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I once encountered a salesperson who managed to convince me to purchase something I didn’t even know I needed until I left the store with that in hand and I couldn't have been happier. This experience made me reflect on what truly makes someone a great salesperson. It’s not just about closing deals or pushing a product; it’s about building a genuine connection, understanding the needs of the customer, and creating a sense of value that they hadn’t even considered. 

As Robert N. McMurry, author of “The Mystique of Super-Salesmanship” once mentioned, 

“A very high proportion of those engaged in selling cannot sell….If American sales efficiency is to be maximized and the appalling waste of money and manpower which exists today is to be minimized, a constructive analysis must be made of what selling really is and how its effectiveness can be enhanced….We must look a good deal further—into the mysteries of personality and psychology—if we want real answers.”

A skilled salesperson understands these elements in detail and uses this knowledge to turn a transaction into a meaningful experience for both parties. So, what exactly makes a good salesperson?

 Let’s read and find out, shall we?

What are the qualities of a good salesperson?

Active listening

Active listening is a useful skill to have both while engaging with your customers as well as your sales leaders.

With customers, active listening ensures that the customer feels heard and also helps you address their pain points effectively.

With sales leaders, listening attentively ensures that you don't miss out on anything important discussed in any conversation.

How do you develop this quality?

During conversations, focus entirely on the customer without interrupting. Summarize what the customer said to confirm whatever has been discussed (e.g., “So you’re looking for a solution to [problem], right?”).

Use open-ended questions to encourage customers to elaborate and avoid formulating a response while the customer is speaking.

You can also take a course on active listening or mindfulness to improve focus during conversations. Also, check out books like “Just Listen” by Mark Goulson or “The Lost Art of Listening” by Michael Nichols.

How do you use this in a sales scenario?

Scenario: A customer visits a furniture store and says,” I need a sofa, but my living room is small, and I also have kids, so I need something durable.”

How it’s used: The salesperson focuses on listening carefully to the customer without interrupting. Once the customer is done speaking, they ask clarifying questions like, “What’s the size of your living room?” and “Do you have a color or material preference?” By actively listening, they not only gather the necessary information to recommend the right product but also make the customer feel heard and valued.

Strong body language

Standing tall, open body posture, controlled hand gestures, strong eye contact are all signs of strong body language.

A strong body language displays confidence and makes the customer feel that they can trust you.

How do you develop this quality

Recording yourself during a mock sales presentation and evaluating your posture, gestures, and facial expressions can help you discover areas of improvement. You can also practice doing this in front of a mirror.

Public speaking workshops can also help you in refining non-verbal communication.

Books like "What Every BODY is Saying" by Joe Navarro or podcasts like “Talk like a leader” are also useful resources.

How do you use this in a sales scenario?

Scenario: A salesperson is pitching a new CRM tool to a group of executives.

How it’s used: A good salesperson will stand tall and maintain open, confident body posture, which conveys authority and professionalism. As they speak, they use hand gestures to emphasize key points and maintain eye contact with everyone in the room. Smiling and nodding at appropriate moments signals attentiveness. These non-verbal cues make the presentation more engaging and establish credibility, thereby building trust and connection with the customer.

Persuasion skills

In the field of sales, you often have to subtly persuade the prospect to close a deal. Even when customers are interested in the product, they sometimes need a gentle nudge to close the deal. In these situations, your persuasion skills come in handy.

How do you develop this quality?

Learn to handle objections by anticipating and preparing responses to common concerns that customers have. Also, make use of the power of reciprocity by offering value to the customer such as free advice or resources in order to build trust.

Reading books like “Influence: The Psychology of Persuasion” by Robert Cialdini or taking courses on negotiation and persuasion can also be useful in building this quality.

How do you use this in a sales scenario?

Scenario: A customer walks into a car dealership and says, “I think I’ll just stick with my old car for now. It’s not perfect, but it still works.”

How it’s used: The salesperson acknowledges the customer’s hesitation and says, “I understand that it’s hard to let go of something that’s still functional. But let me show you how upgrading could actually save you money in the long run.” They highlight how a newer model offers better fuel efficiency, lower maintenance costs, and improved safety features. They also share a quick story about a similar customer who benefited from upgrading.

