude is essential in this job, just as it is in any other; if you don't enjoy selling, you will never commit enough to become truly good. Determination helps you find the motivation to continue learning and implementing what you've learned.

This is the only way to truly become a salesperson, rather than just appearing to be one. If you recognize this difference, you are already halfway to success.

Now, let's look at the characteristics that I believe are essential to becoming the successful salesperson you want to be.

1. Collaboration

If your goal is to increase sales for your company, it is essential for different departments to work together harmoniously. In many cases, the marketing department and the sales department operate in silos, focusing only on their own responsibilities.

Why is this approach wrong? The reason is simple: marketing and sales are not separate processes but interconnected. Marketing serves to attract, educate, and engage customers, while salespeople come into play in the final stage, the actual conversion.

Therefore, increased communication and collaboration between these two departments can improve overall effectiveness in turning consumers into loyal customers. Here's how you can encourage this change within your company:

- Promote more intensive communication between marketing and sales.
- Use different evaluation metrics for both departments.
- Create a standardized process that keeps both entities aligned.

Alignment between marketing and sales is crucial for success.

2. Interpersonal Skills

Potential customers are human beings with dreams, expectations, and fears, just like you. Your task is to identify their needs, understand their desires, and offer suitable solutions. In this context, knowledge of buyer personas, i.e., your ideal customers, is crucial.

You must know every detail about them, including age, gender, geographical location, education, occupation, interests, passions, sources of information, and the questions they ask. This will allow you to establish genuine empathy.

People tend to buy from those they trust. If you can build a solid relationship with customers, you will increase their loyalty and potential return for future purchases. Sales teams that focus on relationships tend to improve their productivity faster than those that do not.

3. Mastery of Sales Techniques

A successful salesperson must understand all stages of the sales process and the strategies for closing deals. For example, the process may start with an assessment of the customer's interest, followed by a proposal, and finally, the contract's closure.

However, it is important not to be rigid in your approaches. Sales are a personal experience that depends on the relationship established with the customer. This means that there is no one-size-fits-all approach. You must be able to adapt your strategies based on different customer types. The more skills you have at your disposal, the greater your chances of success.

4. Results-Oriented

This characteristic indicates a person's determination to pursue their goals. It is crucial for salespeople because customers are not always ready to buy immediately.

Therefore, determination, firmness, decisiveness, perseverance, initiative, and strategic thinking are required. Working diligently is not enough; you must also stay focused on your goals.

Organizing your work is essential for salespeople who handle multiple clients simultaneously.

5. Communication Skills

The ability to communicate is crucial for a salesperson. This does not only mean using the right language but deeply understanding the customer. Active listening is crucial to understanding the customer's needs and responding appropriately.

Customers want to be heard and understood by the salesperson trying to solve their problems. When you focus on what the customer needs, you will be able to choose the most effective words and arguments to communicate convincingly.

Work on both verbal and non-verbal communication, as a significant portion of conveyed emotions passes through expressions, gestures, and attitudes.

6. Knowledge of the Right Tools

To improve your interpersonal skills and outperform the competition, you must use the right technological tools. An indispensable tool is Customer Relationship Management (CRM) software, which allows you to manage contacts, build ongoing relationships, and improve sales management.

A good CRM can suggest suitable strategies for different situations and customer types. This tool facilitates communication between departments and can lead to remarkable results.

To automate certain processes, you can use specialized software that allows you to focus on activities that require your presence.

7. Positive Attitude

Only 2% of sales are closed on the first contact. Other contacts require time and patience. A positive attitude is crucial for facing rejection without getting demoralized. Remember the rule of 'Five No's': keep in touch with a customer until they say 'no' at least five times.

Many salespeople give up too soon after the first or second rejection, but perseverance is essential for success. A consumer's journey towards a purchase can be long and complex, but if you don't give up, you are on your way to becoming an excellent salesperson.

8. Market Knowledge

A professional salesperson must have an in-depth knowledge of the industry in which they operate and the characteristics of the products or services they sell. Additionally, it is important to continuously monitor the market, territory, competitors, and trends.

Market analysis helps you understand the context in which you operate and better know your audience. This allows you to conduct current sales and prepare for future challenges. Analyzing buying behaviors and purchase decisions helps you anticipate customer needs and stay ahead of market trends.

In conclusion, market knowledge is a fundamental tool for business success, as it enables you to identify new opportunities, avoid mistakes, and develop more effective sales strategies.