in the world has some certain unique features, which has to be learnt
and practiced a lot in order to be successful in an enterprise. For
example, a swimmer has to do practice regularly for hours in order to
keep them fit for competitions. Even though the swimmer has succeeded
in number of competition he has to work out regularly, everyday in order
to defend his position at the highest level.
During his training he should focus on the mistakes he had made in the
past competitions, he should train and prepare himself in such a way
that he shouldnt repeat the same mistakes in future. There is
an analogy between the competitive sports and salesmanship. As like
in sports salesperson has to master the art of selling the products
of the enterprise to the customers. The sales person himself should
learn the fundamentals of selling and master them in order to get best
results. The nature of sales personality depends on certain extent on
heredity and environment. An intelligent salesman would combine the
study and actual practice of the fundamentals by analysis.
A good successful
salesman should posses some certain qualities in order to achieve success.
1. Sales personality
is all about the sales man itself. Personality can be produced and improved
by developing the qualities in the positive traits. A person may not
have all essential qualities of a sales person but he has to strive
in order to compensate the lacking. The positive qualities to be developed,
in order to increase and improve the salesmans personality such
as kindness, courage, confidence, honesty, loyalty, good health, and
All the sales person
would not have all the positive qualities they might have some negative
qualities such as fear, gloominess, cowardice etc. These qualities should
be neglected from the sales person. Habits once formed are always difficult
to change. A person who has the capability to work hard will always
work without any difficulties. So it is necessary for the salesperson
to develop the positive traits which may be difficult at the beginning,
and there by building a positive personality.
Some of the important
aspects to be developed by the sales person to achieve success are:
It includes health,
breadth, posture, speech, and appearance. Without good health the sales
person would not have the endurance to sell the product or achieve his
targets. He may also be required to move about different places, which
would be difficult for him, and as well as stand during the greater
part of the day. Offensive breadth must be avoided because it may repel
the customers. It can be easily detected and controlled by the salesperson
himself. It may be caused to defective teeth or physical disorders or,
from stomach. Good posture considerably enhances the appearance and
personality of the sale persons. Good posture doesnt mean
a straight and rigid posture. It means unnecessary tension of muscles
should be avoided. Voice should be very expressive, pleasant and it
should attract the customers a lot. The voice should not be high pitched,
hoarse or monotonous. Neat and pleasing appearance is essential for
a salesperson in any walk of life. A good appearance of a sales person
will give him confidence in presenting his arguments in a convincing
manner without being distracted by fear of his own appearance. Appropriate
way of dressing also plays a key role in appearance; it should be clean
and fit well. The salesperson should know how to smile; a good natural
smile would enhance his appearance.
(b) Mental Traits
Mental traits include
accuracy, alertness, imagination, initiative, observation, and self-confidence
etc. The salesman should be alert, ready to find out ways and means
of serving the customers. Alertness is a part in which the sales person
should inspire confidence of the customers. Customers normally would
not like hurried salespersons as well a slow one.
It is one of the most important mental attributes, which should be developed
by the salesperson.
If a salesman with
imagination will have the capability to visualize the articles required
by the customer, such a customer would be relieved and so grateful for
suggestions and ideas given by the salesperson. The salesperson should
be able to think and decide for himself instead of having to be told
everything, he should be self-reliant. The important quality in a good
salesperson is the ego drive, which makes him want to make the sale.
He must remain enthusiastic of the job. The salesperson should have
the capability to take decisions for himself and assist the wavering
customers into making his decisions by gentle means of questions and
should have the attribute of keen observation. A person who is a keen
observer will immediately sort out the problems and find a solution
as soon as possible. The salesman must be interested in his work and
strive to learn all the duties of the different phases. He must pay
a close attention to, the customers, the product he sells, and the enterprise
he works for. Self-confidence springs from the knowledge. Therefore
he should acquire thorough knowledge of the goods he sells, likely type
of customers. The salesperson should have confidence in himself and
products he sells to the customers.
(c) Social traits
The ability to make
friends and to get along with the people in one of the most valuable
assets. Social traits includes, ability to meet the public, the most
important quality of a salesperson to meet the public and speak about
the product he wants to sell them. He is also required to overcome considerable
resistance, deal with the strangers in his selling activity and open
up new territories. The salesman should always be polite and generous
to his work and to the customers. It deals, not to be late for appointments,
addressing customers in a friendly way. Never losing temper, saying
thank you and good-bye while leaving. All the workers should be cooperative
help one another to make pleasant working conditions.
There are some important
attributes in a persons character. No one can expect to be successful
unless he follows some modal characteristics. It includes honesty and
reliability, enthusiasm, industry and persistence.
should have the knowledge about the products he is selling. Sales person
without technical knowledge about the product would be a danger to he
customer. Naturally he cannot explain something prospective to the customers,
which he himself doesnt understand .If the salesman has the knowledge
about the product he would be able answer all the queries raised by
the customers. Even if a single answer were not given clearly, the customer
would doubt about the quality of the product. Besides by having the
knowledge it will become easier to make the customer understand about
The extent of the
knowledge required of a salesman depends on whether he is in selling
high cost products or low priced products. The salesperson should acquire
information as to the policies behind the products as these are reflected
in the products. Knowledge of the production methods can de used by
the salesman to justify the cost of the product, he should also know
about the law affecting the sales and selling, knowledge about the firm,
knowledge about tariffs delivery conditions also. There are different
methods to acquire knowledge about the products:
Ø Reading books, trade journals.
Ø Consulting with the seniors.
Ø Studying advertisement.
Ø Reading sales manual.
Ø Meetings and conferences.
There are number
of motives. The commonest motives are fear, profit, pride, comfort,
fashion, health, and habit. A salesman selling life insurance may utilize
the motive of love for the family, loyalty, therefore he should find
out the fears involved in it. It may be death, fear of loss etc. Profit
in this the salesman should make the two points clear to make money,
save money. He should motivate the customers to buy the products he
sell about the positive aspects and negative aspects which would provide
a clear picture to the customer, whether this product would suite them
or not. And by giving suggestions and ideas to the customers.