After listening to this, the customer feels less hesitant and decides to explore financing options.

Presentation skills

As a salesperson, you have to give demos and presentations about your product to your customers. 

Being able to deliver a good presentation is a necessary skill as the course the presentation takes defines the customer’s interest in buying your product.

How do you develop this quality?

When you give a presentation, focus on following a proper structure: introduce the problem, present the solution, and end with a CTA.

You can conduct mock presentations with colleagues or mentors and ask for feedback.

 Visual aids, storytelling, and using a conversational tone are a great way to make your presentations more engaging. 

How do you use this in a sales scenario?

Scenario: A salesperson is conducting a demo for a project management software to a customer’s team.

How it’s used: They organize the presentation into clear sections: outlining the problem, demonstrating the solution, and showing results. They use visuals like graphs and comparison charts to make their points more compelling. Their tone is enthusiastic and confident, and they pause briefly for questions, ensuring clarity. By presenting the information in an engaging and structured way, they keep the customer’s attention and communicate the product’s value effectively.

Organisation skills

Sales is often a chaotic process and it’s necessary to stay organised to not miss important details.

How do you develop this quality?

You can use a planner, CRM system, or task management tool to track leads, appointments, and follow-ups.

Break your day into blocks: dedicate specific times to prospecting, follow-ups, and admin tasks. Avoid multitasking and prioritize tasks by urgency and importance.

How do you use this in a sales scenario?

Scenario: A real estate agent is managing multiple customers with varying property preferences.

How it’s used: The agent uses a CRM to track details about each customer such as their budget, preferred neighborhoods etc. They schedule property viewings carefully to avoid overlaps and send personalized follow-up emails summarizing what each customer saw and what’s next. Doing all this in an organised manner ensures that details don’t slip through the cracks and the customer receives a satisfactory experience.

Technical skills

Since you are the one responsible for selling the product, you should have in-depth knowledge about the product. Leave no stone unturned in gaining as much info about the product as possible. Also, ensure that you are well aware of industry trends and market conditions.

How do you develop this quality?

Study your product or service thoroughly, including its technical specifications and how it works. Practice explaining complex concepts in simple terms.

Stay updated on industry trends and regularly attend product training sessions. Shadow technical teams to deepen your understanding.

Take webinars, certification courses, or training programs relevant to your product or service (e.g., software, machinery, or SaaS tools).

How do you use this in a sales scenario?

Scenario: A customer is concerned about whether a new software product integrates with their existing tools.

How it’s used: The salesperson uses their technical knowledge to give a step by step explanation of the integration process. They describe how the software’s API works, provide examples of other successful integrations, and even offer to set up a trial for the customer. Their ability to address technical concerns directly reassures the customer and demonstrates expertise, making the customer feel confident about making the purchase.

Inner drive

Inner drive and passion are extremely important in a challenging profession like sales. Even when downfalls and rejections occur, it is your inner drive that encourages you to continue to work towards closing sales.

How do you develop this quality?

Set clear, measurable goals, and break them into smaller milestones. Reward yourself for achieving milestones to stay motivated.

Surround yourself with motivated colleagues or mentors. Reflect on your “why” (e.g., financial goals, career growth) to stay focused during challenging times.

How do you use this in a sales scenario?

Scenario: A new salesperson starts at a company with no existing customer base.

How it’s used: They proactively research leads, make 50 cold calls a day, attend networking events, and build a LinkedIn presence to connect with potential customers. Despite facing rejection, they stay motivated, continuously refine their pitch, and seek feedback to improve.

Within three months, they establish a solid pipeline and close their first deals, driven by their determination to succeed.

Adaptability

The field of sales will put you in a variety of situations where you’ll have to deal with different types of customers and demands. Being able to adapt and change your approach depending on what the situation demands is both necessary and useful.

How do you develop this quality?

Expose yourself to unfamiliar scenarios, such as handling different types of customers or products. Role-play with your colleagues to practice and experiment using different approaches.

Stay calm under pressure by practicing mindfulness or stress management techniques. Remind yourself that flexibility is key to overcoming obstacles.

You can also take courses on problem-solving and creative thinking.

How do you use this in a sales scenario?

Scenario: A customer comes into a clothing store looking for a specific jacket that is out of stock.

