If you are in sales, your career depends on your ability to motivate customers to act and purchase products. To be successful you need to have certain qualities. Some of these are easier to learn than others but all can be improved. In this Insight we will introduce five of the most important traits that every sales professional needs. If you are facing a Performance Review these are some of the attributes that your boss might be assessing you against.

Trait #1: An Understanding of the Customer

Understanding the customer is essential. Each customer is different and has individual needs. If you can understand your customer’s challenges, goals and motivations, you will be able to deliver a fantastic customer experience.

The best way to do this is by asking the right questions. This will help you to understand each customer’s needs and how to best meet them. Active listening ensures that salespeople are truly absorbing the information the customer is providing and the customer feels heard.

Trait #2: Adaptability

Successful sales people are adaptable and are often compared to chameleons in their ability to change their technique to suit their audience. Some customers need data and evidence; some need personal reassurance; some value service over price. Adaptability requires intuition, the ability to ‘read the room’ and good listening skills.

Trait #3: Product Knowledge

Having deep knowledge and understanding of the products you are selling is essential if you are going to meet the needs of your customer. However, the best sales professionals know how to turn product features into the advantages and benefits that their customer really needs. They also understand the most frequent objections they are likely to face and how to overcome them.

Trait #4: Communication Skills

Successful sales professionals possess excellent communication skills in person, via phone or email. A great salesperson will be able to build rapport with the customer and craft a persuasive conversation that will secure long-term sales results.

If you want to improve your communication skills, focus on your listening and questioning techniques. It is also a good idea to improve your storytelling skills. Creating stories around the product to better explain its advantages and to build a connection with the customer is a really effective tool.

Trait #5: Persistence

Sales is often a numbers game and the only way to win is by staying in the game. The most successful sales professionals have the resilience and willpower to never give up.

They understand that every “no” is a step closer to a “yes” and strive to continue even when faced with challenging objections.

Salespeople can improve their persistence by setting realistic short-term goals and tracking progress over time.

It is common to feel frustrated by a run of bad luck. If this happens, remember why you are in sales, take time to celebrate small victories and look for the baby steps that will return you to success.

Conclusion

We have been recruiting sales people for UK businesses for over 30 years and know that the over-riding quality of all great sales people is the ability to make other people like and trust you. If you can do this successfully you will have the opportunity to ask questions, listen to answers and build a selling proposition that will be well received.

If you want to get into sales or feel that your qualities would be best employed in a new role please visit our jobs page for information on new opportunities.