How it’s used: When the customer expresses disappointment, the salesperson quickly adapts by suggesting a similar jacket in a different color or offering to order the original jacket online. They also highlight other options that might suit the customer’s taste. By adjusting their approach on the spot, they avoid losing the sale and provide a solution that keeps the customer happy.

Proactive

Salespeople cannot be couch potatoes; you have to be field players. You’ve to constantly work to attain and retain customers and sometimes you also have to go knocking on their doors. 

Being proactive involves recognizing a customer’s needs before they realize they have them, and providing a solution. In essence, a proactive salesperson spots an issue and presents a solution even before the customer becomes aware of the problem

How do you develop this quality?

You can set reminders to follow up with leads and reach out to inactive customers without waiting for them to contact you.

Anticipating customer needs by researching their industry or previous buying behavior and proposing solutions before they ask for it is a great way to retain customers.

You can also use CRM systems to automate follow-ups and track customer interactions.

How do you use this in a sales scenario?

Scenario: A salesperson notices a regular customer hasn’t placed an order since 6 months.

How it’s used: Instead of waiting for the customer to return, the salesperson reaches out to check in. They ask questions like, “Is there anything we can help you with?” and offer updates on new products or promotions. This proactive approach shows the customer that they are valued and often reignites their interest, leading to a renewed business relationship.

Patience

In sales, you close one deal after multiple rejections and setbacks. Sometimes customers can be flaky with their decisions too. The ability to patiently handle these situations is important 

How do you develop this quality?

Take time to understand the customer’s pace and avoid rushing them into a decision. 

Remind yourself that building trust takes time. Focus on the long-term relationship rather than the immediate sale.

Practice deep breathing to stay calm in frustrating situations.

How do you use this in a sales scenario?

Scenario: A first-time homebuyer is overwhelmed by the process and asks the same questions repeatedly about mortgage rates and closing costs.

How it’s used: The salesperson patiently explains each step in detail, using diagrams and examples to make it easy for the buyer to understand. Instead of showing frustration, they reassure the buyer by saying, “It’s completely normal to have questions—this is a big decision, and I’m here to help.” This patience puts the customer at ease and builds trust, making the buyer more likely to stick with the salesperson.

Empathy

Empathy is the ability to imagine that you’re in someone else’s shoes and think of the problem from their perspective. This is a useful skill in the field of sales as it’s easier to figure out a solution when you can put yourself in the shoes of the customer and understand their pain points.

How do you develop this quality?

Put yourself in the customer’s shoes—ask yourself, “What would I want in their situation?” during interactions.

Use phrases like “I understand how you feel” to acknowledge their concerns. Pay attention to their tone and body language to pick up on non-verbal cues.

How do you use this in a sales scenario?

Scenario: A customer visits a mobile phone store and says, "My phone just broke, and I can’t afford a lot right now, but I need something reliable for work and staying in touch with my kids."

How it’s used: The salesperson listens carefully and responds empathetically: "I understand how stressful it can be to manage a situation like this. Let me help you find a phone that fits your budget but still meets all your needs." They avoid upselling expensive options and instead recommend a budget-friendly phone with the essential features, offering a payment plan to ease the financial burden.

Interrogative skills

Being able to ask the right questions at the right time is a great skill for a salesperson to have. There’s an art to asking questions but it’s one you can learn.

How do you develop this quality?

Prepare a list of open-ended questions for each sales interaction, such as “What’s your biggest challenge with [problem]?” or “Can you tell me more about your goals?”

Use the SPIN selling framework: ask situation, problem, implication, and need-payoff questions to uncover the customer’s needs and pain points.

Read “SPIN Selling” by Neil Rackham or attend sales training focused on consultative selling techniques.

How do you use this in a sales scenario?

Scenario: A customer is looking for home security equipment but isn’t sure what they need.

How it’s used: The salesperson asks targeted questions like, “What’s your biggest concern—burglary, fire, or both?” and “How often are you away from home?” These questions help uncover the customer’s priorities, allowing the salesperson to recommend the most suitable package. By using interrogative skills, they tailor their pitch and make the customer feel confident in the solution.

Resilience

Resilience is the ability to stand strong and move forward even when you face constant rejections, disappointments and intense pressure.

How do you develop this quality?

You have to learn to consider rejection as a learning experience.

After every setback, ask yourself, “What can I do differently next time?” 

Having a support system of mentors or colleagues to fall back on in times of difficulty will also be incredibly useful to you. 

Practicing positive self-talk will also help you in staying motivated.

How do you use this in a sales scenario?

Scenario: A salesperson spends weeks pitching to a customer, only to have the deal fall through at the last minute.

How it’s used: Instead of getting discouraged, the salesperson reflects on what went wrong, learns from the experience, and immediately moves on to their next lead with renewed determination. Their resilience allows them to maintain high performance and keep a positive attitude, even in the face of setbacks.

What lessons can you learn from some famous salespeople?

David Ogilvy

David Ogilvy began his sales career by going door to door and selling cooking stoves. He was so good at it that his boss asked him to write a manual on selling. This manual was titled “The Theory and Practice of Selling the AGA Cooker” and is renowned even today as one of the best sales books ever written. He emphasized the importance of researching prospects in this book.

Later on in his career, he went into advertising and established principles that are at the core of this industry even today.

Dale Carnegie

He’s renowned as the author of the book “ How to win friends and influence people”.

Early on in life, he realised that he had a way with words. He began taking adult public speaking classes and eventually founded Dale Carnegie Institute.

He believed that the secret to success in sales was to show genuine interest in people, asking questions, remembering names, and avoiding flattery.

Zig Ziglar

He began his sales career by selling pots, pans and other cooking equipment. He was so skilled at his work that he went on to become a field manager and then a supervisor.

Later in his life, he quit sales and became a full time public speaker and also started writing books.

Joe Girard

He began his sales career at the age of nine. He started off as a shoe shiner and went on to become a news carrier.For every new customer, he got a box of Pepsi-Cola and soon established a soda pop business, and began selling it at unbeatable prices to neighborhood kids.

He eventually landed a job as a car salesperson and set a record for selling 13,001 cars in a span of 15 years.

Mary Wells Lawrence

She was the first woman to own and run the advertising agency called Wells Rich Greene. 

She gained fame for her innovative campaigns, including the iconic “I Love New York” campaign, which became a defining slogan for the city. She was also known for her work with brands like Braniff International Airways, where she revolutionized airline marketing with her striking visual designs and unique ideas. She shattered every glass ceiling to become a Madison Avenue legend.

Mary Wells Lawrence’s career was groundbreaking, especially as a woman in a male-dominated industry. She was inducted into the Advertising Hall of Fame and became an icon in the world of marketing. Her autobiography, A Big Life (in Advertising), was published in 2000.

Erica Feidner aka the Piano Matchmaker

Erica Feidner’s known for her ability to build an interest/passion for the piano even in people who had never even considered playing the instrument. She sold $40 million worth of Steinway Pianos during her career.

She’d take her time teaching beginners the basics of piano and with seasoned players, she’d decide upon a piano based on how they’re playing.

She’d also refuse to sell a piano if she felt that it wasn’t the right match for the buyer.

Ron Popeil

At the age of 13, he started working at his dad’s factory. He made the decision to sell the products manufactured there at a local flea market. In order to do this, he would set up his shop at 5 am and pitch all day and would sometimes earn $500/day which is a lot of money for a teen at that time.

After spending a few years mastering his sales pitch, he spent $500 to produce his first infomercial for the chop-o-matic. This took his live pitch to more people sitting in various corners of America.

That first infomercial was responsible for selling millions of dollars worth of the product and was the start of Ron’s popularity.

Mary Kay Ash

She began her career in sales by going door to door and selling books.

Her main sales tactic was to convince women to host parties where they would sell to their friends as she believed that people would rather buy from their friends than strangers.

Another tactic she implemented was the use of sales incentives. Her company made the headlines for awarding a pink Cadillac to the top salesperson.

What are the 4 habits of successful salespeople?

• Conducting in-depth research about every prospect.
• Interacting with different people and expanding your network whenever possible.

• Staying true to your word and keeping your commitments.

• Focusing on making high quality calls as the better the quality of your calls are, the higher the chances of closing. Along with making quality calls, you have to ensure that you follow up regularly.

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